Disruption gets
recognized

Back in February, Hilton and TBWA\Chiat\Day NY released a 10-minute TikTok video that took viewers on a sprawling journey, spanning dozens of locations, multiple genres, and featuring appearances from half a dozen beloved TikTok creators. The spot earned 4 million views within its first two days and set the bar for how brands should engage with their audience.

TBWA\NEBOKO and TBWA\X have turned every streaming service into a McDonald’s Delivery platform by making it possible to order the brand’s iconic products in films or series simply by scanning them. The campaign perfectly taps into the content streaming culture, leveraging the iconic McDonald’s products that appear in countless movies and series. From big blockbusters to popular sitcoms, ‘Order That Scene’ is the biggest McDonald’s product placement campaign to date without spending anything on product placement or copyright.

180LA and Cox Communications created “Visiting Hours,” a pilot program reimagining visitation in the American prison system, seen through the lens of three inmates.

In the Philippines, newcomer telecoms company DITO needed to take on the international behemoths that dominated the market. While these big names tend to recruit major Hollywood and K-pop stars, DITO and TBWA\SMP elevated unknown local musicians from underrepresented parts of the country that reflected the diversity of the Philippines.

TBWA\Hakuhodo has launched a new project that utilizes the metaverse to revitalize the agency’s internal communication. Titled “The Escape”, the game features the TBWA\Hakuhodo office and enables team building activities through evacuation drills.

IKEA is celebrating its 45th anniversary in Singapore this year. Making use of the brand’s iconic pencils provided for free, IKEA, with the help of TBWA\Singapore, is celebrating its really long history with a long version of its pencil. “As a nod of appreciation to the people who have supported the brand over the years, we thought it would be fun to create some nostalgia with the iconic IKEA pencil that we all know and love”, said Asheen Naidu, executive creative director at TBWA\Singapore, who worked with IKEA on the campaign.

TBWA has promoted its Chief Diversity Officer for North America, Aliah Berman, to Global Chief Diversity Officer. In her new role, Berman will seek to replicate this progress in priority areas, including the UK.

Jack in the Box has never been subtle about its ties to cannabis culture, and plans to embrace it fully in celebration of the upcoming weed extravaganza that is 4/20. In a new campaign with TBWA\Chiat\Day LA, the brand is bringing back Pineapple Express Shakes – which sold out quickly during last year’s event – and distributing them via food trucks throughout LA.

TBWA has promoted Deepthi Prakash to the new role of president international and chief product officer. With the creation of this role, TBWA is changing the way it approaches client relationships to offer both broad marketing strategies and deep specialization, or what TBWA Global CEO Troy Ruhanen calls “specialisms.”

TBWA has 27 nominations across our global collective this year, from TBWA\Media Arts Lab, TBWA\Chiat\Day LA, TBWA\Sydney, TBWA\Singapore, TBWA\X, TBWA\Santiago Mangada Puno and 180LA. Cast your vote by April 20th.

Canadian Women’s Foundation PSA Presents Differing Outcomes in a Story of Gender Based Violence Moving into the third year of their partnership, Juniper Park\TBWA and the Canadian Women’s Foundation continue to collaborate on the Signal for Help. They recently launched the new PSA, ‘Change the Story’, to continue to shift the culture around gender-based violence from stigma to one of support for survivors.

TBWA\Hunt\Lascaris sees its 40th celebration as a transition into maturity. The agency has seen it all – the end of apartheid South Africa, the 2008 financial crisis and the Covid-19 pandemic. “For an agency like Hunt Lascaris to still be operating after such immense change is remarkable,” said Luca Gallarelli, group CEO of TBWA\South Africa.

SXSW Sydney is a week-long event where the tech and innovation, games, music and screen industries converge. This year, TBWA has 6 proposed panels. Make sure to vote on what you’d like to see!

The right music choice is extremely important when creating an ad. Unfortunately, many campaigns tend to fall back on safe genres and songs instead of exploring unexpected musical options. Liz Pfriem, senior music supervisor at TBWA\Media Arts Lab shares her thought process to pick the perfect song. “I love digging deep, trying out the unexpected and am lucky enough to have an agency and client that embraces an unexpected earworm.”

Adidas has turned its attention to women’s safety when exercising as part of a renewed pledge to inform and educate men about violence against women. As part of this initiative, Adidas conducted a survey of 9,000 runners from nine different countries and found 92% of women are concerned for their safety when they go for a run. The brand’s newest campaign, ‘The Ridiculous Run’, by TBWA\Neboko depicts the extreme measures women must take in order to feel safe when running, with the aim to raise awareness in men of the part they play in helping women feel safe while exercising.

TBWA\Chiat\Day LA’s chief financial officer, Wayne Hempe, on invaluable life skills, technical knowledge and how vulnerability builds trust. “One of the major strengths of a good leader is the ability to inspire people, which I believe should come naturally, coupled with empathy, which is also not taught.”

TBWA has hired Ben Myers as its first chief marketing officer for North America. In the role, Myers will be responsible for driving growth across the agency’s offices in the U.S. and Canada.

