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			{{short description\|American international advertising agency}}
	One of the world's leading ], '''TBWA''' handles the ] for such ]s as ], ], ], ], and ]. The agency also created the ] brand.
			{{about\|the advertising agency\|the talk show that is also called TWBA\|Tonight with Boy Abunda}}
			{{Infobox company
			\| name = TBWA Worldwide
			\| former_name =
			\| logo = TBWA New Branding Logo.svg
			\| type = ]
			\| founded = February 13, 1970 in ], ]
			\| founder = <!-- or: \| founders = -->
			\| hq_location = ], ], ]
			\| industry = ]
			\| parent = ]
			\| website = {{URL\|http://www.tbwa.com/}}
			\| areas_served = 307 offices in 114 countries
			}}
			], TBWA Worldwide]]
			'''TBWA Worldwide''' is an international ] whose main headquarters are in ], ], ].<ref>" {{Webarchive\|url=https://web.archive.org/web/20100722100210/http://www.tbwa.com/index.php/contactus \|date=2010-07-22 }}." TBWA Worldwide. Retrieved on July 8, 2010. "488 Madison Avenue, New York, New York 10022 United States"</ref>

			Since 1993, the agency has been a unit of ], the world's second largest advertising agency holding company.
	TBWA was founded in ] in ], ], as a ] between Tragos American Management, Bonnange French Marketing, Wiesendanger Swiss Creation, and Ajroldi Italian Client Services.

			==History==
	In addition to creative advertising, TBWA provides relationship marketing and branding services through its TEQUILA subsidiary. The firm has about 240 offices in 75 countries; in the US, TBWA operates through ], with offices in ], ], ], and ]. The agency is a unit of holding company ].
			TBWA was founded in 1970 in ], ], by William G. '''T'''ragos (Greek-American, Management), Claude '''B'''onnange (French, Marketing), Uli '''W'''iesendanger (Swiss, Creation), and Paolo '''A'''jroldi (Italian, Client Services).<ref> - Funding Universe</ref> The first letter of each founder's name provided the initials for the new organization. They were purchased by the ] in 1993.<ref> - March 29, 1993</ref>

			In the mid-1990s 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 ] as Global Agency Network of the Year. {{Citation needed\|date=April 2020}}
	'''TBWA\ FACT SHEET'''

			In 2010, it was named by Advertising Agency as one of the top ten agencies of the Decade.<ref>{{cite web\|title=Book of Tens: Agencies of the Decade\|url=http://adage.com/article/print-edition/book-tens-agencies-decade/141055/\|website=Ad Age\|publisher=AdAge\|access-date=8 February 2016}}</ref>
	• TBWA Worldwide (www.tbwa.com), part of Omnicom Group Inc., is one of the top ten US-based agency networks.

			TBWA\Worldwide has been named Adweek's Global Agency of the Year for 2018, 2018, 2021, and 2022.<ref>{{cite web\|title=TBWA Is Adweek's 2021 Global Agency of the Year\|url=https://www.adweek.com/agencies/tbwa-is-adweeks-2021-global-agency-of-the-year/\|website=Ad Age\|date=6 December 2021 \|publisher=AdAge\|access-date=18 December 2021}}</ref> TBWA\Worldwide was added to Fast Company's list of the World's Most Innovative Companies in 2019.{{Citation needed\|date=April 2020}}
	• TBWA has 239 offices in 75 countries and approximately 8,300 employees worldwide.

			===International operations===
	• TBWA’s major global clients include Absolut, adidas, Apple, Beiersdorf, Häagen-Dazs, Henkel, Masterfoods, McDonald’s, Michelin, Nissan and Sony PlayStation.
			In the United States, TBWA operates through ], with offices in ], ] and ]. 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, TBWA\CONCEPT UNIT, West Africa's most awarded creative agency based in Nigeria, TBWA\HAKUHODO, the second largest creative agency in Japan after ], TBWA\RAAD an emerging operation that spans the Middle East and North Africa. The Asia Pacific regional operations was split into three regions – Asia, Oceania and Greater China – and headquarters moved from ] to ].<ref>{{cite news\|title=TBWA moves Asia HQ from Hong Kong to Singapore\|url=http://www.marketing-interactive.com/tbwa-moves-asia-hq-hong-kongsingapore/\|publisher=marketing-interactive.com\|date=March 28, 2015}}</ref> Its network also expands throughout Latin America. An example of one of its prominent links is Brands&People,<ref>{{cite web\|title=TBWA {{!}} Brands&People\|url= https://www.brands.mx/project/696-brands-tbwa\|access-date=21 May 2021}}</ref> a design and advertising agency in Monterrey.

