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TBWA Worldwide is an international
advertising agency An advertising agency, often referred to as a creative agency or an ad agency, is a business dedicated to creating, planning, and handling advertising and sometimes other forms of promotion and marketing for its clients. An ad agency is generall ...
whose main headquarters are in
Midtown Manhattan Midtown Manhattan is the central portion of the New York City borough of Manhattan, serving as the city's primary central business district. Midtown is home to some of the city's most prominent buildings, including the Empire State Building, the ...
,
New York City New York, often called New York City (NYC), is the most populous city in the United States, located at the southern tip of New York State on one of the world's largest natural harbors. The city comprises five boroughs, each coextensive w ...
,
United States The United States of America (USA), also known as the United States (U.S.) or America, is a country primarily located in North America. It is a federal republic of 50 U.S. state, states and a federal capital district, Washington, D.C. The 48 ...
. Since 1993, the agency has been a unit of
Omnicom Group Omnicom Group Inc. is an American global media, marketing and corporate communications holding company, headquartered in New York City. Omnicom's branded networks and specialty firms provide services in four disciplines: advertising, customer r ...
, the world's second largest advertising agency holding company.


History

TBWA was founded in 1970 in
Paris Paris () is the Capital city, capital and List of communes in France with over 20,000 inhabitants, largest city of France. With an estimated population of 2,048,472 residents in January 2025 in an area of more than , Paris is the List of ci ...
,
France France, officially the French Republic, is a country located primarily in Western Europe. Overseas France, Its overseas regions and territories include French Guiana in South America, Saint Pierre and Miquelon in the Atlantic Ocean#North Atlan ...
, by William G. Tragos (Greek-American, Management), Claude Bonnange (French, Marketing), Uli Wiesendanger (Swiss, Creation), and Paolo Ajroldi (Italian, Client Services). The first letter of each founder's name provided the initials for the new organization. They were purchased by the
Omnicom Group Omnicom Group Inc. is an American global media, marketing and corporate communications holding company, headquartered in New York City. Omnicom's branded networks and specialty firms provide services in four disciplines: advertising, customer r ...
in 1993. In the mid-1990s TBWA began expanding globally spreading rapidly. It began acquiring global accounts such as Master Foods that helped strengthen the breadth and depth of its offering, so much so that in 2004 it was named by
Advertising Age ''Ad Age'' (known as ''Advertising Age'' until 2017) is a global media brand that publishes news, analysis, and data on marketing and media. Its namesake magazine was started as a broadsheet newspaper in Chicago in 1930. ''Ad Age'' appears in ...
as Global Agency Network of the Year. In 2010, it was named by Advertising Agency as one of the top ten agencies of the Decade. TBWA\Worldwide has been named Adweek's Global Agency of the Year for 2018, 2018, 2021, and 2022. TBWA\Worldwide was added to Fast Company's list of the World's Most Innovative Companies in 2019.


International operations

In the United States, TBWA operates through TBWA\Chiat\Day, with offices in
Los Angeles Los Angeles, often referred to by its initials L.A., is the List of municipalities in California, most populous city in the U.S. state of California, and the commercial, Financial District, Los Angeles, financial, and Culture of Los Angeles, ...
,
New York City New York, often called New York City (NYC), is the most populous city in the United States, located at the southern tip of New York State on one of the world's largest natural harbors. The city comprises five boroughs, each coextensive w ...
and
Nashville Nashville, often known as Music City, is the capital and List of municipalities in Tennessee, most populous city in the U.S. state of Tennessee. It is the county seat, seat of Davidson County, Tennessee, Davidson County in Middle Tennessee, locat ...
. In other parts of the world the company also operates under a mixed brand name such as TBWA\Hunt\Lascaris, a highly awarded agency based in South Africa, TBWA\CONCEPT UNIT, West Africa's most awarded creative agency based in Nigeria, TBWA\HAKUHODO, the second largest creative agency in Japan after
Dentsu , simply known as , stylized as dentsu, is a Japanese international advertising and public relations joint stock company headquartered in Tokyo. Dentsu is the largest advertising agency in Japan and the fifth largest advertising agency network in ...
, TBWA\RAAD an emerging operation that spans the Middle East and North Africa. The Asia Pacific regional operations was split into three regions – Asia, Oceania and Greater China – and headquarters moved from
Hong Kong Hong Kong)., Legally Hong Kong, China in international treaties and organizations. is a special administrative region of China. With 7.5 million residents in a territory, Hong Kong is the fourth most densely populated region in the wor ...
to
Singapore Singapore, officially the Republic of Singapore, is an island country and city-state in Southeast Asia. The country's territory comprises one main island, 63 satellite islands and islets, and one outlying islet. It is about one degree ...
. Its network also expands throughout Latin America. An example of one of its prominent links is Brands&People, a design and advertising agency in Monterrey.


Within Omnicom Group

Within the Omnicom Group of Companies, TBWA is generally partnered with OMD and PHD for Media solutions, TEQUILA for below the line marketing communications, Ketchum and Gavin Anderson for Public Relations and Investor Relations, and Agency.com for interactive. That said, in specific markets it partners or works with other Diversified Agency Services (DAS) agencies within Omnicom's portfolio.


