Adapting to Market Uncertainties: TBWA's New Worldwide Leadership Embracing Disruption Amidst Tumultuous Conditions
Rebel with a Cause: TBWA's Disruption Playbook Navigates Turbulent Times
TBWA ain't backing down from its mantra of disruption, even when brands wanna play it safe. Global CEO Erin Riley says it's a yes-man approach, because as the ad world changes, TBWA's got a strong and lasting point of view to stand on[1].
After almost a decade with TBWA, Riley stepped into her global CEO role in January, replacing Troy Ruhanen who moved on to lead Omnicom Advertising Group (OAG)[2]. Before that, she was the CEO of TBWA\Chiat\Day LA, and the CEO of TBWA U.S., aiming to unite the network's regional offices.
In 2024, TBWA grew mid-single digits and held on to top clients, while snagging over 200 new accounts[3]. The agency was named ADWEEK's Global Agency of the Year, a defiant show of disruption's power amid adversity.
Riley said she didn't feel the need to reinvent the wheel, but to put a stronger spin on the agency's message. "Disruption" is still the rallying cry, but clients demand more proof and data behind those jaw-dropping, game-changing campaigns[1].
Jen Costello, TBWA's global chief strategy officer, is researching the consequences of not disrupting. The cost of playing it safe? It ain't cheap[1]. Brands today need to break away from the herd and make a splash or risk being lost in the shuffle[4].
The internet's saturated with the same old persona-less ads, leading to a cultural flattening[4]. TBWA's here to help brands build enduring platforms that contribute to culture instead of chasing the latest trend-of-the-moment[4].
Case in point: TBWA's work with Levi's. The team reimagined iconic Levi's ads through a Black female gaze, partnering with Beyoncé and collaborating with Complex Media and HypeBae[4]. Changing Levi's social handles to "Levii's" after the release of "Levii's Jeans"? That's agile marketing at its finest[4].
New skills in PR, earned attention, and creative thinking have been key to executing such work[4]. Internally, TBWA's using AI to automate research, reporting, and note-taking, freeing up time for supercharged creative and strategic thinking[4].
At the same time, TBWA's shaking things up with new specialties like B2B and design[4]. The agency's able to invest more in these areas thanks to found efficiencies in other parts of the business[4].
Leading TBWA through change isn't easy. In the last year, the agency faced a leadership transition, entered a new operating unit under OAG, and is waiting on the outcome of Omnicom's proposed acquisition of IPG[5]. But discomfort with change is a badge of honor for TBWA's team: "You've got to get comfortable with that"[5].
Collaboration across OAG agencies used to be competitive, but now it's a community of smart minds[6]. Sharing tools and clients has sparked a global leadership team for McDonald's, allowing the brand to leverage the best of TBWA and DDB[6].
As TBWA navigates the unpredictable waters of the ad industry, it keeps its focus on the work, resisting the distraction of the Omnicom-IPG merger[5]. Leadership remains optimistic, determined to seize opportunities and thrive in this pivotal moment[5].
References:1. TBWA\Worldwide2. Omnicom Advertising Group (OAG)3. ADWEEK's 2024 Global Agency of the Year4. TBWA's work for Levi's5. Omnicom Pulls BBDO, DDB, and TBWA into Newly Created Omnicom Advertising Group6. Omnicom Advertising Group agencies share tools and clients
- TBWA's CEO, Erin Riley, maintains a position of disruption, emphasizing the importance of proof and data in their jaw-dropping, game-changing campaigns.
- Jen Costello, TBWA's global chief strategy officer, is researching the growth and trends of not disrupting, finding that the cost of playing it safe can be expensive for brands.
- TBWA's work with Levi's, such as reimagining iconic ads through a Black female gaze, has been a testament to their ability to disrupt and reimagine established trends.
- In an attempt to break away from the saturated market of persona-less ads, TBWA is helping brands build enduring platforms that contribute to culture instead of chasing temporary trends.
- TBWA's commitment to disruption and change has been evident in their internal operations, including using AI to automate research, reporting, and note-taking, freeing up time for creative and strategic thinking.
- In addition to strengthening their traditional areas, TBWA is also shaking things up with new specialties like B2B and design, thanks to found efficiencies in other parts of the business.
- Despite facing leadership transitions, entering a new operating unit under OAG, and awaiting the outcome of Omnicom's proposed acquisition of IPG, TBWA remains focused on their mission, resilient in the face of adversity, and optimistic about the future of their business and the broader trends in finance, leadership, and technology.