			===Within Omnicom Group===
	• In 2004, TBWA was awarded over $900 million in gross new billings, including eight additional brands from Masterfoods (i.e., Pedigree–their largest global brand). The network also won global assignments from Siemens and continued to expand the McDonald’s relationship. Other notable wins include Standard Chartered Bank, the second largest bank in Asia, Nissan in China and Infiniti in Korea. In addition, in the US, TBWA won Sara Lee, Pepsi\iTunes, and, most recently, assignments from Anheuser-Busch (Michelob, Michelob Light and Budweiser Select).
			Within the Omnicom Group of Companies, TBWA is generally partnered with OMD and PHD for Media solutions,{{Clarify\|date=October 2018}} 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 Agency Services (DAS) agencies within Omnicom's portfolio.

			==Disruption and Media Arts==
	• Advertising Age magazine recognized TBWA Worldwide as its 2004 “Global Network of the Year.”
			TBWA has a philosophy called the disruption and Media Arts<ref>{{cite web\|title=Disruption\|url=http://www.tbwa.com/disruption\|publisher=TBWA\|access-date=7 August 2013}}</ref> created by Jean-Marie Dru when he was in BDDP (French advertising agency now called BDDP&Fils) on May 1, 1992.

			This philosophy is outlined in several books by ], such as "''Disruption", "How Disruption Brought Order''", and "''Beyond Disruption: Changing the Rules in the Marketplace''."<ref>{{cite book\|last=Dru\|first=Jean-Marie\|title=Beyond Disruption: changing the rules in the marketplace\|year=2002\|publisher=Wiley\|page=304\|isbn=9780471218999\|url=https://books.google.com/books?id=17VWAAAAYAAJ}}</ref>
	• Media Magazine named TBWA Asia Pacific its 2004 “Agency of the Year”; John Merrifield, Chief Creative Officer TBWA\Japan “Creative of the Year”; and TBWA\Singapore as “Office of the Year.”

			==Controversies==
	• ADWEEK and Shoot magazines named TBWA\Chiat\Day (New York, Los Angeles and San Francisco) as its 2004 “US Agency of the Year.” TBWA Worldwide offices has received such awards 30 times in 13 countries over the last 12 months, including in Australia, Finland, France, Germany, the Netherlands, Philippines, Poland, Singapore, Slovenia, South Africa, the UK and Venezuela.
			===Absolut Vodka controversy===
			In April 2008, Teran/TBWA of Mexico released a controversial advertisement for ] depicting a tongue-in-cheek fictional "perfect world" dubbed "absolut world" depicting the larger Mexico as it existed before the 19th century ], which includes areas now part of the United States (including ] and ]). Some time after the billboard was taken down in Mexico City, a photo of it surfaced on a right-wing blog in the US, sparking a short uproar among elements of the media.

			===Pincha la Rueda de Hamilton===
	• Creativity Magazine ranked TBWA the most awarded network for the second year-in-a-row in 2005 in its annual “Awards Report” . TBWA\Paris and TBWA\Chiat\Day San Francisco ranked in the top ten most awarded agencies, placing second and fifth respectively.
			''Pincha la Rueda de Hamilton'' (''Burst Hamilton's tires''), a Spanish website run by TBWA, was set up in October 2008. It hosted a game where users could leave objects on a race track to stop the then ] leader, ], from winning the last grand prix of the year in ]. It became controversial when users began to leave racist comments (such as "half-breed") aimed at the mixed-race Hamilton and was shut down in November. The ], the sport's governing body, and Hamilton's team, ], condemned the comments as "abusive and hateful".<ref>Kevin Dowling. ''''. Telegraph. November 1, 2008.</ref>