Disruption and Media Arts

TBWA has a philosophy called the disruption and Media Arts created by Jean-Marie Dru when he was in BDDP (French advertising agency now called BDDP&Fils) on May 1, 1992. This philosophy is outlined in several books by
Jean-Marie Dru Jean-Marie is both a given name and a surname. Notable people with the name include: * Jean-Marie Carroll (born 1956), English musician and composer * Jean-Marie Abgrall (born 1950), French psychiatrist, criminologist, specialist in forensic med ...
, such as "''Disruption", "How Disruption Brought Order''", and "''Beyond Disruption: Changing the Rules in the Marketplace''."


Controversies


Absolut Vodka controversy

In April 2008, Teran/TBWA of Mexico released a controversial advertisement for
Absolut Vodka Absolut Vodka is a brand of vodka, produced near Åhus, in southern Sweden. Absolut is a part of the French group Pernod Ricard. Pernod Ricard bought Absolut for €5.63 billion in 2008 (equivalent to € in ) from the Swedish state. Absolut ...
depicting a tongue-in-cheek fictional "perfect world" dubbed "absolut world" depicting the larger Mexico as it existed before the 19th century
Mexican–American War The Mexican–American War (Spanish language, Spanish: ''guerra de Estados Unidos-México, guerra mexicano-estadounidense''), also known in the United States as the Mexican War, and in Mexico as the United States intervention in Mexico, ...
, which includes areas now part of the United States (including
California California () is a U.S. state, state in the Western United States that lies on the West Coast of the United States, Pacific Coast. It borders Oregon to the north, Nevada and Arizona to the east, and shares Mexico–United States border, an ...
and
Texas Texas ( , ; or ) is the most populous U.S. state, state in the South Central United States, South Central region of the United States. It borders Louisiana to the east, Arkansas to the northeast, Oklahoma to the north, New Mexico to the we ...
). Some time after the billboard was taken down in Mexico City, a photo of it surfaced on a right-wing blog in the US, sparking a short uproar among elements of the media.


Pincha la Rueda de Hamilton

''Pincha la Rueda de Hamilton'' (''Burst Hamilton's tires''), a Spanish website run by TBWA, was set up in October 2008. It hosted a game where users could leave objects on a race track to stop the then
Formula One Formula One (F1) is the highest class of worldwide racing for open-wheel single-seater formula Auto racing, racing cars sanctioned by the Fédération Internationale de l'Automobile (FIA). The FIA Formula One World Championship has been one ...
leader,
Lewis Hamilton Sir Lewis Carl Davidson Hamilton (born 7 January 1985) is a British racing driver who competes in Formula One for Scuderia Ferrari, Ferrari. Hamilton has won a joint-record seven Formula One World Drivers' Championship titles—tied with M ...
, from winning the last grand prix of the year in
Brazil Brazil, officially the Federative Republic of Brazil, is the largest country in South America. It is the world's List of countries and dependencies by area, fifth-largest country by area and the List of countries and dependencies by population ...
. It became controversial when users began to leave racist comments (such as "half-breed") aimed at the mixed-race Hamilton and was shut down in November. The FIA, the sport's governing body, and Hamilton's team,
McLaren McLaren Racing Limited ( ) is a British auto racing, motor racing team based at the McLaren Technology Centre in Woking, Surrey, England. The team is a subsidiary of the McLaren Group, which owns a majority of the team. McLaren is best known a ...
, condemned the comments as "abusive and hateful".


Taco Bell Chihuahua

In 1997 TBWA developed the Chihuahua campaign for
Taco Bell Taco Bell Corp. is an American multinational chain of fast food restaurants founded in 1962 by Glen Bell (1923–2010) in Downey, California. Taco Bell is a subsidiary of Yum! Brands, Inc. The restaurants serve a variety of Mexican-inspired ...
. Two Michigan men, represented by
Warner Norcross & Judd LLP Warner Norcross + Judd LLP is a corporate law firm with over 230 attorneys serving clients in nine offices throughout Michigan. Among the largest law firms in Michigan, Warner works in virtually all areas of business law. Practice areas Key ...
, who had earlier pitched the concept to Taco Bell sued and in 2003 a jury awarded them US$30 million in damages and a judge tacked on US$12 million in interest. Taco Bell in turn sued TBWA saying it should have been aware of the conflicts. In 2009 a three-judge federal appeals panel ruled against Taco Bell.


Häagen-Dazs India

In December 2009, TBWA developed the campaign for
Häagen-Dazs Häagen-Dazs ( , ) is an American ice cream brand, established by Reuben and Rose Mattus in the Bronx, New York, in 1960, owned by Froneri, a joint venture between Nestlé and PAI Partners. Starting with only three flavors: vanilla, chocolat ...
Ice Cream in India. Several banners were put up that said, "Exclusive Preview for International Travelers - Access restricted only to holders of international passports". Instead of portraying exclusivity, this was perceived negatively due to India's long history of colonialism where access to certain areas was restricted to the white colonizers from Britain. Häagen-Dazs cut ties with TBWA after the negative publicity generated due to that incident.Economic Times
/ref>


See also

*
Lürzer's Archive ''Lürzer's Archive'' (also known as ''Luerzer’s Archive'') is a bi-monthly magazine for the advertising industry which features advertising campaigns for print and TV from around the world. The magazine was founded in 1984 and has a global circ ...


References

{{Omnicom Advertising agencies of the United States Advertising agencies based in New York City Marketing companies established in 1970 Economy of Los Angeles 1993 mergers and acquisitions 1970 establishments in France