The focus of this paper is to select and research an advertising agency, which will then be evaluated. The paper will discuss the evaluation in two stages. Thus, the first section of the evaluation will include a description of the unique aspects of the agency, its strengths, services, specialties, and approach to marketing communication, and others, while the second section is going to be a personal opinion of the agency as a marketing communication firm. The selected advertising agency is TBWA.
TBWA – Overview
TBWA is an independent and international, privately-owned advertising agency which headquarters are located in Mmidtown Manhattan, New York City. The company was started in Europe and made a mark in the United Sated by promoting European products, such as Absolut vodka and Evian water. The agency was founded in 1970, surprisingly in France by William Tragos, Claude Bonnange, Uli Wiesendanger and Paolo Airoldi. The agency’s name was derived from the initials of the four founders’ last names. The founders hoped to tap ‘the richness of different cultures, the healthy frictions and the thrust that comes from diversity,’ as chairperson Tragos later stated in a company publication. In 1977 Tragos opened TBWA’s first U.S. office in New York City. The New York City branch of TBWA started out with $7.5 million worth of billings in the first year.
The branch worked for several small accounts that would later become large money-earners, including the European bottled water company Evian and Fromageries Bel, producers of Laughing Cow cheese. In 1993 Omnicom acquired TBWA and the agency expanded rapidly to become a worthy partner to BBDO and DDB. Two key developments in the growth of TBWA were its merger with US agency Chiat Day in 1995 and with Anglo-French network GGT BDDP three years later. The agency operates through various brands all over the world, such as: TBWA\ Chiata\Day in New York, TBWA Hunt Lascarisa in South Africa, TBWA\ Concept Unit in West Africa, and TBWA\Raad in North Africa.
This company is ranked in the first ten 10 advertising agencies of the world and it has more than 274 offices in over a hundred countries and it counts more than 11,000 employees worldwide. TBWA develops and manages brand behavior in the world of today by using Disruptive Ideas. They concentrate not only on being the best in advertising but to be among the most creative companies from the world. The specialty disciplines/marketing services of this ad agency are: disruption, service development, media advertising, employee branding, digital, theatre, design, sports sponsorship, retail activation, corporate social responsibility (CSR), customer relationship management (CRM), cause related marketing, mobile utility, custom publishing, brand amplification, event marketing, and others.
TBWA strategies services include: Disruptive Strategy, Brand Positioning, Brand Development, Brand Behavior and Media Arts Planning. Their analytical tools help recognize market growth opportunities. Some of these analytical tools are: Web analytics, Definition and measurement of targeted digital channels, Marketing effectiveness metrics, Customer relationship strategies, and Customer scorecards. Through service analytics and ongoing media monitoring TBWA help optimize services and activate desired behavior to leverage success fast. According to McMains (2009), TBWA is a combination of tactical rigor mid strong creative ideas.
TBWA states that their starting point for any brand is disruption, even though the brand may be local or global. Disruption drives a tactical development of the solution of their clients by challenging conventions from any industry and it provides a common language across the network for the brands this company leads. By being fluent in Ddisruption and Mmedia Aarts, each agency in the TBWA network is continuously analyzing and documenting the shifts in the media context and their influence on the behavior of the audience. Thus, this commitment makes it possible to let TBWA to serve global brands distinctively than the competitors.
Some of the global clients of TBWA are: ABSOLUT, Accenture, Adidas, Apple, Energized, Four Seasons, GSK, Henkel, Infiniti, McDonald’s, Michelin, Nissan, Pfizzer, Roche, Singapore Airlines, Standard Chartered Bank, Visa, and many others. TBWA was recognized as the Best International Network of the Decade by Advertising Age in 2010, while TBWA was placed the 24th of the world’s 50 most innovative companies in 2009 by Fast Company Magazine.
As stated early earlier, TBWA is a unit of Omnicom Group which is a world leader in marketing and also in corporate communications office. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries. Datamonitor (2010) states that Omnicom’s strengths are: client relationships, important operations with a powerful portfolio of brands, wide range of services that can be offered, and a strongerstrong market recognition.
Its weaknesses rely in: constantly changing financial performances and also geographic concentration. Visible opportunities are positive outlook for interactive media market, the reviving industry of advertisements, the increase in mobile marketing, and also an increase in the advertising market of Asia Pacific. Lastly, threats that this company faces comes from an intense competition, global business risks, and also regulation. All of the mentioned above make up the SWOT analysis for the Omnicom Group which is the owner of TBWA.
TBWA dominated Campaign Asia Pacific’s 2012 Agency of the Year Awards in four categories: ‘Japan Creative Agency of the Year’, ‘Australia/New Zealand PR Agency of the Year’, and ‘Singapore Digital Network of the Year’.
The most important people of this company are: Tom Carroll who is the president and CEO of TBA\Worldwide, Jean-Marie Dru, who is the Chairman, Lee Clow, the global director of Media Arts, and Denis Streiff, who is the Chief Financial Officer of the TBWA\Worldwide. TBWA – Opinion
As a personal consideration, I think that TBWA is an advertising agency that deserves its current place because it is not easy to work with companies like Apple, Addidas, McDonald’s or Pfizzer. These big players have chosen TBWA probably because they have trust in the operations conducted by this company. I would say that it is well worth to spend time and resources to create something that would be best in the following years to come because TBWA with its current customers can draw other important companies into working with it. TheyTBWA aims to be not only the best marketing network but also one of the most creative companies in the world. And The company embraces any marketing challenges on all levels: from any area of business, to any positioning, customer experience and communications.
TBWA create solutions that set any business on a new growth path, using their Ddisruption toolkit proven in hundreds of client cases around the Wworld. The deployment of disruption helps galvanize diverse stakeholders in a focused and collaborative conversation in an effort to develop the biggest, sharpest, most fertile brand idea that will, in turn, inform what the brand believes, and how the brand behaves and communicates. This is an important differentiation in the TBWA approach. Disruption helps the agency network develop a creative strategy that will drive the brand’s overarching global success, without sacrificing local relevance.
The This global company does an excellent job into understanding the dynamics of the consumer in every market and also into delivering work that was test in every of the mentioned markets. In today’s world of media proliferation, fragmentation and convergence, clients benefit from TBWA’s leadership at a brand strategy level, as well as its stewardship of all marketing communication activities. And cClients stay at TBWA because of how the agency serves their soft needs. The global evidence is digital advertising which is more effective in engaging the consumer. Digital can have a lot of impact if you do it right. However, TBWA will still have to follow the objectives, moral conduit, ethical and legal activities to maintain itself as a leading voice into this industry.
Datamonitor (2010). Omnicom Group, Inc. SWOT Analysis, 1-11
McMains, A. (2009). TBWA. Brandweek, 50(1), 12-14.
Press Release: TBWA Worldwide (2012). TBWA dominates four competitions at Campaign Asia-Pacific’s 2012 Agency of the Year Awards. Retrieved from http://finance.yahoo.com/news/tbwa-dominates-four-competitions-campaign-215500701.html TBWA ADVERTISING, INC. History. Retrieved from http://www.fundinguniverse.com/company-histories/tbwa-advertising-inc-history/
Select and research an advertising agency. You can choose a national or local agency. Write a 3-5 page overview and evaluation of the agency. Your evaluation should be written in two sections. The first section should describe the agency’s unique aspects, strengths, services, approach to marketing communications, specialties, client list, and so forth. The second section should be your opinion of the organization as a marketing communication firm. Include your perception of the organization.
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