HAVE WHAT IT TAKES TO ‘RUN THIS TOWN’? BCW PARTNERS WITH CITY OF NEW YORK AND MAYOR ERIC ADAMS TO CONNECT NEW YORKERS TO CITY JOBSMay 3, 2024

NEW YORK, April 30, 2024 – BCW, the leading global communications agency, has partnered with the City of New York on an integrated campaign to support Mayor Eric Adams’ “Jobs NYC" program, a multi-pronged, citywide effort to raise awareness for civil service jobs to underrepresented communities that are experiencing high unemployment across the five boroughs.

“Run this Town” features print and out-of-home executions plus a video calling for “street smarts, book smarts, upstarts” to “stand up and get started” across a wide range of city jobs. Print ads feature actual New Yorkers whose jobs range from a cyber security analyst who is “Keeping the City Connected By Solving the Unexpected” to a youth analyst “Breaking the Mold for the Young, The Strong, The Bold” to an elevator inspector, for whom “The Ground Floor is Just the Beginning.” Print featuring an urban forester asserts “Making Your Mark is Just a Walk in the Park,” while a city planner challenges new hires “Dare to Make the Best City in the World Even Better.”

“This compelling campaign speaks the language of New York, with graphics reminiscent of street iconography and language encouraging New Yorkers to ‘boss up’ and prove they have the skills to run the best town in the world,” said Diego Bertagni, Executive Creative Director, BCW North America. “It was important to make sure that New Yorkers could see themselves and hear themselves in these jobs. There are amazing propsects for stability and economic opportunity in this jobs program for New York’s communities experiencing unemployment, and it’s important they know these jobs are out there for them.”

“Run this Town” will be seen in print, on buses, across urban panels, social media and online. It launched on April 29 and is slated to run through the calendar year.

CREDITS

BCW

Global Chief Creative Officer - Fede Garcia (formerly of BCW)

Executive Creative Director - Diego Bertagni

Group Creative Director – Noel Tabora (formerly of BCW)

Associate Creative Director – Ashley Ruen

Associate Creative Director – Kelsey Webster

Director of Project Management – Peter Eason

Senior Creative Producer – Sarah Kelly (formerly of BCW)

Art Director – Breanna Jacobs

Copywriter – Clark Davis

Design – Jennifer Vandersteen

City of New York

Mayor of the City of New York - Eric Adams

Brad Weekes - Deputy Communications Director, Office of the Mayor

José Bayona - Executive Director – Mayor’s Office of Ethnic and Community Media

Production House

Dangerworks

Animation House

Nathan Love

Audio House

Dangerworks (Nathan Bonetto)

On January 25th , WPP announced it would merge its two largest communications agencies, BCW and Hill & Knowlton, to form Burson, a powerhouse delivering modern communications leadership at scale to clients across the world. The merged company will become an industry-leading, full-service communications agency focused on building and protecting reputation. Burson will be operational as of July 1, 2024.

About BCW

BCW is the global communications agency built to move people. BCW partners with clients in the B2B, consumer, corporate, crisis management, healthcare, public affairs, purpose and technology sectors to set strategic direction for all communications and create powerful and unexpected ideas that earn attention. BCW uses earned media, paid media, creative technology, data, AI and an expanding suite of innovative capabilities to move people with power and precision to move its clients forward. BCW is a part of WPP (NYSE: WPP), the creative transformation company. For more information, visit www.bcw-global.com.

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