Inside TBWA New York's Reinvention

After exec changes and account losses, shop aims to become network flagship

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Even in the rough-and-tumble New York agency world, TBWA\Chiat\Day has stood out as one of the most volatile shops trying to right itself in recent years. 


Creative highs have been followed by virtual invisibility for an office that once helped the network become the most-awarded agency in the business. Top management has been a revolving door, as TBWA's most visible clients—including Absolut, Vonage and Kraft—are gone. As large global marketers like Beiersdorf and Mars also departed the TBWA fold, the New York office lost a share of that business, too.



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