Disruption gets
recognized

In TBWA\Media Arts Lab’s latest spot for Apple, Emmy- and Golden Globe-nominated actress Bella Ramsey stars in a trio of ads, highlighting Apple’s new artificial intelligence tools as solutions to avoid awkward situations. The cutting-edge tools work seamlessly across apps to generate movies, search photos and videos, clean up images, transcribe audio, and prioritize emails.

Pitching demands can send marketers and procurement teams into a streamlining and cost-cutting frenzy. TBWA\Worldwide’s Deepthi Prakash, shares four ways to optimize a process filled with contradictions.

TBWA\Sydney’s new campaign, ‘It Has to Be Heinz,’ showcases just how far the average person would go to savor every last drop of Heinz ketchup. This comical ad, dedicated to loyal consumers, launches nationwide. The campaign features large format OOH in prime locations, with creative elements tailored to engage consumers right where they are. This includes custom transit ads in metro areas and platform-specific social media executions on Meta and TikTok to garner attention.

Bruno Regalo, TBWA\Worldwide’s Global Chief Design Officer, sits down with Little Black Book to dive into the world of design. Reflecting on his passion, Bruno remarked, “Design always walks the line between being informative and persuasive, and in the right hands, it has the power to do good—unifying communities, educating people on important issues, and inspiring positive change.

Erin Riley has climbed the ladder at TBWA over the last eight years, and now she has risen to the top role as global chief executive officer. It’s a promotion that will allow the collective to continue its role as an industry disruptor. Riley’s elevation from U.S. CEO of TBWA\Chiat\Day is part of a new global leadership team for 2025. Erwan Guillou, currently TBWA\Chiat\Day U.S. CFO and global chief pricing officer, has been appointed as global CFO.

Modibodi and Fabric\TBWA have partnered to dispel the common menstruation myth about swimming during your period. Titled “Fear Not”, the campaign shows the leak-proof efficiency of the Modibodi swimsuit as a freediver swims with 5-meter tiger sharks…while on her cycle.

TBWA\NZ is helping bring old school justice to modern day scams in a new campaign for Age Concern New Zealand, a charity dedicated to promoting the care, well-being, and security of older people. The spot reimagines famed 1980s cop drama CHiPs to educate elderly people about the growing threat of scams.

Fast Company Middle East talked to some of the winning agencies from its ‘Most Innovative Companies’ list to understand their success, what innovation means, and identify their primary drivers. According to Romy Abdelnour, Head of Communications at TBWA\RAAD, to be successful you need to stay updated with cultural trends and technology advancements. “Innovation is about predicting trends, aligning with cultural shifts, and ensuring our brands are relevant in this ever-evolving landscape.”

Fresh from taking up the role as Chief Client Officer, Mai reflects on how tech-savvy brands are winning in digital spaces. “The reach that a brand can have has multiplied. Now, by leveraging technology, a retail brand without a physical store can have a global reach. And now, leveraging technology, that same brand can engage customers in much richer and much more meaningful ways. They can provide their customers with the ability to create communities.”

Apple has launched its debut Mac students campaign in collaboration with TBWA\Media Arts Lab Shanghai. The new spot highlights three of the most popular Gen-Z creators demonstrating Mac-exclusive features. The film, shot entirely on the iPhone 15, seeks to inspire Gen-Z to pursue their own dreams and aspirations.

Nissan’s ‘Whole New Thrill’ campaign created by Juniper Park\TBWA is a window into how the brand makes the Canadian driving experience more thrilling.

Four’N Twenty has partnered with TBWA\Melbourne to launch a new national campaign to mark its sponsorship of the Australian Olympic Team. Titled ‘Running On Paris Time’, the campaign aims to extend the pie brand’s reach beyond Australia.

Rhonda George-Denniston, Chief Learning & Development Officer at TBWA\Worldwide talks authenticity, empathy and why it’s OK for leaders not to know all the answers.

TBWA\Chiat\Day’s Associate Creative Director and Copywriter, Kristi Lira, emphasizes the importance of creating more inclusive environments and ensuring representation, not only in advertisements but also within teams.

Yong Ping, ECD of TBWA\Singapore shares why creativity needs to be believed in, encouraged, and applied. “Creativity is a lifestyle, mindset, freedom of imagination, it’s constantly being inspired, open to new influences, being a sponge to culture and what’s happening around you.”

Collective AI is the doorway to all the AI tools available to TBWA employees and clients. It includes custom AI applications, uses TBWA’s extensive archives, and is powered by Omni’s first-mover, partnerships negotiated with Adobe, Microsoft, Google, DALL-E and more.

