TBWA\

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TBWA\ is an advertising agency headquartered in New York City but operating globally with 258 offices in 75 countries and over 9,700 employees. The Agency is a unit of Omnicom Group, the world's largest advertising agency holding company. It was founded in 1970 in Paris, France, as a merger between Tragos American Management, Bonnange French Marketing, Wiesendanger Swiss Creation, and Ajroldi Italian Client Services. The first letter of each company name provided the initials for the new organization. They were purchased by the Omnicom Group in 1993.

In North America, TBWA operates through TBWA\Chiat\Day, with offices in Los Angeles, New York, San Francisco, Toronto and Vancouver. In other parts of the world the company also operates under a mixed brand name such as TBWA\Hunt\Lascaris, a highly awarded agency based in South Africa, and TBWA\RAAD an emerging operation that spans the Middle East and North Africa.

Within the Omnicom Group of Companies TBWA\ is generally partnered with OMD and PHD for Media solutions, TEQUILA\ for below the line marketing communications, Ketchum and Gavin Anderson for Public Relations and Investor Relations and Agency.com for interactive. That said, in specific markets it partners or works with other Diversified Advertising Services (DAS) agencies within Omnicom's portfolio.

In the mid-1990's TBWA began expanding globally spreading rapidly. It began acquiring global accounts such as Master Foods that helped strengthen the breadth and depth of its offering, so much so that in 2004 it was named by Advertising Age as Global Agency Network of the Year.

1 Distinctiveness
2 Agencies and multihub creative networks
3 Some customers of TBWA
4 External links

[edit] Distinctiveness

Philosophically TBWA follows two practices that differentiate itself from its competitors - Disruption and Connections. Disruption is a process where TBWA tries to change the rules of the market place to give its client a "greater share of the future". Disruption is seen to be an important part of TBWA\'s DNA and has evolved in many markets to a separate company called the "Disruption consultancy".

The second main point of difference with TBWA\ is its Connections Planning process that attempts to reach consumers (B2C) and customers (B2B) at various touch points. The Agency employs a "Connections Wheel" that helps determine the 360 degrees of connections a brand can have with its consumers and/or customers. Connections is being supplemented with a relatively new discipline called Media Arts, which helps the Agency understand the best in class in various forms of new media.

Creatively speaking, the agency has become one of the most renowned agencies in the world, winning copious quantities of awards and becoming one of the most sought-after destinations for copywriters and art directors. In 2005 it was named by The Gunn Report as the most awarded agency network in the world. Then in 2006, ADWEEK named TBWA to be Global Agency Network of the Year.

TBWA\Paris is right now the most awarded office in the TBWA group, being four times in a row the best agency at Cannes festival, the most important advertising festival in the world. It has also been recognized 'Global Agency Network of the Year' by Advertising Age Magazine in 2004.

TBWA\Creative Juice in Thailand is also a highly awarded agency and in 2006 Media Magazine, an industry publication, named it Asia-Pacific Agency of the Year.