TBWA Worldwide
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TBWA Worldwide is an international advertising agency headquartered in New York City. The Agency is a unit of Omnicom Group, the world's largest advertising agency holding company. It was founded in 1970 in Paris, France, as a merger between Tragos American Management, Bonnange French Marketing, Wiesendanger Swiss Creation, and Ajroldi Italian Client Services. The first letter of each company name provided the initials for the new organization. They were purchased by the Omnicom Group in 1993.
During the 1990s Omnimcom merged TBWA with other top creative agencies including Chiat Day and Hunt Lascaris, building a network of creative agencies around the world. Over time it set up agencies in more and more markets, both through affiliations, joint ventures and wholly owned companies. It started to attract global clients who helped develop and strengthen its network.
In the United States, TBWA operates through TBWA\Chiat\Day, with offices in Los Angeles and New York. In other parts of the world the company also operates under a mixed brand name such as TBWA Hunt Lascaris, a highly awarded agency based in South Africa, and TBWA RAAD an emerging operation that spans the Middle East and North Africa.
Within the Omnicom Group of Companies TBWA is generally partnered with OMD and PHD for Media solutions, TEQUILA for below the line marketing communications, Ketchum and Gavin Anderson for Public Relations and Investor Relations and Agency.com for interactive. That said, in specific markets it partners or works with other Diversified Advertising Services (DAS) agencies within Omnicom's portfolio.
In the mid-1990s TBWA began expanding globally spreading rapidly. It began acquiring global accounts such as Master Foods that helped strengthen the breadth and depth of its offering, so much so that in 2004 it was named by Advertising Age as Global Agency Network of the Year.
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[edit] Absolut Vodka controversy
In April of 2008 Teran/TBWA of Mexico released a controversial advertisement for Absolut Vodka depicting a fictional "perfect world" dubbed "absolut world" depicting the larger Mexico as it existed before the 19th century Mexican-American War which includes areas now part of the United States (including California and Texas). Absolut apologized for the advertisement and withdrew it following complaints from American consumers.[1]
[edit] Agencies and multihub creative networks
- www.tbwa-play.com
- Agency.com
- TEQUILA
- INTEGER
- G1
- The Disruption Consultancy
- Brand Architecture International
- FAME
- ZIMMERMAN
