TBWA Worldwide Enters the Third Phase of Strategic Overhaul

Omnicom agency concentrates on building out strategy, data and intelligence


As TBWA Worldwide has increased the number of strategists/planners companywide by 34% over the past four years, the agency is entering what it calls phase three of their multi-year plan to commit to a “disruptive” future.

“We believe better inputs—knowledge, data points, cultural strategy—are the fuel for better creative ideas and output, and by investing in these roles, our creative product only gets better,” Agathe Guerrier, global chief strategy officer, TBWA told Adweek. “We need people who can help our clients see around corners and understand what’s coming next so we can identify opportunities that break conventions of their categories and keep them ahead of their competitors.”

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