TBWA
Encyclopedia
TBWA Worldwide is an international advertising agency
Advertising agency
An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services...

 whose headquarters are in Midtown Manhattan
Midtown Manhattan
Midtown Manhattan, or simply Midtown, is an area of Manhattan, New York City home to world-famous commercial zones such as Rockefeller Center, Broadway, and Times Square...

, New York City
New York City
New York is the most populous city in the United States and the center of the New York Metropolitan Area, one of the most populous metropolitan areas in the world. New York exerts a significant impact upon global commerce, finance, media, art, fashion, research, technology, education, and...

, United States
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...

. The Agency is a unit of Omnicom Group
Omnicom Group
Omnicom Group is a holding company whose agencies provide marketing and communications services in the disciplines of advertising, customer relationship management , strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and...

, the world's largest advertising agency holding company. It was founded in 1970 in Paris
Paris
Paris is the capital and largest city in France, situated on the river Seine, in northern France, at the heart of the Île-de-France region...

, France
France
The French Republic , The French Republic , The French Republic , (commonly known as France , is a unitary semi-presidential republic in Western Europe with several overseas territories and islands located on other continents and in the Indian, Pacific, and Atlantic oceans. Metropolitan France...

, by William G. Tragos (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
Omnicom Group
Omnicom Group is a holding company whose agencies provide marketing and communications services in the disciplines of advertising, customer relationship management , strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and...

 in 1993.

During the 1990s Omnicom merged TBWA with other top creative agencies including Chiat/Day and Hunt Lascaris, building a network of creative agencies around the world. Over time it set up agencies in more and more markets, both through affiliations, joint ventures and wholly owned companies. It started to attract global clients who helped develop and strengthen its network.

In the United States, TBWA operates through TBWA\Chiat\Day, with offices in Los Angeles
Los Ángeles
Los Ángeles is the capital of the province of Biobío, in the commune of the same name, in Region VIII , in the center-south of Chile. It is located between the Laja and Biobío rivers. The population is 123,445 inhabitants...

, New York
New York
New York is a state in the Northeastern region of the United States. It is the nation's third most populous state. New York is bordered by New Jersey and Pennsylvania to the south, and by Connecticut, Massachusetts and Vermont to the east...

 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, 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-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 Global Agency Network of the Decade.

TBWA\RAAD

TBWA\RAAD Middle East was established in the United Arab Emirates
United Arab Emirates
The United Arab Emirates, abbreviated as the UAE, or shortened to "the Emirates", is a state situated in the southeast of the Arabian Peninsula in Western Asia on the Persian Gulf, bordering Oman, and Saudi Arabia, and sharing sea borders with Iraq, Kuwait, Bahrain, Qatar, and Iran.The UAE is a...

 on February 23, 2000, to develop and expand TBWA Worldwide’s presence across the Middle East and Africa. It operates a team of more than 600 people across three main divisions – advertising, digital and public relations.The Dubai office based in the new Emaar Square offices in the shadow of Burj Khalifa acts as a central co-coordinating hub for the 14 associate TBWA offices across the Middle East and North Africa. The TBWA\RAAD network operates via agencies in the United Arab Emirates (Dubai and Abu Dhabi), Kingdom of Saudi Arabia (Jeddah and Riyadh), Qatar, Jordan, Kuwait, Egypt, Bahrain, Lebanon, Morocco, Algeria and Tunisia.

Absolut Vodka controversy

In April 2008 Teran/TBWA of Mexico released a controversial advertisement for Absolut Vodka
Absolut Vodka
Absolut Vodka is a brand of vodka, produced near Åhus, Skåne, in southern Sweden. Since July 2008 the company has been owned by the French firm Pernod Ricard who bought V&S Group from the Swedish government....

 depicting a 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
California
California is a state located on the West Coast of the United States. It is by far the most populous U.S. state, and the third-largest by land area...

 and Texas
Texas
Texas is the second largest U.S. state by both area and population, and the largest state by area in the contiguous United States.The name, based on the Caddo word "Tejas" meaning "friends" or "allies", was applied by the Spanish to the Caddo themselves and to the region of their settlement in...

). Absolut apologized for the advertisement and withdrew it following complaints from American consumers.

