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Screenshots from Hilton's 10-minute TikTok Campaign

May 16, 2023

Hilton’s TikTok Ad Changed the Social Marketing Game for Good

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.

Image depicting a hand scanning to order McDonald's

May 16, 2023

How McDonald’s Netherlands Hacked its Way Into Streaming Services

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.

Campaign image for Visiting Hours

May 12, 2023

Cox Communications’ Pilot Program Allows Inmates to Speak to Loved Ones Everyday, in Private, for Free

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

Image of Local Filipino musicians

May 9, 2023

Ditching Celebs and Celebrating Local Talent Helped a New Telco Brand Break Through

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.

Animated image of the TBWA\Hakuhodo office with the copy "The Escape" in big blue font across the middle

May 3, 2023

TBWA\Hakuhodo Tokyo Launches Internal Game Contents on Its Metaverse Office

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.

Over a yellow background are two pencils – one normal sized and one really long. Above the pencils in black text reads "45 years in Singapore. That's looong."

May 2, 2023

IKEA Celebrates Long History in Singapore With a Really Long Pencil

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.

Headshot of Aliah Berman

May 2, 2023

TBWA Appoints First Global Diversity Lead

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's "edible assortment"

April 21, 2023

Jack in the Box Blazes a Trail in Food Marketing With a Weedmaps Partnership

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.

Photo of Deepthi Prakash

April 21, 2023

TBWA Names Chief Product Officer

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.”

27th Annual WEBBY Awards People's Voice Poster Image

April 5, 2023

TBWA is Nominated for 27 Webby’s

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.

Image of a woman laying in her bed looking at her phone

April 3, 2023

Canadian Women’s Foundation PSA Presents Differing Outcomes in a Story of Gender Based Violence

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.

Image from TBWA\Hunt\Lascaris' Breaking Ballet campaign

April 3, 2023

40 years of TBWA\Hunt\Lascaris – the Right Side of History

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 2023 Poster

March 31, 2023

TBWA at SXSW Sydney 2023

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!

Hands sifting through records

March 29, 2023

Off-Beat: Why Ad Music Shouldn’t be Obvious

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.”

Photo of women running at night in latest Adidas campaign

March 29, 2023

Adidas Launches Initiative to Make Women Feel Safer While Running

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.

Black and white photo of Wayne Hemp

March 29, 2023

Bossing It: Creating a Sense of Belonging for Team Members with Wayne Hempe

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.”

Photo of Ben Myers

March 29, 2023

How Ben Myers Will Help Brands Find Creative Solutions as TBWA’s First North American CMO

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.

Picture from Singapore Airlines' latest campaign 'Welcome to World Class'

March 27, 2023

Sweetshop’s Liz Murphy Directs Global Campaign for Singapore Airlines via TBWA Singapore

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.

Image of Behr Paint's latest campaign, where a woman is worried people are judging the conditions of her walls.

March 27, 2023

Paint Brand Behr’s Humorous Spot Saves You from ‘Housebarassment’

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.

Pink Circle with white text inside that reads "me too."

March 24, 2023

#Metoo: The Power of a Platform, 5 Years Later

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.

Photo of movie theater marquee featuring Quickbooks

March 7, 2023

QuickBooks’ Digital Campaign Brings Small Businesses to the Foreground of Film and Entertainment

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.

Photo illustration for Fast Company's "The World's 50 Most Innovative Companies"

March 7, 2023

The 10 Most Innovative Companies in Advertising of 2023

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.

Images of TikTok creators using the #HowDoYouSayAriya filter on TikTok

February 27, 2023

How Nissan Used TikTok Creators to Promote its New Electric Vehicle

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.

Side by side images. On the right is a portrait photo of a woman bending over to the side. On the left is an x-ray photo of the woman's shoulder.

February 27, 2023

TBWA\Neboko Highlights the World of Unseen Radiologist Heroes in Touching Film

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.

Photos of Julian Douglas, Adam Foley, Larissa Vince, Les Binet and Phil Smith

February 27, 2023

Is it Naive to Expect Brands to Spend Through a Downturn?

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.

Photo of Faye Raincock

February 23, 2023

Faye Raincock to Lead Global Communications at TBWA\Worldwide

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.

Photo of musician Brandi Carlile performing to a small audience in a Hilton room

February 7, 2023

Hilton Launches Music Concerts Starting With Brandi Carlile to Highlight Connected Rooms

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.

Photo image of a man and woman about to embrace

February 7, 2023

Apple Glimpses the Future in Lavish 30-Minute Film From India, Shot on iPhone by Vishal Bhardwaj

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.

Image illustration of overlapping side profile silhouettes in various colors

February 7, 2023

Top Agencies Share How They Are Celebrating Black History Month 2023

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.

Image of Polly employee talking to a female client in the front seat of a car

February 7, 2023

Polly Insurance Relaunches With TBWA\Chiat\Day LA

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.

