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 specialized capabilities are aligned to our Shifts and Future Map. So each experience is crafted at the bleeding edge of what’s possible.
Shaping the future of brand experience with our clients
Shinhan Life Insurance
Bring Wonders to Life
Shinhan Life Insurance launches its first brand campaign – and Korea’s first virtual influencer
Future thoughts and news
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.
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.