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
Formula One
Formula One, also known as Formula 1 or F1 and referred to officially as the FIA Formula One World Championship, is the highest class of single seater auto racing sanctioned by the Fédération Internationale de l'Automobile . The "formula" designation in the name refers to a set of rules with which...

 leader, Lewis Hamilton
Lewis Hamilton
Lewis Carl Davidson Hamilton, MBE is a British Formula One racing driver from England, currently racing for the McLaren team. He was the Formula One World Champion.Hamilton was born in Stevenage, Hertfordshire...

, from winning the last grand prix of the year in Brazil
Brazil
Brazil , officially the Federative Republic of Brazil , is the largest country in South America. It is the world's fifth largest country, both by geographical area and by population with over 192 million people...

. It became controversial when Spanish 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
Taco Bell chihuahua
Gidget "The Taco Bell chihuahua" Chipperton was a popular advertising figure and mascot, voiced by Carlos Alazraqui, and developed by TBWA and used by Taco Bell, a division of Louisville, Kentucky -based Yum! Brands. The Chihuahua is a breed commonly associated with Mexico, as are the tacos the...

In 1997 TBWA developed the Chihuahua
Chihuahua (dog)
The ' is the smallest breed of dog and is so named for the state of Chihuahua in Mexico. Chihuahuas come in a wide variety of sizes, head shapes, colors and coat lengths.-History:...

 campaign for Taco Bell
Taco Bell
Taco Bell is an American chain of fast-food restaurants based in Irvine, California. A subsidiary of Yum! Brands, Inc., which serves American-adapted Mexican food. Taco Bell serves tacos, burritos, quesadillas, nachos, other specialty items, and a variety of "Value Menu" items...

. 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 $US30 million in damages and a judge tacked on $US12 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.

Haagen-Dazs India

In December 2009, TBWA developed the campaign for Haagen-Dazs
Häagen-Dazs
Häagen-Dazs is a brand of ice cream, established by Jewish-Polish immigrants Reuben and Rose Mattus in the Bronx, New York, in 1961. Starting with only three flavors: vanilla, chocolate, and coffee, the company opened its first retail store in Brooklyn, New York, on November 15, 1976...

 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. Haagen-Dazs cut ties with TBWA after the negative publicity generated due to that incident.

Agencies and multihub creative networks

  • PIPAR\TBWA
  • www.tbwa-play.com
  • Chiat\Day
  • Auditoire
  • Agency.com
    Agency.com
    Agency.com is an interactive marketing agency based in New York City with offices worldwide. The company is a part of Omnicom Group Inc. and has approximately 500 employees in eleven offices on three continents...

  • TEQUILA
  • The Integer Group
    The Integer Group
    The Integer Group is one of the world's largest promotional, retail, and shopper marketing agencies. The Integer Group is a part of the Omnicom Group Inc. and a member of TBWA Worldwide...

  • G1
  • The Disruption Consultancy
  • Brand Architecture International
  • FAME (retail brand agency)
    FAME (retail brand agency)
    FAME is a retail branding agency headquartered in Minneapolis, Minnesota. Founded in 1990, it is part of the TBWA Network and Omnicom Group portfolio...

  • ZIMMERMAN
    Zimmerman
    Zimmerman derives from the German last name Zimmermann which means carpenter. Within the United States, it is ranked as the 441st-most common surname....

  • NEBOKO
  • TBWA\PALING WALTERS
  • THABASCO (TBWA\Groningen)

Abridged client list

  • Absolut Vodka
    Absolut Vodka
    Absolut Vodka is a brand of vodka, produced near Åhus, Skåne, in southern Sweden. Since July 2008 the company has been owned by the French firm Pernod Ricard who bought V&S Group from the Swedish government....

  • Accenture
    Accenture
    Accenture plc is a global management consulting, technology services and outsourcing company headquartered in Dublin, Republic of Ireland. It is the largest consulting firm in the world and is a Fortune Global 500 company. As of September 2011, the company had more than 236,000 employees across...

  • Adidas
    Adidas
    Adidas AG is a German sports apparel manufacturer and parent company of the Adidas Group, which consists of the Reebok sportswear company, TaylorMade-Adidas golf company , and Rockport...

  • Apple Inc. ("Think Different
    Think Different
    "Think Different" is an advertising slogan created for Apple Computer in 1997 by the Los Angeles office of advertising agency TBWA\Chiat\Day.It was used in a television commercial, several print advertisements and a number of TV promos for Apple products. Apple's use of the slogan was discontinued...