Black and white photo of John Dorris

February 7, 2023

Content that Connects: John Doris on Giving Production a Seat at the Creative Table

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

Photo of garage door that resembles a McDonald's Burger

February 7, 2023

New McDonald’s France Ads Focus on the Brand’s Iconic Products

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).

Interior photo of TBWA\Chiat\Day\NY's new office

February 1, 2023

The Last Major Ad Agency to Leave Madison Ave. – Why TBWA\Chiat\Day NY is Moving On

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.

AI generated images of parents and couples

January 31, 2023

Artificial intelligence or human stupidity? The Wired Italia campaign against AI Bias

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.

Picture of Timothée Chalamet sitting in a dark room watching something on a screen

January 31, 2023

Timothée Chalamet Is Seriously Considering His Options in Apple TV+’s Hilarious Ad

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.

What's NEXT for brands?

January 19, 2023

What’s NEXT for Brands? CES 2023 and the Future of Brand Experience

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.

Chalk board image of a sun coming out from behind a cloud.

January 17, 2023

Experts Share the ‘Silver Lining’ for Ad Agencies During an Economic Downturn

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.”

Photo of the Cannes Lions sign

January 13, 2023

Cannes Lions Reveals 2023 Jury President Line-Up

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.

Neon image of a man presenting something to two people.

January 12, 2023

The Rising Marketer’s Guide to TBWA\Chiat\Day’s Youngbloods Program

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.

Poster with text in the center that reads "The year ahead... Ad Agencies". Surrounding the text in red bubbles are black and white photos of the following advertising executives: Chris Kay, Larissa Vince, Bill Scott, and Alex Best.

January 12, 2023

The Year Ahead for Ad Agencies: Confidence and Cross-Industry Support

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.

Graphic design image featuring the Duo Lingo Owl, the Dunkin logo, the Taco Bell logo, and a hand holding a phone with a heart symbol in the middle of the screen.

January 12, 2023

How Gen Z Social Media Managers Became the New CMOs

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.

Headshot image of Janni Widerholm

January 12, 2023

Jannie Widerholm on How to Use TikTok to Grow Your Business

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.

Couple at the dinner table with a basketball as the main dish

December 21, 2022

Betting Company Sports Interaction Keeps you Guessing in Surprised Filled Spot

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.

Maven Global Access and Abu Dhabi Investment office offering $1 Million dollar check to all women of Abu Dhabi

December 21, 2022

The New Face of Blockchain: Women in The United Arab Emirates Web3 Sector to Outpace The Global Market

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.

Five hardhats that resemble shells placed on the sand of a beach

December 21, 2022

Sturdy Helmet ‘HOTAMET’ Recycles Discarded Scallop Shells From Landfills

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.

December 12, 2022

TBWA\Worldwide Is Adweek’s 2022 Global Agency of the Year

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

November 30, 2022

Maybe We Do Need Experts After All

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.

November 29, 2022

Be the Underdog

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.

November 22, 2022

Talent War – Inside TBWA’s in-House Fresh Fries Program

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.

November 20, 2022

Nicolas Bordas, “An Idea Always Works Better When It Activates Its Subversive Power”

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

November 17, 2022

Alliander and TBWA\NEBOKO Winners of the 2022 Diversity in Business Award

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.

November 17, 2022

Why Beta Is Better in Order to Get to Alpha

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

November 16, 2022

Adidas Celebrates Bringing the Pro Soccer Family Back Together in Men’s World Cup 2022 Ad

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.

November 11, 2022

Claudia Safont (TBWA\Spain): “Being Part of a Jury Requires Being as Rigorous as Possible”

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.

November 10, 2022

The LGBT Flag Found a Trick to Be in Qatar Despite Its Ban

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.

November 10, 2022

Five Climate and Sustainability-focused Creative Projects

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.

November 9, 2022

How We Can Re-Imagine the Marketing Industry to Make It More Authentic, Sustainable, and Promote More Satisfaction

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.

November 8, 2022

Fortum and TBWA\Helsinki on the Eurobest Shortlist

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.

November 8, 2022

Are Side Hustles a Win-Win for Both Employers and Employees?

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.

Columbia Journalism Review. How much press are you worth?

November 3, 2022

New Calculator Tackles Inequality in Missing Persons Stories

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.

November 3, 2022

OOH Guide 2023: Power and Impact of Billboards by TBWA’s Alex Pineda

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.

October 31, 2022

Innovation is ‘More Than a Process, it’s a Mindset’

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.

October 26, 2022

TBWA\New Zealand Celebrate the ‘Sweet Carolines’ in All Our Lives

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

A glowing computer screen below the title EDGE: Can Tech Rewrite Its Wrongs?

October 25, 2022

TBWA’s Cultural Intelligence Unit Calls for a Healthier Tech-Human Balance

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

October 20, 2022

The Most Innovative Company in Advertising of 2022

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

September 8, 2022

How Agencies are Using AI to Innovate for Clients and Work faster

“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.

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