Sports were a hot topic at Cannes this year, and Ben Williams, Global Chief Creative Experience Officer at TBWA\Worldwide was in the midst of the conversation. Sitting on the Entertainment Lions for Sport jury, Ben saw firsthand the influx of creative work fueled by sport and culture, and he shared his key takeaways with Ad Age.

TBWA\Chiat\Day NY is charged with elevating Carnival’s brand platform to create a distinctive and disruptive position for the brand with a plan for growth.

In an effort to combat household food waste, Love Food Hate Waste NZ teamed up with TBWA\New Zealand to help bring much needed attention to the issue.

LG and TBWA\Chiat\Day NY have launched ‘Optimism your feed’, which aims to help users bring more optimism to their social media experience.

TBWA\Chiat\Day LA has launched a new campaign titled ‘It Hasn’t Changed’, bringing back the tagline “Is it in you?”. Narrated by Michael Jordan, the spot brings back the brand’s classic black and white aesthetic with images of athletes highlighted with colorful Gatorade-colored sweat.

Brandon Thorton, Executive Strategy Director at TBWA\Chiat\Day LA on the power of authentic storytelling in sports marketing.

TBWA\RAAD Managing Director, Dan Leach, on the agency’s strategic expansion to serve as a central hub for both local and global brands.

Paul Bradbury, President and CEO of TBWA\Australia & TBWA\New Zealand dives into the importance of creative inspiration, crafting meaningful work and the necessity of innovation.

Max Reed, Creative Director at Eleven and TBWA\Melbourne, on Beyoncé’s new country album, Cowboy Carter, and what the advertising industry can learn from its creative risk and innovative push towards another genre.

Meet Iruyo: the AI-powered toy that connects you with your baby in the back seat.

Global Strategist at NEXT, Kelvin Chong, chats with Advertising Council Australia about his role with NEXT, experience at AdSchool and his growth as a strategist with TBWA.

TBWA\NZ’s latest campaign for 2degrees supports the brand’s Super Rugby Aupiki sponsorship. Collaborating with Sky and TikTok, it’s the first time a sporting final has been shot vertically and broadcast on TikTok, bringing a wholly unique experience to the platform.

There’s not a golden arch in sight, but you’ll know this is a McDonald’s billboard when you smell it… TBWA\NEBOKO and McDonald’s Netherlands have installed mini billboards across the Dutch cities of Utrecht and Leiden that don’t use a single word or image to advertise McDonald’s offerings, instead they pump out the unmistakable aroma of warm McDonald’s french fries.

Companies have long tried to make offices less stuffy by creating collaboration spaces. The resounding solution lately seems to be incorporating couches into the office space. “We’ve reached peak couch,” says Miller, the chief talent officer at TBWA Worldwide. TBWA now boasts 15 sofas in its Manhattan office space, up from five a year ago.

Congratulations to TBWA\Columbia Associate Creative Director Stephanie Rumierk Briceñoon on being selected to participate in the 2024 #SeeItBeIt 10th anniversary cohort at the Cannes Lions International Festival of Creativity! The programme aims to achieve equal gender representation among creative directors and leaders across the global industry. 

TBWA\Hakuhodo has announced the appointment of Wataru Uchida as its new president and Chief Executive Officer. A veteran of the agency since 1992, Uchida has been an integral part of TBWA\Hakuhodo’s journey since its inception in 2006. Known for his prowess in integrating digital innovation with traditional marketing strategies, Uchida brings a wealth of experience to his new role.

TBWA\MCR and Prost8 are squashing assumptions about prostate exams, because despite common misconceptions, most exams are actually done via a blood test in the arm. Prostate exams save lives, so it’s time men “know their arse from their elbow”.

Carl Willoughby, CCO at TBWA\Hunt\Lascaris on the importance of being in the office despite digital advancements and tools. “If the past 4 years taught me anything it was that people really need people.”

There’s nothing more iconic than a little Tiffany Blue box. After all, its notoriety has been built over centuries. That iconography and heritage are the focus of Tiffany & Co.’s latest campaign, “With Love, Since 1837,” created by TBWA\Chiat\Day LA.

Levi’s and TBWA\Chiat\Day LA have unveiled a new campaign and open casting call for fans around the globe. Part of the brand’s ‘Live in Levi’s’ campaign, the short film captures the essence of dance as a vehicle for change and progression.

Global Chief Creative Officer at dotdotdash and TBWA\NEXT, Kim Laama chats with Addison Capper from LBB about her team’s focus on innovation, bringing the power of Disruption and the ‘everything and anything’ of brand experience.

