This firm has some big ideas about how to market a brand. One of the world's leading advertising agencies, TBWA Worldwide is known for executing highly creative work for such clients as Apple, Energizer, and Nissan. In addition to creative advertising, TBWA provides relationship marketing, promotional marketing, and branding services through its TEQUILA\ subsidiary and Integer Group agency. Overall the TBWA has about 275 offices in 100 countries; in the US, it operates through TBWA\Chiat\Day, with offices in Los Angeles, New York, San Francisco, and Toronto. TBWA\Manchester acts as another UK unit under the TBWA umbrella as well. TBWA is a unit of Omnicom Group, the world's #1 media services conglomerate.
In late 2010, TBWA announced plans to extend its advertising network to Africa. Over the years, the continent has seen growth fueled by telecom companies, financial services firms, and consumer products makers. It plans to buy offices in Nigeria, Ghana, Uganda, and Mozambique.
TBWA has managed to ride out the storm of the recession by offering bundled advertising products and services across its entire network and by focusing on selling its digital media offerings. It is also cultivating the relationships it has with its clients, especially long-term ones.
TBWA sees its style of advertising as being disruptive to the status quo, and that viewpoint continues to win the agency new assignments and critical recognition. Its "Silhouette" campaign helped catapult Apple into the forefront of the digital music industry (along with the bands featured in the spots), while its award-winning work has garnered new business from such clients as Anheuser-Busch and Masterfoods.
Established in 1995 through the merger of TBWA and Chiat/Day, the company initially garnered the reputation for operating as a scattered assortment of agencies, as opposed to a fully-honed and collaborative advertising agency network. Over the years, however, TBWA has proven masterful in optimizing its operating structure and in placing industry veterans into key leadership roles. Working with global brands such as Mars and adidas was also a factor in cementing the network's synergies -- it forced the agencies to coordinate more efficiently and to better manage their resources.
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