Starring the contemporary Singapore Airlines’ cabin crew, the new campaign by TBWA\Singapore builds on the brand’s strong foundations of heritage and takes on a fresh and modern look and feel.

Behr has launched its latest campaign ‘Hearing Things’ with TBWA\Chiat\Day LA. In the ad, a woman’s insecurity about the poor state of her walls begins to infiltrate her every thought, until she’s mishearing harmless comments from people in her life as criticisms.

Aliah Berman, TBWA\North America’s Chief Diversity Officer sat down with Tarana Burke, activist and founder of the ‘me too.’ Movement, at SXSW 2023 to discuss the power a platform has to drive equity and disruptive change.

TBWA\Chiat\Day LA’s new Quickbooks campaign ‘Small Business Spotting’ aims to increase recognition for small businesses around the US by way of small business spotting through engagement across social media.

TBWA\Worldwide has been named one of Fast Company’s Most Innovative Companies for the fifth year in a row – ranking No2 in the Advertising sector.

When it came to promoting the official launch of its first all-electric SUV, the Nissan Ariya, TBWA\Chiat\Day NY and Nissan embraced a new approach for the company—deploying a TikTok-first campaign with the help of more than 1,500 creators on the platform for its #HowDoYouSayAriya campaign. “What I like about the TikTok campaign is that it’s so simple,” said Leslie Stone, Chief Strategy Officer for Nissan at TBWA\Chiat\Day.

A creative campaign by TBWA\Neboko and Philips showcases a true story between two unlikely protagonists. The film brings together Sophie (a former patient) and Dr. Boden (her radiologist). Their story unfolds as we dive deeper into the world of unseen heroes (radiologists) and the road to recovery for patients.

Chief Executive of TBWA\London, Larissa Vince, shares her views on whether it’s realistic for companies to continue investing in marketing at normal levels during an economic downturn.

TBWA\Worldwide announced the appointment of Faye Raincock to the role of Global Head of Communications. Based out of London, Faye will be responsible for creating and executing the global collective’s communication and content strategy, working with TBWA’s global leadership team and market leads around the world.

Hilton and TBWA\Chiat\Day NY’s new campaign “Connecting Room Concerts” highlights the hotel’s connected rooms feature for travelers looking for larger spaces when booking family or group travel. The first performance comes from six-time Grammy-Award winner, Brandi Carlile.

Apple and TBWA\Media Arts Lab Singapore’s new film has classic Bollywood style and romance at its core. Directed by Vishal Bhardwaj, the film serves as a cautionary tale about technology gone wrong—an interesting choice for the world’s biggest tech marketer.

Carlin Dixon, Program Manager and Diversity, Equity and Inclusion Lead, at TBWA\Chiat\Day NY, shares that the agency will explore the month’s theme ‘Black Resistance’ as a means to celebrate black culture and the many contributions black people have made throughout America.

Polly and TBWA\Chiat\Day LA are bringing humor, elevated design and an entirely new brand experience to car buyers in an all-new campaign titled, Get it Together. The hilarious campaign depicts how Polly can help you get your car and car insurance together, but getting your story together is up to you.

TBWA\Chiat\Day NY‘s head of integrated production speaks on the production secrets behind content that truly hits the mark.

When you’re hungry, everything makes you think of food. The new poster campaign from TBWA\Paris for McDonald’s France leans into this premise by subtly inserting its core menu items into beautifully designed entrance doors of various buildings (underlining, of course, that McDonald’s will deliver straight to your door).

TBWA\Chiat\Day New York packed its bags from that storied street to move to the Daily News Building at 220 East 42nd St. Making it the last big agency to leave the famed New York Street.

The prejudices of AI are at the heart of a Wired Italia campaign, produced with TBWA\Italia. Using Midjourney, a generative AI system capable of creating images based on text prompts, the campaign conducts an experiment asking the AI to generate images of “lovers”, “parents”, and a “manager” among other things. Without fail, the images of lovers and parents were exclusively depicted as heterosexual couples, and the manager as a white male, signifying the bias of AI and the importance of human intelligence behind these tools.

Apple TV+ tapped Timothée Chalamet for its latest brand campaign, “Call Me”, made in collaboration with TBWA\Media Arts Lab. The campaign follows Chalamet as he goes about his life at home, at a crowded press conference and on set for a photoshoot, all while fantasizing about Apple TV+’s various projects. Fixated on why he doesn’t yet have a role on the platform.

TBWA’s innovation practice, NEXT, distills the 8 major shifts from CES 2023 that will change human behavior, culture, and the future of brand experience.

TBWA\Worldwide’s Global Director of Product and Marketing, Deepthi Prakash notes that TBWA is “continually investing in understanding culture and consumer behaviors while expanding our offerings across the total brand experience.”

The Cannes Lions International Festival of Creativity has named its Jury Presidents for 2023. This year’s line-up includes Brent Anderson, Global Chief Creative Officer at TBWA\Media Arts Lab, judging the Entertainment Lions.