Eve Remillard-Larose, Des Jones and Adam Reeves sat down with LBB to discuss the recent merger between DDB Canada and Juniper Park\TBWA, and their vision for 2024.

MLL and TBWA\Helsinki developed an AI warning system that identifies and alerts parents of emerging social media trends in their area.

HeimatTBWA\’s new campaign for beer brand Muschicraft, ‘The Most Illegal Beer’, breaks laws in 50 countries. Why? Because the beer has been brewed by women. The 90-second video features women from different countries getting involved in the production, as a narrator details the law that each woman has broken by doing so. Proceeds from sales will go to supporting Women for Women International, a global organization fighting for gender equality.

Starhub and TBWA\Singapore are showing just how much of today’s tech necessities would cease to exist without women. Imagine a phone without wifi, bluetooth, or even a call button… The spot depicts just how essential women in tech are.

Joanne Lao, CEO of TBWA\Greater China on innovating in advertising and navigating cultural nuances. “Once I joined the industry, I knew it was where I belonged. I love working in a company with creativity at its core, where it’s your job to think disruptively and break conventions.”

Wilcox is the first big hire under Erin Riley, who was appointed TBWA\Chiat\Day’s first-ever U.S. CEO in November. Emily says “I am thrilled to have the opportunity to work alongside the wonderful leadership team at TBWA\Chiat\Day who share my strong belief that great creativity is a brand’s biggest competitive advantage.”

Powered by AI, TBWA\Helsinki created ‘The Dog Vending Machine’, which comes equipped with canine face recognition – allowing an enticing product trial experience for the consumer, aka dogs.

HeimatTBWA\ is promising new beginnings in its newest ad for European gardening and home improvement store HORNBACH. The spot frames spring projects as a chance to be reborn—quite literally.

To celebrate the grand re-introduction of the McD’s Deluxe Burger range, TBWA\Belgium found it fitting to pair the popular menu item with the finest cutlery – something that’s never been done before! It has to be said, a deluxe burger deserves the deluxe treatment.

Desmond Marzette, Executive Creative Director at TBWA\Chiat\Day, shares the impact Pro-Line Hair Products’ ‘Just for Me’ campaign had on him as a kid. “I didn’t use these products, but the commercial still stuck with me. Maybe it’s because I was 11 years old, and seeing Black kids smiling and joyful was enough to make me feel the same.”

Andy Jex, CCO at TBWA\London, on his journey from a curious child in the ‘golden age’ of TV advertising to a leading figure in the creative industry.

More than a trend report, Backslash Edges does not spotlight the hot new aesthetics, here-today-gone-tomorrow fads, or buzzy social media moments. Instead, it offers a future-focused look at major global cultural shifts—allowing us to peek around the corner of culture before it becomes mainstream.

DirecTV wants Americans to know that they no longer need satellite dishes to access its services, and is using two unlikely protagonists to get its message across – pigeons. Created by TBWA\Chiat\Day LA, ‘For the Birds’ sees a pair of pigeons, voiced by Steve Buscemi and Henry Winkler, as they humorously educate consumers that their favorite rest stops are now missing from DirecTV households.

In a fresh series, APAC adland CEOs share their hopes and fears for the year ahead and reflect on 2023. This week, Paul Bradbury, President and Regional CEO of TBWA\Australia and TBWA\New Zealand enters the chat.

TBWA\Chiat\Day NY teamed up with the world’s leading Spanish-language media and content company to create an exclusive in-culture, in-language broadcast experience for Latino viewers. Featuring SNL breakout star Marcello Hernandez, rapper and singer Myke Towers, and the band Grupo Frontera, the spot depicts an unexpected adventure while test-driving the latest Nissan Pathfinder.

TBWA\Chiat\Day LA has launched a 30-second Super Bowl spot for Discover featuring the hilarious Jennifer Coolidge, depicting just how much she begrudges those dreaded customer service robots in a way that only Jennifer Coolidge could.

Now in its seventh year, Apple celebrates Chinese New Year with a Shot on iPhone film developed by TBWA\Media Arts Lab Shanghai, that sends a poignant message spanning far beyond China.

TBWA\Group Canada has hired leading creative, Adam Reeves, as Chief Creative Officer across both Juniper Park\TBWA and DDB Canada – marking a new age of creativity for the group.

Apple captured the unique expressions of 30 babies for an especially cute installment of its long-running and celebrated ‘Shot on iPhone’ campaign. Created by TBWA\Media Arts Lab, the spot shows off the iPhone 15’s ability to turn any photo into a portrait.

