NEXT is our global innovation practice designed to disrupt the future of brand experiences. Through NEXT we create the conditions for innovation to thrive so that we can imagine better experiences for customers that delivers impact for brands.
Mapping the future
We map the biggest shifts in human behavior, culture and technology that will impact the future of how brands and consumers engage. Shifts are used as catalysts for new experience ideas that will unlock growth.
Disrupting the experience
Once we’ve mapped the spaces into which we want to move the brand, we assemble a highly specialized group from across the TBWA collective and apply our NEXT Sprint methodology.
Our Sprint methodology combines the best of design thinking and disruptive creativity to imagine, prototype, and test new experience ideas.
Then, we tap into our NEXT Labs and specialized partners to bring new experience ideas to life. Their capabilities are aligned to our Shifts and Future Map so each new experience is crafted at the bleeding edge of what’s possible.
Shaping the future of brand experience with our clients
Future thoughts and news
September 7, 2023
TikTok + TBWA Release Whitepaper Encouraging Businesses to Embrace Creative and Innovation
TikTok and TBWA have released a new whitepaper titled, “Storytelling in the Next Creative Renaissance”, which takes an in-depth look at the crucial role creativity and innovation play in contemporary marketing strategies.
November 22, 2023
Meet the AI-Created Football Expert Aiming to Teach Infantino a Lesson
‘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.
January 19, 2024
CES 2024: What’s NEXT for Brands?
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.