The partner spotlight is a weekly series where we go behind the scenes with some of the companies that make VendorDB great. Next up is TBWA Worldwide!
Name: TBWA Worldwide
Locations: HQ in NYC, 323 offices globally in 97 countries
Year Founded: 1970
Top Clients: Nissan, Apple, McDonald’s
Specialties: Disruption, Digital, Integrated, Creative, Full-Service
How was TBWA started?
Four young executives — William G. Tragos, Claude Bonnange, Uli Wiesendanger and Paolo Ajroldi —united to form an advertising agency in Paris called TBWA. Their motto was “Built, Not Bought.”
What makes you different from other agencies?
Disruption®. It is a tool for change and an agent for growth. It’s our methodology but it’s also embedded in our culture and DNA. It’s our connective tissue that runs throughout our 300+ offices.
Which work or brand put you on the map?
Apple’s 1984 commercial which essentially spearheaded the phenomenon of the Super Bowl ad and is still widely regarded as one of the best ads of all time.
Which campaign or work is your most underrated?
More like a well-kept secret.. we work with McDonald’s in around 30 countries globally and this continues to expand. They are our 3rd largest global client and we created the Happy character in our Paris office 4 years ago, which has been rolled out globally and was recently introduced to the US market.
How has the business changed since your agency has started?
40+ years have passed and the technology that has emerged in that time has moved the business immeasurably. The Internet, smart phones. Things were much simpler in 1970 – you had print, radio and TV. Today, we have this vast canvas to play with coupled with consumers who have ever-decreasing attention spans. The one thing that has stayed true from the Mad Men era through today is our role as brand storytellers. Now we just have to tell it in many more ways, in many more places, and let the consumers be an active participant and proponent of our stories.
Which industry affair is most likely to send your employees to rehab: Cannes, AICP or SXSW?
Cannes for the first-time creative director, AICP for the uninitiated junior producer and SXSW for the digital folks.
What is the best thing about working at TBWA?
It feels like the smallest big network. It is easy to forget there are more than 11,000 people around the word. We work across offices on Disruptions, Swats and global client business. There is a familial feeling when you visit another TBWA office, no matter where it is in the world and in every office you know there is someone you’d like to go have a beer with at the end of the day.
What makes your agency culture special?
The creative spirit that runs through every being in every office around the world. Essentially, the people that work here.
Where is the best bar in the network?
Our London office has a pretty rocking bar in their office, where bands will play from time to time.
Any wild company party stories?
Yes but much like Vegas, what happens here, stays here!