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 Absolut (until 2013), Nissan, Adidas 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.
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|DAN Digital Arts Network||TBWA\Worldhealth|
Adbrands Social Media 9th Apr 2019: "Make Them Sweat". There are some cute gags in the new global campaign from TBWA for Gatorade, but it takes a bit of time to really get going. It's odd how the frenetic fast-cut style adopted by Adidas and more recently Nike has made any sports-based advertising that takes things at a slightly gentler pace look almost geriatric by comparison. In this case, it's almost as if they couldn't decide whether to go straight or stylised. Seems to us this spot might have worked better cut down to 60 seconds with some of the training sequences excised. And more of the sweaty spider!
Adbrands Social Media 25th Mar 2019: "Privacy Matters". Apple has long made its ironclad security features a key selling point of the iPhone. That's led to some controversial situations in the past, not least when the company declined to help the FBI break into the iPhone of a terrorist killed on US soil in the course of a murderous attack. It's easy to be serious about issues like this, and certainly privacy matters, but we at Adbrands are inclined to feel that, sometimes, in areas like the war against terrorism, too much privacy can be bad for democracy. Anyway, this new campaign from Apple and TBWA Media Arts Lab deflates any soul-searching on such weighty issues with a series of funny vignettes which illustrate the human urge to maintain certain boundaries when it comes to personal privacy. The ad doesn't answer any of those bigger questions, but it certainly does amuse and entertain.
Adbrands Daily Update 14th Feb 2019: Lee Clow, long-serving creative chairman of TBWA, announced his retirement after 50 years at the agency and its predecessor Chiat/Day. Most recently, he was the founder and chairman of TBWA\Media Arts lab, the unit established in 2006 specifically to creative advertising for Apple. Now 75, Clow was responsible in 1984 for Apple's seminal dystopian Super Bowl campaign as well as the 'Think Different' spot that reintroduced the brand to a new audience in 1997. He also helped the long-running Energizer bunny campaign and created the 'Impossible is Nothing' series for Adidas.
Adbrands Social Media 28th Dec 2018: "Colour Flood". In what has otherwise been a very quiet week for new ads, Apple brightens up the closing days of 2018 with a riot of colour-coded parkour performers. It's like a hyper-active version of one of those epic Spencer Tunick urban assemblies, but this time the models managed to keep their clothes on. The results are, if we're honest, ever so slightly reminiscent of the Sony ads from the golden years of the mid-Noughties - remember 'Balls' and its successor spots? - but we can forgive such influences given the sheer exuberance and technical skill in this new film. We wonder how much digital post-production enhanced those sequences? Surely, filming so many performers for real would have been all but impossible. As usual, the ad is a joint production between Apple's inhouse team and TBWA's Media Arts Lab.
Adbrands Social Media 10th Dec 2018: "Frekkel". Which is more important to you? Your beloved pet or a chance to win 30 million Euros? That's the choice facing this humble Dutch couple in a heartwarming spot from TBWA\Neboko for the Dutch State Lottery's End of Year prize draw. A special mention for the casting specialist who found star pooch Frekkel, the most unprepossessing of pets, and - sadly - all too aware of his own shortcomings, poor little chap. The "Ahhh!" factor is on overdrive for this one.
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Free to all users | see full profile for current activities: TBWA was formed in January 1970 by Bill Tragos, an American-born executive at Y&R's Paris office, together with three colleagues, Frenchman Claude Bonnange, Swiss-born Uli Wiesendanger and Italian Paolo Ajroldi. ''I think it's fair to say it's the only agency founded with four passports,'' Tragos later claimed. The partners set out to develop a European agency which operated in the aggressive and creative American style. By the late 1980s, Tragos had expanded TBWA's profile dramatically, opening a string of offices across Europe, as well as a small base in New York from the acquisition of two small creative shops, Baron Costello & Fine in 1977 and Flaherty & Co in 1981.
Primarily, though, the agency boasted that its growth had been entirely organic. "Built not bought", as Tragos put it. In the process, TBWA had attracted the attention of Omnicom, the recently created agency giant which owned the DDB and BBDO networks. The campaign which launched Absolut, a previously unknown Swedish vodka, garnered plaudits all over the world as one of the most innovative and creative campaigns of the decade. In 1990, Omnicom bought the fledgling network and supported further growth. This included the formation in 1992 of a joint venture with Japan's Hakuhodo, initially named TBWA\H, to handle part of the Nissan Motors European account. By 1995, TBWA had offices in 34 countries, the world's 14th largest agency, but still with a distinct international focus - only a quarter of revenues came from the US.