This part of Adweek’s series covering fellowship programs at agencies recognizes TBWA\Chiat\Day’s Youngbloods program, which welcomes recent graduates or career changers to operate across various agency departments.

Larissa Vince, Chief Executive Officer at TBWA\London joins Campaign and other advertising execs for a round table discussion on the current state of the industry and the myriad challenges that lie ahead over the coming 12 months.

TBWA\Chiat\Day New York’s Anthony Hamelle, Executive Director of Digital and Social explains that overproduced ads feel distinctly out of place on platforms like TikTok. Only native users seem to grasp the vibe––and that instinct is in hot demand.

Janni Widerholm is TBWA\Chiat\Day LA’s award-winning Creative Director, specializing in turning cultural insights into ideas that earn their engagement and fight against conventions.

Canadian online sports betting company Sports Interaction launches a new campaign that draws upon the edge-of-your-seat feeling of suspense that comes with sports betting. The campaign was created in collaboration with global Toronto-based creative brand experience company, Juniper Park\TBWA.

TBWA\RAAD partnered with Abu Dhabi Investment Office and Weber Shandwick to giveaway $1 million worth of Web3 domains so that women could have the resources necessary to start a Web3 business.

TBWA\HAKUHODO and Sarufutsu village in Japan took note of mountains of discarded scallop shells and suggested a way to reduce the waste in the area by recycling the shells and turning them into sturdy helmets.

TBWA\Worldwide’s perennially evolving collective wins Adweek’s 2022 Global Agency of the Year for the second time in a row.

TBWA\NEBOKO’s chief strategy officer, Natalie Gruis on the boosterish, tech-crazed zeitgeist of the mid 2010s and how sometimes an expert if the best option.

Saudi Arabia’s win over Argentina had everything: passion, determination, leadership. It’s a lesson for us all. Businesses that can bottle that underdog spirit are the ones that will endure and succeed.

International advertising agency TBWA\Melbourne has an in-house training program with a 100% success rate for placing permanent positions. The secret? Small hiring pools.

Influencia recently interviewed Nicolas Bordas, International Vice-President of TBWA\Worldwide, Chairman of TBWA\Corporate, and author of The Killer Idea.

Alliander and TBWA\NEBOKO won the 2022 Diversity in Business Award with TBWA\NXT project, through which offers underprivileged students the opportunity to become acquainted with the creative industry.

TBWA\Worldwide President and CEO Troy Ruhanen on why disruption and innovation investment provide the rocket fuel for growth.

To celebrate how soccer can unify players and fans around the world, Adidas has released the latest part of its ongoing “Impossible Is Nothing” campaign ahead of the FIFA World Cup taking place in Qatar.

Participating as a juror in the many festivals that animate the advertising sector is an activity that occupies part of the agendas of advertiser executives. Claudia Safont, CEO of TBWA\Spain, has a long practice in such work.

Faced with the ban of waving an LGBTQIA+ flag during the FIFA World Cup in Qatar, the Stop Homophobia Association, Pantone and TBWA\Paris designed a special flag that could not evoke any suspicion.

More than ever, it is vital for every industry, including the creative sector, to drastically change its practices and point audience attention to the climate emergency. There have been several impactful creative projects alerting and educating audiences about the climate crisis; one of these includes the Climate Crisis Font by TBWA\Helsinki.

Jen Costello, CSO at TBWA\Chiat\Day, and Drew Gerber, CEO of Wasabi Publicity, are talking about ways to make the advertising industry more sustainable.

The campaign “Virén Chair,” designed by TBWA\Helsinki for Fortum, made it to the Eurobest competition shortlist in the Innovation category. Made of recycled Fortum Circo plastic, the chair’s specialty is its ability to always stand up.

Should agencies be supporting their employees’ side hustles? Yosuke Nakamura, head of HR at TBWA\Hakuhodo in Japan, and employees of the agency are giving their opinion.

If you went missing, how much press would you be “worth”? The Columbia Journalism Review and TBWA\Chiat\Day NY unveiled a tool on Thursday that calculates the number of stories your disappearance would net, based on demographics.

In a world ruled by ephemeral ads no bigger than the screen in the palm of your hand, only outdoor ideas can give both clients and creatives butterflies in their stomachs when they see their work on a giant scale, writes TBWA\RAAD’s ECD, Alex Pineda.

As “brand guardians,” creative agencies have a huge role to play in helping some of the nation’s biggest and best brands overcome tumultuous times, to push creative boundaries, and, more important, embrace an innovative mindset. “There is an art and science to what we do”, says TBWA’s Matt Springate.

The spot builds upon the Southern Cross Health Insurance’s “With You” brand platform, highlighting the importance of support when it counts.

Backslash, the cultural intelligence unit of TBWA\Worldwide, released a global study examining society’s complex relationship with technology.

This year’s most innovative company in Middle East stands out for transcending the cliches and producing exceptional work: it is TBWA\RAAD.

“I believe the true power of these technologies and tools is not to replace creatives, but rather make us more efficient,” says Ben Williams, TBWA Global Chief Creative Experience Officer.