MUMBAI: Media agency TBWA in the US has announced the formation of a new group structure for the west coast, TBWA\California.
At its foundation are TBWA\Chiat\Day Los Angeles, TBWA\Chiat\Day San Francisco and the marketing services network Tequila. Each brand and business group is structured around
Disruption and Connections. This is TBWA's strategic cornerstones for building and connecting brand ideas.
It has been a year since TBWA received Ad Age's Network of the Year and AdWeek's US Agency of the Year accolades. TBWA\California is
accelerating the development of its business model to further capitalise on the changing marketing and media landscape. The new structure is dedicated to
better leveraging office resources and bringing greater focus to the spectrum of media arts necessary to building brands in today's complex and challenging media environment.
TBWA\Worldwide chairman and chief creative officer lee clow says, "I believe California is a unique nexus of media arts talent and
technologies, and continues to be the epicenter of young, brave ideas. TBWA\California is about finding ways to remain nimble, brand and idea-focussed, no matter how big we get."
TBWA\California is developing a new initiative, the media arts lab. The media arts lab mission is to find new ways to apply the media arts model across all companies under TBWA\California. The goal is to develop brand-centric ideas that innovate and experiment with all kinds of media arts forms and define the best ways to launch brands into popular culture.
TBWA\California president and CEO Robert LePlae said, "TBWA\California is the next evolution in our business model and
represents our vision for how things will be done in our industry. The new structure is designed to align the agency's resources for future growth and
reward our best people, keeping them focussed on our client's brands."
TBWA\Chiat\Day has long been a pioneer of disruptive marketing ideas. From disrupting the Super Bowl and the Olympics advertising over 20 years ago, to innovating new ways of delivering brand ideas today for its world-class
roster of clients. TBWA\California and its expanded focus on the media arts are the next chapter of the ever-evolving story of the agency.
Clow adds, "We want to create a brand led, idea-centric model that organises all of our talents and skills into groups dedicated to and responsible for disruptive ideas that make brands famous. This is a great opportunity for us to raise the bar again and to discover new ways of working."
TBWA creates disruptive ideas for global clients, including Absolut, adidas, Apple, Beiersdorf, Hdagen-Dazs, Henkel, Masterfoods, McDonald's, Michelin, Nissan and Sony PlayStation. In 2004, TBWA was recogniszed as the most awarded network by Creativity magazine and was the most awarded network at Cannes Lions International Advertising Festival, The One Show, AdFest and Art Director's Club. TBWA has 237 offices in 75 countries, and approximately 8,300 employees worldwide.
