'Walter' will create marketing strategies for startups in just 5 days, dissolving after the event in Austin ends.

Ad Agency JWT is tapping into the startup culture of SXSW, eschewing the traditional, splashy agency party or stunt (remember homeless hotspots?) for something more in line with the SXSW culture, and agency mission. JWT, a large, global company, wants to come away from SXSW with a better understanding of startup culture; to not just have a presence at the event, but have an integral role in the ecosystem. A party wouldn’t accomplish this goal, so to get closer to the new startups and tech that will be shown at SXSW 2013, JWT will rebrand itself as a pop-up ‘agency’ called Walter. Walter will only be in operation for the 5 days of SXSW Interactive, but during that short period of time, the pop-up shop will create full marketing strategies for two emerging startups.

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