Our Point of View
While there’s much to learn from the past, we’re more interested in shaping what’s ahead. We’ve invested in unique capabilities across cultural insight, data strategy and innovation. Alongside our partnerships with best-in-class data and intelligence experts, these form the foundations for our perspectives.
One of our key sources of strategic strength is Backslash, TBWA’s cultural intelligence unit powered by over 300 Culture Spotters across 45 countries. A dynamic hybrid of strategy, data, and journalism, Backslash turns today’s stories into tomorrow’s opportunities.
NEXT is our global innovation practice that imagines, prototypes and tests new creative formats in the latest technology, guiding brands beyond the buzzwords and into new spaces.
Our perspectives in the 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.
August 23, 2023
Why Brands Are Still Trying to be Funny and Chronically Online – Even in ‘Late Stage Social Media’
Social media has become so prevalent that most, if not all, brands have a social media presence and strategy. However, brands’ constant push for engagement has led to a trend: The Funny Brand Voice. The industry may soon find itself at an inflection point that ends one of two ways, strategists and execs predict. “The content is less about being jokey and snarky only. It’s more about, let’s have discussions,” said Janni Widerholm, creative director of earned media and social at TBWA\Chiat\Day LA.