TBWA\Paris is one of the key outposts in TBWA's worldwide network, with a global reputation for creative excellence. It is the only agency ever to be named Agency of the Year at the Cannes Lions Festival four years in a row (from 2003 to 2006), and Paris was in fact the birthplace of the TBWA network in 1970. That agency was greatly strengthened by its merger with French group BDDP at the end of the 1990s. The main agency is partnered by what is still a sizeable collection of satellite units, not least local units of digital specialist DAN and shopper agency Integer. There are also several France-only satellites: corporate business is handled by TBWA Corporate; healthcare unit TBWA\Adelphi is the local arm of the network's WorldHealth division; TBWA\Else was set up in 2007 as an inhouse production facility for the group; Zakka is a branding & design business. What was once a sizeable regional network across France has been pared down to a single outpost in Lyon. The BDDP brand remained part of the wider TBWA\France Groupe following its acquisition, initially as BDDP et Fils, then BDDP Unlimited, and latterly as ici Barbés. That agency was sold to management in 2018. Jean-Marie Dru - originally the D in BDDP - remains chairman of the global TBWA network and was the creator of its "Disruption" creative methodology. For several years until 2006, TBWA\France was headed by Arthur Sadoun, now global CEO of Publicis Groupe; he was suceeded by Guillaume Pannaud, still group president. Marina Zuber is now president of TBWA\Paris, with Faustin Claverie and Benjamin Marchal as joint ECDs.
Capsule checked 19th October 2018
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Historical snapshot information for TBWA France
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Adbrands Daily Update 21st Oct 2019: "Childhood is Inside". Here's another effortlessly charming film from TBWA Paris for McDonald's. Though we always enjoy their animated Happy Meal spots (which are clearly designed to appeal to kids) this elegantly wistful new film - for parents this time - is even better. Bold too to make an ad that's not even really about the product but about what its emblematic box signifies for kids: a happy place to store important memories. In that sense, it's a companion piece to those US-made Folger's coffee ads that were not about the coffee itself but about the similarly iconic tins that many families used as repositories for household oddments. TBWA Paris take that idea as a starting point and re-spin it as a distinctively French, nostalgia-rich ode to childhood summers. Lovely. Fabulous choice of music too.
Adbrands Daily Update 16th Oct 2019: "The New King". Winning that bet can make you feel like a king, even if all you make is a few quid (or sous). That's the idea behind this mock-epic spot from TBWA\Paris for online gambling site Winamax. The agency reimagines the Paris banlieues as a Lion King fantasy in which one young cub is proclaimed as the new Prince of the City. Brilliantly conceived and executed.
Adbrands Daily Update 28th Aug 2019: "Egg McMuffin: Director's Cut". You're unlikely ever to see another McDonald's ad quite as beautiful as this. TBWA Paris commissioned 3D animator Matthieu Braccini to conjure up a fantastical vision of the creation of a simple Egg McMuffin sandwich for a series of online GIFs. Here's Braccini's "director's cut", compiling all the sequences as a single film. The results are like a food-based fever dream of divine perfection, in which all the elements of the sandwich are constructed by a series of bizarre Rube Goldberg / Heath Robinson machines. It could probably be marketed as some form of meditation tool, to be watched for hours on end on permanent loop. Delicious and delightful.
Adbrands Social Media 1st Apr 2019: "A Sweet Moment". Here's a lovely slice of food porn from TBWA Paris for McDonald's. The French really appreciate their food, even the humble Egg McMuffin. You won't be able to resist either after these 60 beautifully photographed seconds of gastronomic heaven. Delicious!
Adbrands Social Media 8th Mar 2019: "Twins". Simple everyday observations often make for the best ads, and arguably no advertiser understands that better than McDonald's, especially here in Europe. That's long been the case in the UK, thanks to longtime agency Leo Burnett London, but the fast feeder's main French agency TBWA Paris is just as good at spotting and repurposing those little human moments that we can all identify with whatever - in this case - our domestic situation might be. Here's the best of a clutch of new ads out this week from TBWA for "McDo".
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