The answer lay with West Coast agency Chiat\Day. Founders Jay Chiat and Guy Day had each started their own creative agencies during the mid-1960s but joined forces in 1968 under the Chiat\Day name. (According to legend, they flipped a coin to decide who would be named president. Day lost the toss, and assumed the title, allowing Chiat the freedom to devote himself to creative work). By 1980, that shop had become one of the most admired in the US as a result of work for clients including Honda and Energizer batteries, for whom it created the Energizer battery bunny. However, Chiat\Day truly became the toast of the industry after launching Apple computers with Ridley Scott's celebrated "1984" ad. Ironically, that film was almost canned before it was ever shown. Commissioned to run during the 1984 Super Bowl, Apple's management team was horrified when it first saw the finished 60-second ad. Initial testing of the ad with consumers before it aired seemed to suggest it would flop and at the 11th hour Chiat\Day was instructed to pull the two slots booked and try to sell them to another advertiser. However, according to legend, Apple's semi-retired co-founder Steve Wozniak loved the film and volunteered to pay for half of the cost himself. The resulting ad defied market testing and was greeted with industry-wide acclaim. However, despite the enormous acclaim generated by the 1984 ad, the computer company moved its business two years later to BBDO, partly because Chiat didn't have an international network, but also because a follow-up commercial, Lemmings, really did turn out to be a flop with customers. Another star account, Nike, also moved on despite a stunning set of ads to promote its fast-expanding portfolio of sports celebrities endorsements.
Seeing the problems inherent in its US-centric positioning, Chiat\Day began exploring the possibility of international expansion later that decade. Talks were begun with BDDP and CDP of the UK, but stalled over terms. Finally, Chiat\Day agreed a deal at the end of the decade to acquire Australian creative boutique Mojo, which also had a small outpost in London. However the early 1990s were difficult for Chiat\Day. Its Australian and UK outposts both under-performed - neither was able to pick up the local portion of key US account Nissan - and leadership of the US agency suffered from friction between Jay Chiat's two most senior managers, creative director Lee Clow and account director Bob Wolf. (Guy Day had retired in 1986, and died in 2010). There were also account losses, including Reebok, picked up as a replacement for Nike in the late 1980s but finally lost in 1993.
Rumours of a sale of Chiat\Day began to circulate the same year. A major contributing factor was a fast-approaching deadline for repayment of a $50m refinancing bond taken out at the end of the 1980s. To raise cash, the Australian outpost of Mojo was sold to FCB in 1992 (it eventually ended up in Publicis as a result of those two group's acrimonious divorce), but talks to merge Chiat\Day with other independent agencies failed to reach agreement. Finally, in 1995, Chiat\Day secured a deal to sell out to Omnicom, just as its bond repayment fell due. The US shop was merged into the TBWA network. It was neat fit - TBWA already managed the Nissan Motors account worldwide outside Japan except in the US, where Chiat\Day held the account. Jay Chiat retired from the business and died in 2002.
The subsequent absorption of GGT and BDDP (see separate profiles) gave the new TBWA Worldwide entity billings of some $6.4bn by 1999. But the enlarged network also contained also numerous several differently branded agencies in different countries. A particular problem was London, where TBWA had already had to deal with fierce resistance to takeover from the UK arm of Chiat\Day, which instead broke away to become St Luke's. The first step towards consolidation of the UK portfolio was the merger of the GGT and TBWA London offices in 1998.
Also in 1998, TBWA took a 70% stake in Japanese agency Nippo, previously controlled by its client Nissan. Nippo was then the country's 16th biggest agency with billings of $311m. Just over a year later, as part of its continuing drive to capture a bigger slice of the Nissan business, TBWA proposed the extension of their European joint venture with Hakuhodo to cover the car company's global account. After months of negotiation, this was finally agreed in 2000, under the name \G1 Worldwide.
In late 2000, the agency formally adopted the TBWA\ brand worldwide, instructing all of its subsidiaries to change their names to the new format. The first to seize the opportunity was the UK office, which dropped its mouthful moniker of TBWA GGT Simon Palmer to become simply TBWA\London. Former GGT founder Mike Greenlees, previously worldwide president & CEO of TBWA, moved to a more senior role at Omnicom in early 2001, and was replaced by Jean-Marie Dru, previously president & CEO International.
In 2005, Dru was widely tipped to replace Alain de Pouzilhac as chairman & CEO of rival group Havas. Dru was strongly tempted, but after two weeks of press speculation as well as intense lobbying from TBWA and Omnicom colleagues, he declined the Havas offer. Also during 2005, the president of TBWA\New York, Shona Seifert, resigned after she was found guilty of conspiring to defraud the US government's ONDCP unit in her previous employment as president of Ogilvy & Mather in New York. See full profile for current activities
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