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TBWA has struck a difficult balance many agencies seek: strong local offices bound by a firm global brand, methodology, and way of working. This collective model has attracted an enduring client base, tenured talent, and work that blends its signature “disruption” approach with deep global market expertise.
“It has always been this federation of agencies with strong ties to disruption, but also very strong conviction and point of view in their own markets,” said Erin Riley, U.S. CEO of TBWA.
The approach led TBWA to mid-single-digit growth in a difficult year for creative networks. Client wins, including Telstra, Levi’s, Specsavers, Heineken, and Health Promotion Board Singapore demonstrate global prowess, while a diversified reel indicates a true local flavor.
This story appeared in the Dec. 17, 2024, issue of Adweek magazine. Click here to subscribe.
