The local outpost of TBWA, known until 2016 as Whybin\TBWA, is one of Australia's leading creative agencies, with offices in Melbourne, Sydney and Adelaide (from 2018), as well as in New Zealand. Founder and local chairman Scott Whybin announced plans to leave the business in 2016 to launch a new creative business, and his name was dropped from the corporate banner later the same year. Paul Bradbury is regional CEO. Evan Roberts succeeed Andy DiLallo as chief creative officer in 2020. Adnews picked Whybin\TBWA as Network of the Year for 2013 and again in 2015. The main agency now also also incorporates the network's digital agency DAN, PR agency Eleven and content development agency BOLT. A specialist design and branding agency was spun out in 2019 in Sydney under the name Fabric. TBWA established a presence in Australia for the first time in 1995, acquiring a stake in Melbourne-based indie Whybin Dery Barnes, launched two years earlier by former Campaign Palace creative Scott Whybin. (Co-founder Tom Dery later became chairman of M&C Saatchi Australia). Whybin recruited Y&R exec Neil Lawrence to launch a second office in Sydney, but the two men quickly fell out, leading to a five year battle. Lawrence's dismissal in 2004 led to the resignation of several other managers as well as a few clients. See also the Adbrands profile of the main TBWA Worldwide network.
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Capsule checked 4th August 2020
Adbrands Social Media 5th Mar 2019: "Schweppervescence". Ads for Schweppes don't come along very often but - in Australia at least - when they do, they tend to be technically astonishing. TBWA now manages the world-famous mixer Down Under, where it is owned by Asahi Breweries. This new campaign follows in the footsteps of a series of justly famous ads created in the 2000s by what was then GPY&R. It sort of lacks those spots' more visible human element, but makes up for that in digital wizardry.
Adbrands Weekly Update 6th Sep 2018: Ads Of The Week: "Live & Breathe". TBWA Sydney really pushes out the boat in terms of production design and concept for this dystopian fantasy to promote Australia's Woolmark brand, which represents the local woolmaking industry. All the right eco boxes are ticked, not least the suggestion that the reason everyone in the future wears plastic is because that's what future sheep have turned into. Presumably the result of our plastic pollution. It's a fine piece of film-making, with a resonant moral and environmental message. At times like this, it's tempting to ponder where we might all be creatively speaking had it not been for Ridley Scott's original Blade Runner movie, whose influence is so much more profound now than it was 35 years ago.
Adbrands Social Media 5th Jun 2018: Amazon recently landed in Australia for the first time, sending chills through all traditional local retailers. Only three weeks ago it appointed TBWA to its local account, and the agency has just dropped a set of funny and entertaining spots to emphasise the e-tailer's vast range through different bite-sized product-related vignettes. It's a compelling proposition for Aussie consumers, especially since the spots are skewed towards low-priced everyday items, not big ticket purchases.
Adbrands Weekly Update 9th Nov 2017: Ads of the Week "Now It Feels Like Christmas". It's also coming up to Christmas in Australia of course, though it feels very different down there. Well, perhaps not quite as different as you might have thought.... TBWA Sydney's seasonal special for department store David Jones has a distinct touch of John Lewis to it. (Try imagining a snowman rather than a biscuit as its star to see what we mean). Don't even try to think about how this little gingerbread man made his way around the globe to accumulate presents for his gingerbread family. Did he buy his travel tickets with gingerbread dollars? Just sit back and enjoy the delicious (though absurd) charm of it all.
Adbrands Weekly Update 3rd Aug 2017: Ads of the Week "David Jones Food". Better have something handy to wipe that dribble off your chin while you salivate over this fabulous spot from TBWA Australia (and design agency Maud) for the new food hall at Aussie department store David Jones, better known for its fashion. The finished spot out-classes, in our opinion, even the best of those celebrated "food porn" films from British store M&S. Seems a bit more upscale somehow, and every shot a culinary masterpiece. Delicious! Right, time for lunch...
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