TBWA Worldwide (US)

Selected TBWA Advertising

TBWA is the youngest of the three global advertising networks within the Omnicom group. It is positioned as an alternative agency brand, with a reputation for quirky or "disruptive" work. "Disruption" has indeed become the agency's over-riding concept, crystalising a process of challenging or overturning existing conventions about brand marketing in its creative work. TBWA is best known for its work for keystone clients such as Nissan, Absolut and especially Apple, for whom it has created a series of iconic marketing campaigns stretching back almost 30 years. First established in France in 1970, and acquired by Omnicom two decades later, the agency expanded rapidly during the 1990s to become a worthy partner to BBDO and DDB. Two key developments in the growth of TBWA were its merger with Los Angeles agency Chiat Day in 1995 - its US offices retain the TBWA Chiat Day name - and with Anglo-French network GGT BDDP three years later. 

Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 6th Feb 2014: Ads Of The Week "1.24.14".  Apple is celebrating the 30th anniversary of the launch of the Macintosh computer, and there was widespread speculation that it would run an ad in last weekend's Super Bowl to mark the occasion. Famously, the iconic debut ad for the Macintosh from director Ridley Scott appeared just once on TV, during the 1984 game. However, it was not to be. Instead, the new ad has made its debut online. As usual it's from TBWA Media Arts Lab, and it's a bold concept. The agency commissioned filmmakers around the world to capture vignettes of that anniversary - 24th January 2014 - to show how Apple's technology has become a part of everyday life. The result is typically self-regarding, as you'd expect for Apple, but indisputably impressive. See our Facebook page for an interesting Behind The Scenes film.

Adbrands Weekly Update 19th Dec 2013: Ads of the Week: "Misunderstood". Just in time for Christmas comes this charming seasonal spot from TBWA Media Arts for Apple, certain to warm your heart and bring a sentimental lump to your throat as the family prepares to gather for Christmas. TBWA has occasionally appeared to be treading water on the Apple account since the end of Mac vs PC, but recent spots have demonstrated a renewed ability to tap into deeper and more creative resources, while also shaking off a little of that Apple smugness. This one probably gets our nod for Apple's best ad of the past three or four years. 

Adbrands Weekly Update 25th Jul 2013: M&C Saatchi lost the David Jones department stores account in Australia to Whybin TBWA

Adbrands Weekly Update 20th Jun 2013: The Cannes Lions Grand Prix for Press went to TBWA Media Arts for its print campaign promoting magazines on the iPad Mini. The ads compared the real covers of five top US magazines with their digital editions as displayed on the Mini. Magazines featured included Time, Wired and The New Yorker. 

Adbrands Weekly Update 13th Jun 2013: TBWA UK president Lindsey Evans resigned after just eight months in that role in order to return to Australia for family reasons. Peter Souter remains CEO of the agency, and a successor to Evans will be appointed in due course. 

Adbrands Weekly Update 16th May 2013: Ads of the Week: "Bust You Out". Surprisingly often, advertising walks the tightrope between good taste and bad taste. Poking fun at people is one of the most common sources of humour, so it can often contribute to memorably entertaining commercials. Sometimes, that humour cases offence. Unfortunately, one of the best ads we saw this week has fallen victim to the political correctness police and been withdrawn. TBWA South Africa's campaign for Uni-ball Pens attempted to demonstrate how much more impact a handwritten letter has by depicting a series of situations in which computer-typed letters are read out in a voice associated with the font used. All three spots appear to have been withdrawn, including our favourite, 'Bust You Out', in which a burly (black) convict reads a ghetto-slang letter from his homies, who are promising to spring him from jail. But because it's typed in Edwardian Script it's read out in an absurdly caricatured upper-class English accent. Needless to say, it wasn't the toff's voice which caused offence to some... We can't show you the ad, but you can still see it here on archive site Advertolog or here on Coloribus. But better be quick. Offensive? Not offensive? What do you think?

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Adbrands profile 
Account assignments & selected regional contact information

Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets. Coverage of TBWA is spread over several pages. See also our pages for:

TBWA London TBWA Paris TBWA Hunt Lascaris South Africa
TBWA Germany TBWA Whybin Australia TBWA Canada
Omnicom Group Integer Zimmerman & Partners

Subscribers may access the following website links:

TBWA Worldwide website

Integer Zimmerman & Partners
DAN Digital Arts Network TBWA\Worldhealth

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TBWA\London TBWA\ Canada
TBWA Hunt Lascaris (South Africa) Whybin\TBWA & Partners (Australia)
TBWA\Paris TBWA\Germany

Adbrands Weekly Update 25th Apr 2013: The organisers of the Cannes Lions Festival, which kicks off in a couple of months, announced the recipient of the Lion of St Mark creative achievement award for 2013. TBWA creative chief Lee Clow will be this year's honoree, following Dan Wieden in 2012 and first winner John Hegarty in 2011.

Adbrands Weekly Update 14th Feb 2013: TBWA London scored a much-needed win in the form of Lidl supermarkets.

Adbrands Weekly Update 31st Jan 2013: TBWA won pan-regional responsibility in Latin America for McDonald's Happy Meal marketing, which it already handles across Europe. The work will be led from TBWA's Paris office. Another big win for TBWA was the relaunch of Nissan's Datsun brand in emerging markets next year. 

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