    "
    and "Get a Mac
    Get a Mac
    The Get a Mac campaign is a television advertising campaign created for Apple Inc. by TBWA\Media Arts Lab, the company's advertising agency, that ran from 2006 to 2009...

    "
    campaigns)
  • Beiersdorf
    Beiersdorf
    Beiersdorf AG is a multinational corporation based in Hamburg, Germany, manufacturing personal care products. Its brands include Elastoplast, Eucerin , Labello, and Nivea....

     (Nivea)
  • Nissan
  • Infiniti
    Infiniti
    is the luxury division of automaker Nissan. Infiniti officially started selling vehicles on November 8, 1989 in North America. Marketing operations have since grown to include the Middle East, South Korea, Russia, Taiwan, China, Ukraine and the United Kingdom. Infiniti began sales in additional...

  • McDonald's
    McDonald's
    McDonald's Corporation is the world's largest chain of hamburger fast food restaurants, serving around 64 million customers daily in 119 countries. Headquartered in the United States, the company began in 1940 as a barbecue restaurant operated by the eponymous Richard and Maurice McDonald; in 1948...

  • Michelin
    Michelin
    Michelin is a tyre manufacturer based in Clermont-Ferrand in the Auvergne région of France. It is one of the two largest tyre manufacturers in the world along with Bridgestone. In addition to the Michelin brand, it also owns the BFGoodrich, Kleber, Riken, Kormoran and Uniroyal tyre brands...

  • MobileOne
    MobileOne
    M1 Limited is a telecommunications company in Singapore. Launched in April 1997, it was Singapore's second mobile operator after SingTel and supervene by StarHub, Singapore's third mobile operator....

  • Hotels.com
    Hotels.com
    Hotels.com is an operating company of Expedia, Inc. that provides reservation services for hotel rooms and other places to stay.The company was founded in Dallas, TX in 1991 as Hotel Reservations Network by Dave Litman and Bob Diener as a toll-free telephone service, offering consumers a one-stop...

  • Malayala Manorama
    Malayala Manorama
    Malayala Manorama is a daily news paper, in Malayalam language, published in the state of Kerala, India. It was first published as a weekly on 14 March 1890, and currently has a readership of over 16 million . The Malayalam word "manorama" roughly translates to "entertainer"...

  • Henkel
    Henkel
    Henkel AG & Co. KGaA is an multinational company headquartered in Düsseldorf, Germany.The company operates in three business areas: Home Care , Personal Care ,...


  • Pepsi
    Pepsi
    Pepsi is a carbonated soft drink that is produced and manufactured by PepsiCo...

  • Gatorade
    Gatorade
    Gatorade is a brand of sports-themed food and beverage products, built around its signature product: a line of sports drinks. Gatorade is currently manufactured by PepsiCo, distributed in over 80 countries...

  • Masterfoods
  • Samsonite
    Samsonite
    The Samsonite Corporation makes luggage with its products ranging from large suitcases to small toiletries bags and briefcases. It was started in Denver, Colorado, USA in 1910 byJesse Shwayder, as the Shwayder Trunk Manufacturing Company. Shwayder named one of his initial cases "Samson", after the...

  • Sentosa Development Corporation
    Sentosa Development Corporation
    Sentosa Development Corporation is a statutory board in Singapore, under the purview of the Ministry of Trade and Industry....

  • Shangri-La Hotels & Resorts
  • Singapore Airlines
    Singapore Airlines
    Singapore Airlines Limited is the flag carrier airline of Singapore. Singapore Airlines operates a hub at Changi Airport and has a strong presence in the Southeast Asia, East Asia, South Asia, and "Kangaroo Route" markets...

  • Standard Chartered Bank
    Standard Chartered Bank
    Standard Chartered PLC is a multinational financial services company headquartered in London, United Kingdom with operations in more than seventy countries...

  • Starburst
    Starburst
    Starburst may refer to:*Starburst region, a generic term to describe a region of space with a much higher than normal star formation*Starburst galaxy*Starburst , the breaking up of a large company...

  • Visa
  • V-Guard
  • Washington Mutual
    Washington Mutual
    Washington Mutual, Inc. , abbreviated to WaMu, was a savings bank holding company and the former owner of Washington Mutual Bank, which was the United States' largest savings and loan association until its collapse in 2008....

     ("Whoo hoo!" campaign)


External links

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