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 24th July 2014: Ads of the Week: "Stickers". A new approach, or actually more like a return to the old, in the new spot for Apple, which focuses attention back on the product than on its users. TBWA Media Arts Lab presents another strong argument for keeping hold of its itchy-footed cornerstone client. And no excruciating "chicken fat", definitely our least favourite ad soundtrack so far this year. 

Adbrands Weekly Update 10th Jul 2014: Omnicom announced a change of CEO at its TBWA network, currently wrestling with several restless clients including Apple and Nissan (which this week cut the network from the global review of its premium brand Infiniti). Tom Carroll, CEO since 2007, has stepped down in favour of Troy Ruhanen, previously group EVP at Omnicom and seen as something of an agency troubleshooter. Before taking up that role at the parent group, Ruhanen spent many years at sister network BBDO, latterly as Americas CEO. Carroll remains chairman of the TBWA Group, working alongside network chairman Jean-Marie Dru. 

Adbrands Weekly Update 12th Jun 2014: Ads Of The Week: "House Match". TBWA\ChiatDay follow up Leo Messi's dream with another likeable spot in which star players get to behave like real people. In fact, of course, footballers really do all sit around with each other all day playing video games. (When they're not making ads, that is). What happens next in this spot is, we feel, rather less common. Victoria is going to be seriously p*ssed off when she gets home.

Adbrands Weekly Update 12th Jun 2014: TBWA is close to losing one its biggest and most prestigious clients following a move by Apple to take much if not most of its TV advertising inhouse. Several recent campaigns - including last year's widely admired "Pencil" for the iPad Air - have in fact been developed by an inhouse team which includes at least two people previously employed at TBWA's Media Arts Lab (MAL), the unit created specifically to handle Apple creative. The scale of the shift only became apparent with the release last week of no less than five new spots developed inhouse, including one for Apple's new Health app and four for the iPad featuring travel writer Cherie King and composer Esa-Pekka Salonen. The rift was first revealed earlier this year when private emails between MAL CEO James Vincent and Apple marketing chief Phil Schiller were disclosed in court during the manufacturer's patent battle with rival Samsung. They were written in early 2013 at around the time Samsung started making fun of Apple's claim to be the "next big thing" in ads for the launch of its Galaxy 4. A concerned Schiller sent Vincent a copy of a Wall Street Journal article asking "Has Apple lost its cool to Samsung?". However Vincent's response appeared to blame the negative media coverage on Apple's failure to introduce any big new products. He suggested Apple needed to "think different" again as it had in 1997, at the time of its effective reinvention under Steve Jobs. Schiller was shocked and outraged, and told Vincent so in no uncertain terms. Despite an apology from Vincent, the relationship between the two sides was clearly damaged, prompting Schiller to email Apple CEO Tim Cook that "we may need to start a search for a new agency... We are not getting what we need from [TBWA\MAL] and haven't been in a while." Cook replied "If we need to do this we should get going." Apple promptly added several other digital agencies to its roster, but it also began assembling what is now a huge internal agency, expected to top 1,000 employees by the end of this year. 

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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

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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 29th May 2014: Ads Of The Week "The Dream". Only two weeks to go now, and here comes the first big blast from official World Cup sponsor Adidas, featuring all its key endorsement partners, including Mr Ubiquitous Leo Messi. TBWA\ChiatDay in Los Angeles developed the spot, proving that Americans do understand "soccer" after all, and it's helmed by Brazilian director Fernando Mereilles, best known for the extraordinary City Of God movie. We're relieved to see that Messi still dreams about football and not about sponsorship contracts  - oh hang on, they're one and the same here. Great editing anyway, and a nice job of building the tension for kick-off.

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