TBWA Wins Surprise Bronze Lion at Cannes for Refreshing Its Own Identity

Agency rebrands itself as 'The Disruption Company'

Yesterday, global agency network TBWA won a Design Bronze Lion at Cannes for its work on behalf of a very usual client: itself.

The agency network launched a refresh for its own “neglected” brand, across all of its 308 offices in 98 countries. Based around its most identifiable graphic element, the backslash, and a positioning as “The Disruption Company,” the refresh breathed new life into TBWA as a “global creative collective.”

As part of the refresh, TBWA introduced a custom typeface, a cultural publishing unit and a series of further elements designed to reflect a “dynamic and adaptive” identity.

As TBWA\Worldwide president and CEO Troy Ruhanen put it in the above case study, “We need to practice what we preach, and that is to treat our brand with the utmost respect.”

Cannes judges seem to think the agency pulled that off.