NEXT, TBWA’s global innovation practice, deciphers all of the signals coming out of CES 2024 in their latest report. From spatial experiences to intimate AI, and inclusive design, the team has identified the biggest shifts that they believe will shape the future of brand experience.

Amy Ferguson, CCO of TBWA\Chiat\Day New York joins the Jury President lineup for Cannes Lions 2024. Taking on a crucial role within the festival, Amy will head the Social & Influencer jury. Additionally, Tor Myhren, VP of marketing communications at Apple will serve as the Film Lions President.

TBWA\Singapore has confirmed its win of the creative remit for the Mandai Wildlife Group, overseeing the Mandai nature district. TBWA’s responsibilities will include brand building efforts across the Group’s flagship zoological parks along with new green public spaces, and upcoming projects such as the Rainforest Wild, nature-based indoor attractions, meetings, incentives, conferences and exhibitions (MICE) facilities and an eco-friendly resort.

Brazil has the highest rate of homicide among trans people, with the majority of victims being between the ages of 18 to 29 years old. To bring awareness and pay tribute to the trans people who, against the odds, surpass the age of 30, Lew’Lara\TBWA partnered with Billboard Brazil magazine to create a special “Over 30” edition. This edition features a list of 30 outstanding Brazilians leading the fight against transphobia in Brazil.

TBWA\Asia has appointed Peter Khoury to the dual role of Regional Chief Creative Officer and Singapore’s Chief Creative Officer. Khoury will work in tandem with the collective’s regional creative leadership team: Melvin Mangada, Chair and Chief Creative Officer at TBWA\SMP, Takahiro Hosoda, Chief Creative Officer at TBWA\Hakuhodo, Ronnie Wu, Chief Creative Officer at TBWA\Shanghai, and Veradis Vinyaratn, Chair and Chief Creative Officer at TBWA\Thailand.

2023 was officially the hottest year ever recorded. Yet ads promoting high-carbon lifestyles and products are still common. According to Kimberlee Wells, CEO at TBWA\Group Melbourne Adelaide and Global Practice Lead at Sustain\by TBWA, banning these ads altogether may actually do more harm than good. “The economic impact would likely paralyze progress on the carbon transition practices so desperately needed.” Instead, she believes that “education, accurate reporting on carbon footprints, and transparent transition plans combined with government intervention are likely to be more effective than outright bans.”

Troy Ruhanen, president and CEO, TBWA\Worldwide predicts “2024 will be the year we finally say real iconic work for real paying clients is back.”

Johnny Thai, Junior Cultural Strategist at TBWA\Worldwide, joins Ad Age’s Adrianne Pasquarelli and other Gen Zers for a roundtable discussion on why their generation shops.

Love Food Hate Waste NZ, a nationwide programme to help New Zealanders understand and take action to reduce their food waste, has appointed TBWA\NZ as its creative services agency following a competitive procurement process.

TBWA\Chiat\Day NY’s 10-Minute TikTok for Hilton and TBWA\Media Arts Lab’s ‘Fuzzy Feelings’ campaign for Apple have been listed as Ad Age’s 40 Best Ads of 2023.

Following Unilever’s recent strategy announcement on cooling off on purpose-led marketing for some of its brand, Campaign ask industry experts to weigh in on whether or not there is a case for it, and if now is the right time?

TBWA\Switzerland AG has launched a new campaign for McDonald’s Switzerland that really crunches the numbers when it comes to Chicken McNuggets. Based on the social media creation coined the ‘Chicken McNugget Theorem’, fans concluded that it’s difficult to split their orders of McNuggets because you can’t add on single nuggets to your order… until now. For a limited time, McDonald’s Switzerland is selling individual orders of Chicken McNuggets

For the 2nd consecutive year, TBWA\RAAD has been recognized as one of the Middle East’s Most Innovative Companies by Fast Company Middle East for “creating shared goals through dynamic and flexible policies”.

‘Hope Sogni’, is an AI-generated Fifa presidential candidate. Created by Dark Horses, Sogni, who would like to be Fifa’s 10th – and first female – president, was created to highlight the vital role women can play in the decision-making process.

Apple’s latest holiday ad by TBWA\Media Arts lab mixes stop motion and live action to tell a heartwarming story about a grumpy boss and his employee.