			===Taco Bell Chihuahua===
	• TBWA was awarded the Grand EFFIE for Apple Computer’s Silhouette Campaign at the 2005 EFFIE awards. Since 1980 in the US, only 29 Grand EFFIEs have been awarded. TBWA has won the distinction 11 times.
			In 1997 TBWA developed the ] campaign for ]. Two Michigan men, represented by ], who had earlier pitched the concept to Taco Bell sued and in 2003 a jury awarded them US$30 million in damages and a judge tacked on US$12 million in interest. Taco Bell in turn sued TBWA saying it should have been aware of the conflicts. In 2009 a three-judge federal appeals panel ruled against Taco Bell.<ref></ref>

			===Häagen-Dazs India===
	• TBWA was the most awarded network at Cannes Lions International Advertising Festival for the second year in a row, winning 40 Lions at Cannes across all categories, including the print “Grand Prix” for TBWA\Paris work on EMI. TBWA\Paris was also honored for the third year-in-a-row as the “Agency of the Year” in Cannes.
			In December 2009, TBWA developed the campaign for ] Ice Cream in India. Several banners were put up that said, "Exclusive Preview for International Travelers - Access restricted only to holders of international passports". Instead of portraying exclusivity, this was perceived negatively due to ] where access to certain areas was restricted to the white colonizers from Britain. Häagen-Dazs cut ties with TBWA after the negative publicity generated due to that incident.<ref></ref>

			==See also==
	• TBWA Worldwide was the most awarded network for the second year in a row (2004 & 2005) at the Annual One Show awards and was recognized as the most awarded network at the 2005 Clio awards.
			{{Portal\|New York City\|Companies}}
			*]

			==References==
	• TBWA’s relationship marketing network, TEQUILA, is one of the world's leading direct marketing and integrated services companies. TEQUILA consists of 48 offices in 34 countries with global clients including adidas, Canon, Beiersdorf, Häagen-Dazs, Masterfoods, Nissan and Sony PlayStation.
			{{Reflist\|30em}}

			{{Omnicom}}
	• TBWA WorldHealth is one of the largest global marketing services networks dedicated to healthcare and lifestyle brands. TBWA WorldHealth has 17 offices around the world.

			]
	• Omnicom Group Inc. (NYSE-OMC) (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.
			]

			]
	Learn more about TBWA\ at www.tbwa.com
			]
			]
			]

Latest revision as of 23:33, 16 September 2024

American international advertising agency This article is about the advertising agency. For the talk show that is also called TWBA, see Tonight with Boy Abunda.

TBWA Worldwide

Company type	Subsidiary
Industry	Advertising
Founded	February 13, 1970 in Paris, France
Headquarters	220 E 42nd Street, New York City, USA
Areas served	307 offices in 114 countries
Parent	Omnicom Group
Website	www.tbwa.com

TBWA Worldwide is an international advertising agency whose main headquarters are in Midtown Manhattan, New York City, United States.

Since 1993, the agency has been a unit of Omnicom Group, the world's second largest advertising agency holding company.

History

TBWA was founded in 1970 in Paris, France, by William G. Tragos (Greek-American, Management), Claude Bonnange (French, Marketing), Uli Wiesendanger (Swiss, Creation), and Paolo Ajroldi (Italian, Client Services). The first letter of each founder's name provided the initials for the new organization. They were purchased by the Omnicom Group in 1993.

In the mid-1990s 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.

In 2010, it was named by Advertising Agency as one of the top ten agencies of the Decade.

TBWA\Worldwide has been named Adweek's Global Agency of the Year for 2018, 2018, 2021, and 2022. TBWA\Worldwide was added to Fast Company's list of the World's Most Innovative Companies in 2019.

International operations

In the United States, TBWA operates through TBWA\Chiat\Day, with offices in Los Angeles, New York City and Nashville. 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, TBWA\CONCEPT UNIT, West Africa's most awarded creative agency based in Nigeria, TBWA\HAKUHODO, the second largest creative agency in Japan after Dentsu, TBWA\RAAD an emerging operation that spans the Middle East and North Africa. The Asia Pacific regional operations was split into three regions – Asia, Oceania and Greater China – and headquarters moved from Hong Kong to Singapore. Its network also expands throughout Latin America. An example of one of its prominent links is Brands&People, a design and advertising agency in Monterrey.

