Perspectives - Paul Bradbury at TBWA\Australia and NZ - Positive acceleration

By AdNews | 13 December 2021
Paul Bradbury.

AdNews is following the WFH Diaries with a series of Perspectives, asking two questions: What did you learn in 2021 and what are you looking forward to in 2022? We've also encouraged the industry to glam, dress for the best, and face next year with optimism.

Paul Bradbury, CEO of TBWA\Australia and New Zealand:

One of the few positives of the last two years is that it has forced a lot of people to get better at accepting and acting upon the need to change.

We are witnessing positive acceleration of action within businesses towards decarbonisation, diversity, digital transformation and, most importantly, putting people in front of pure profit. Business leaders now expect that half of their company’s revenue five years from now will come from products, services or businesses that do not yet exist. To partner with our clients and to lead this exciting change, what we ‘relearned’ in 2021 is the value and importance of strategic thinkers and strategic planning. Ideally, a multidisciplinary strategic planning team that is connected into global and local cultural shifts, that can partner with clients for upstream business and brand strategy down to full funnel social e-commerce planning, all connected by a proven strategic process. Disruption™, our strategic methodology at TBWA, is proving to be more powerful and potent than ever in helping brands reset for now and the future ahead.

Another thing we learned during 2021 is we’re able to access and partner with world-class talent from anywhere on the planet to push our creativity. One of the things we are most looking forward to in 2022, is pushing these partnerships further. At TBWA we regard our global network as a ‘Radically Open Collective’ – we can access the very best of our Collective across the world on projects for our clients – including further partnerships with Dot Dot Dash Los Angeles who is pushing the limits of creative and tech innovation having delivered incredible experiences for Adidas, North Face and Calvin Klein this year; or further partnerships with our Digital Arts Network team in New Zealand who specialise in human-centred digital design; or our Data Accelerator Team, a team of world-class data analysts plugged into the Omni platform in Singapore.

This is where the power and muscle of being a globally connected agency is going to be very compelling for progressive, growth-obsessed Australian clients in the years ahead.

2022 promises to be a very exciting year for us all. Happy Christmas everyone, enjoy a well-deserved break and see you next year.


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