Twitter's New Architect

Global group creative director Jayanta Jenkins tells Austyn Allison that agencies needn’t be afraid of having a creative lead on the client side, but should embrace the chance for better collaboration

- Austyn Allison

Jayanta Jenkins is Twitter’s global group creative director. He is the first person to hold that title, and began working with the social network nine months before Campaign catches up with him at Cannes. A few hours after we speak to him, he has picked up the outdoor grand prix for “Reclaim the hashtag”.

That work was done fully in-house. “We definitely partner with agencies,” says Jenkins. “We have collaborated with RGA Hustle in LA. They were very instrumental in helping us develop a strategy and the creative work for the film brand campaign [#SeeEverySide is launching on television in countries including Japan, as well as on Twitter]. But the hashtag work was done 1,000 per cent internally”.