Within Omnicom Group

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 Agency Services (DAS) agencies within Omnicom's portfolio.

Disruption and Media Arts

TBWA has a philosophy called the disruption and Media Arts created by Jean-Marie Dru when he was in BDDP (French advertising agency now called BDDP&Fils) on May 1, 1992.

This philosophy is outlined in several books by Jean-Marie Dru, such as "Disruption", "How Disruption Brought Order", and "Beyond Disruption: Changing the Rules in the Marketplace."

Controversies

Absolut Vodka controversy

In April 2008, Teran/TBWA of Mexico released a controversial advertisement for Absolut Vodka depicting a tongue-in-cheek fictional "perfect world" dubbed "absolut world" depicting the larger Mexico as it existed before the 19th century Mexican–American War, which includes areas now part of the United States (including California and Texas). Some time after the billboard was taken down in Mexico City, a photo of it surfaced on a right-wing blog in the US, sparking a short uproar among elements of the media.

Pincha la Rueda de Hamilton

Pincha la Rueda de Hamilton (Burst Hamilton's tires), a Spanish website run by TBWA, was set up in October 2008. It hosted a game where users could leave objects on a race track to stop the then Formula One leader, Lewis Hamilton, from winning the last grand prix of the year in Brazil. It became controversial when users began to leave racist comments (such as "half-breed") aimed at the mixed-race Hamilton and was shut down in November. The FIA, the sport's governing body, and Hamilton's team, McLaren, condemned the comments as "abusive and hateful".

Taco Bell Chihuahua

In 1997 TBWA developed the Chihuahua campaign for Taco Bell. Two Michigan men, represented by Warner Norcross & Judd LLP, who had earlier pitched the concept to Taco Bell sued and in 2003 a jury awarded them US$30 million in damages and a judge tacked on US$12 million in interest. Taco Bell in turn sued TBWA saying it should have been aware of the conflicts. In 2009 a three-judge federal appeals panel ruled against Taco Bell.

Häagen-Dazs India

In December 2009, TBWA developed the campaign for Häagen-Dazs Ice Cream in India. Several banners were put up that said, "Exclusive Preview for International Travelers - Access restricted only to holders of international passports". Instead of portraying exclusivity, this was perceived negatively due to India's long history of colonialism where access to certain areas was restricted to the white colonizers from Britain. Häagen-Dazs cut ties with TBWA after the negative publicity generated due to that incident.

References

"Contact Us Archived 2010-07-22 at the Wayback Machine." TBWA Worldwide. Retrieved on July 8, 2010. "488 Madison Avenue, New York, New York 10022 United States"
TBWA history - Funding Universe
AdWeek - March 29, 1993
"Book of Tens: Agencies of the Decade". Ad Age. AdAge. Retrieved 8 February 2016.
"TBWA Is Adweek's 2021 Global Agency of the Year". Ad Age. AdAge. 6 December 2021. Retrieved 18 December 2021.
"TBWA moves Asia HQ from Hong Kong to Singapore". marketing-interactive.com. March 28, 2015.
"TBWA | Brands&People". Retrieved 21 May 2021.
"Disruption". TBWA. Retrieved 7 August 2013.
Dru, Jean-Marie (2002). Beyond Disruption: changing the rules in the marketplace. Wiley. p. 304. ISBN 9780471218999.
Kevin Dowling. Website at the centre of racist attacks on Lewis Hamilton is owned by the world's biggest advertising agency. Telegraph. November 1, 2008.
Taco Bell Loses Chihuahua Case--Again Amlaw Daily - January 26, 2009
Economic Times

Omnicom Group

Global Advertising Brands

National Advertising Agencies

Media Services

Omnicom Media Group	OMD (Manning Gottlieb OMD)

Diversified Agency Services

Brand Management	Siegel + Gale Wolff Olins
Direct and Digital Marketing	CPM GMR Marketing RAPP Worldwide Organic
Public Relations/Public Affairs	FleishmanHillard Ketchum (Pleon) Porter Novelli
Market Research	Hall & Partners M/A/R/C Research
Specialty Communications	Doremus & Co. LatinWorks The Marketing Arm (Davie Brown Entertainment)

Proposed merger of Publicis and Omnicom

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