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
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.
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