Erin Riley, who has been with the agency for nearly eight years, is taking on the role after serving as the CEO of TBWA\Chiat\Day Los Angeles since 2021. She will oversee TBWA\Chiat\Day Los Angeles, New York and Nashville. “These are very robust agencies that share a lot in terms of ethos and methodology, but also have things that are very distinct about them, things that we want to preserve,” Riley said.

TBWA\Melbourne is on the hunt for fresh talent with its 2024 apprenticeship program ‘Fresh Fries’. Now in its sixth year, Fresh Fries gives successful applicants an opportunity to taste test each of the agency’s four departments – business management, planning, creative and project management/production, as well as a stint at sister agency Eleven PR.

Renata Yannoulis, Senior Strategist at TBWA\Sydney explains that while action may be hard, completing a census is an easy way to help to progress diversity and inclusion in adland. “It’s small steps and open forums where many voices are heard.”

TBWA\Hunt Lascaris translates South Africa’s powerful singing tradition of gwijo into a campaign for MTN that rallied the entire nation. These are songs of encouragement deeply embedded in local culture. The chosen gwijo, ‘Mtaka Mama’, is about togetherness and the nation’s defiant spirit, emphasizing that they’re all brothers and sisters. It’s a soul-stirring anthem that transcends race and language.

TBWA\Worldwide has named Jen Costello as global chief strategy officer. Formerly chief strategy officer of TBWA\Chiat\Day Los Angeles, Jen will be responsible for supporting the collective’s almost 2,000 strategists in their pursuit of creative excellence.

As ad agencies find that they must move on from their traditional roles as creators and strategists and AI makes its presence increasingly felt, is a root-and-branch change to the industry’s long-standing business model necessary?

For spooky season, Jack in the Box and TBWA\Chiat\Day LA released the brand’s first-ever horror short entitled ‘Feeding Time.’ The spot opens with a trio of unruly teenagers stealing candy from two children. While walking off with their bounty, they notice a suspicious food truck peddling “Free Angry Monster Tacos.”

The project is “designed to attract donations in a younger and more modern way through humor. And nothing’s more modern than a streaming platform,” said Fernando Lyra, creative director of Lew’Lara\TBWA.

The campaign’s mission is to educate younger men and women about the 26 factors and symptoms of breast cancer and the importance of regular checks.

Nicolas Bordas, Vice President International at TBWA\Worldwide and Chairman at TBWA\Corporate, has launched a monthly newsletter titled “The Killer Idea” about (you guessed it) killer ideas found on LinkedIn each month. In the first English iteration, Bordas explains why senior citizens should be reintegrated and prioritized in the workforce.

Anthony Hamelle, Executive Director at TBWA\Chiat\Day NY on how younger generations are making and spending money.

Pineda will steer the agency’s creative work with ECD Laura Paikkari, actively challenge the status quo, and push for even more iconic client work. “I am honored to work with this crowd of remarkable individuals and fearless and ambitious clients”, said Pineda.

Coinciding with the launch of the new iPhone 15 Pro Max comes a new spot starring Grammy winning songstress, Olivia Rodrigo. Created in collaboration with TBWA\Media Arts Lab, the film not only manages to promote the new phone, but also her new single “Get Him Back”.

Nearly eight out of 10 Muslims use online matchmaking platforms to find life partners. This is just one of several notable changes in how Muslim singles approach dating in the digital age revealed in TBWA\Asia’s new multi-market research. “Through meticulous analysis of data found in social media conversations, the report identifies 8 Areas of Marriage Readiness which lists out spirituality, character, family consent and blessings, communication, financial and security, health, future home, and finally, the Nikkah\Wedding,” said Nazirah Ashari, head of 65 DB Kuala Lumpur, strategy director at Halal Wave, TBWA\Asia and author of the report.

On Sunday nights in the fall, once the football games are over, NFL watchers face a harsh return to reality. The so-called “Sunday scaries” aren’t unique to football fans, of course, but when Sunday is your favorite day, the sudden arrival of the workweek does seem particularly cruel. DirecTV and TBWA\Chiat\Day Los Angeles, though, have found an unexpected way to send you off to slumberland without a care in the world on Sunday nights—with help from Travis Kelce, star tight end for the Kansas City Chiefs.

On the latest episode of The Evolution of Creativity and Creative, Erin Riley, CEO at TBWA\Chiat\Day LA, connected with Forbes to discuss agency experience, client-side stints with both Gap and Cole Haan, and an earlier career spent with some of advertising’s most vaunted agency brands and the clients they represent. “When you lean into the boldness of a big idea and the power of creativity, you can unlock more than you imagined possible…so organizations have to decide: do I want to be slow and steady, or do I want to take a moon shot?”