This is an excerpt from the February issue of AdNews. You can subscribe to the print edition or download a digital version here. This content won't appear online, it's exclusive to the magazine.
TBWA’s global philosophy has long been one word: disruption. Late last year the Australian agency revealed a new vision with the desire to deliver it via creativity that moves the world forward. Not just in terms of advertising work, but other areas too.
The network has two strong agencies and two strong leaders in its Sydney and Melbourne shops. But, Paul Bradbury, group and Sydney CEO, and Kimberlee Wells, Melbourne CEO, said they operate more like one entity. They share resources, insights and clients.
“Plus we bloody like each other in all honesty,” said Wells, who has been running Melbourne since July 2015.
In Meet the Team, we talked to CEO Paul Bradbury and Kimberlee Wells about TBWA’s customised consumer learning engine Clue, plus a host of innovations in operating model and working approaches, including its new consulting arm.
We also talked to Roberto pace, MD of Eleven and FleishmanHillard, Matt Springate, chief strategy officer, Eric Benitez, head of art, Catherine Graham, director of customer engagement and Chloe Saintilan on the creative team.
Bradbury is adamant TBWA is more innovative than its rival agencies.
"A lot of the global networks produce dull, predictable outcomes, but we've always been the youngest and most innovative of them. We’ve always stood for disruption and now we've done it to ourselves. We want to be the most radical network in the world.
Read the full feature in the February issue of AdNews. You can subscribe to the print edition or download a digital version here. This content won't appear online, it's exclusive to the magazine.
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