Whybin TBWA Group rebadges Tequila to DAN

By Paul McIntyre | 20 June 2012

EXCLUSIVE: TBWA is set to announce a global revamp of its digital operation with the launch of Digital Arts Network (DAN) as its new international brand.

The Tequila brand in Australia will make way for DAN in the overhaul, while New Zealand-born Charles Clapshaw will lead the global network, a recognition from TBWA's global management that Whybin TBWA's Australasian digital capabilities are among the strongest in the international network.

Speaking with AdNews in Cannes, TBWA’s international president, Keith Smith, confirmed Tequila would morph to DAN and said Australia would become a key hub in the overhaul, which will initially operate in 18 markets.

Whybin TBWA’s digital operations in Australia are considered among the strongest in TBWA’s international network.

“What we have is really strong local operations,” Smith said. “Tequila in Sydney has been particularly strong for us but it will have much greater freedom to work with around 1000 digital specialists we have worldwide. DAN in Sydney and New York will be two of our most important.”

DAN will have an initial core focus on digital capabilities across e-commerce, social media, content, mobile, IP and platforms, analytics, search, audience behaviour and digital production.

“DAN brings it all together globally for us,” he said.

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