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.

We don’t believe in aimlessly launching into the future. We use Disruption to first define a brand vision and roadmap that can be our compass for navigating brands into new spaces.

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.

A globe shows flight lines connected all of the locations in the TBWA collective

Making Magic

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

A boy looking at a screen with a video call with assistive features

Cox Communications

Project Convey

An improved connection for all

Nissan

Shwii

Hacking Waze’s personal voice recorder to make it more inclusive

Koushi Chemical Industry

Shellmet

The shellmet is made from 100% recycled scallop shells

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.

AI - generated Fifa president, ‘Hope Sogni'

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.

Ready to disrupt?

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Deepthi Prakash
Chief Product Officer

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Faye Raincock
Global Head of Communications

Asheden Hill
Global Communications Director