The Twisting Path to New Agency Models

A year ago this month, TBWA Worldwide chief digital officer Colleen DeCourcy unveiled the network’s latest digital initiative, TBWA\Digital Arts, in a decidedly new school way: She tweeted about it. DeCourcy introduced Digital Arts and, one by one, the members of a superstar team of what would grow to 10 digital pros.

The idea was for Omnicom Group’s TBWA, never viewed as the most progressive of agency networks in the Web world, to use this roving band of digital geniuses to serve as a center of excellence to help the organization marry its creative with Web savvy.

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