As an agency we are continually growing and evolving in response to fast moving contemporary culture, the needs of our clients and a rapidly evolving competitive set. In this context, it’s important that we are clear about what we stand for, how we work and what kind of work we want to release into the world. This is less of a creds, and more our perspective on how brands need to behave to succeed in the 21st century, and how we need to work to support that success.
BORN IN THE WEST
At a time when Madison Avenue was the only place for ad agencies to do business, we opened our doors on the West Coast, and have never looked back. Being on the West Coast has always represented a pioneering and optimistic outlook, and more recently has allowed us to connect with the tech culture that stretches from LA to Seattle and is influencing the way the world works.
LOCATE AND INVOLVE
This is how we describe our role in working with brands. It’s important for us to understand the purpose each of our brands has in the world, the emotional spaces they occupy in people’s hearts and minds, and how they play a role in their lives. Once we understand where they live, then we think about how we can continue to involve them in contemporary culture. The work we’re proudest of on the reel is the work that gets picked up by cultural commentators and influencers, so it’s clear that its impact stretches way beyond a media buy: from the noise around the Nissan/Amazon partnership to the spoof of the Macklemore stunt, to the labeling of Gatorade as the best TV commercial ever, to the recognition that adidas beat Nike to become the most talked about brand during the World Cup.
BE MORE HUMAN
Being more human is a promise to ourselves as a company as well as a contract we enter into with the brands we love to work with. It is a promise that we will all walk in open minded, curious, challenging and above all else caring. Caring about the work we create and the people we create it with. And the Dog you ask. Well let’s just say making great work is like trying to find a buried bone. You have no option but to keep digging until you find it!
FIND YOUR SOUL
At TBWA\CHIAT\DAY, we have always strived to make work that connects deeply with people through an understanding of brand and why they exist. To do this we have always believed that one must unlock the soul of a brand and in turn its humanity. Lee Cloe always talked about finding the emotional center of a brand. Once you are clear about the soul, you can take a brand to many different places. IF you don’t have a soul, then you’re just making random work. Given our world of expanding platforms and channels, and the multiple places where brand activity can exist, a strong brand soul allows you to unite work that won’t look the same, or even use the same creative vehicle, because it always comes back to the same truth about the brand.
BE AFRAID TO SUCCEED
We have always believed that we must do the things we think we cannot do. In today’s converged world, we must experiment continuously and embrace the risk that it will succeed and not fear the possibility that it will be wrong. In order to succeed there must be some nervousness – even fear – about what we’re trying to do. If we’re not feeling a little bit nervous about the ideas we’re taking to our clients, then they’re probably not brave enough. We’re all in the business of managing fear. We’re managing our own fear every day and we’re also helping our clients to have the confidence to trust that what we’re making will have the right impact in the world.
TBWA\ was founded in Paris, France, in 1970. CHIAT\DAY was founded in Los Angeles, California, in 1968. In 1995, the two agencies merged to help fulfill their mutual goal of being the foremost creative network in the world. Today we manage such iconic brands as Absolut, adidas, Apple, Nissan, Pepsi, Gatorade and Energizer. As a full-service agency, we have strengthened our partnerships to better lead the complete integration of strategy for both traditional and digital Marcom services and deliverables for our clients. Our partners are housed under a single roof – creating a one-stop shop for clients looking for an integrated communications solution. Our in-house partners include OMD (Media Planning and Buying) and Venice Beach Editorial (Editing). TBWA\CHIAT\DAY is part of TBWA\Worldwide (www.tbwa.com), an Omnicom Group, Inc., company, which is among the top five U.S.-based agency networks, with annual consolidated billings of $8.6 billion. The network has 274 offices in 100 countries and approximately 11,000 employees worldwide. Omnicom Group, Inc., (NYSE-OMC) (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicomʼs branded networks and numerous specialty firms provide advertising, strategic media planning and buying, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries. As a member of the Omnicom Group, should we identify an executional need that is best served by an outside specialist, we have access to a dedicated group of 259 specialty communications firms, called the Diversified Agency Services (DAS) group. DAS includes some of the finest firms practicing Brand Development (InterBrand), Media (OMD, PHD, Prometheus), Event Management (GMR Marketing), Sports Sponsorship (Millsport), Package Design (Designory), Direct Marketing (Direct Partners, Rapp Collins), Public Relations (Porter Novelli, Fleishman-Hilliard, Ketchum), Sales Promotion (Alcone Sims OʼBrien) and Yellow Pages (Ketchum Directory Advertising). Each agency in the TBWA\ network adheres to the founding principle that great creative and great results are not mutually exclusive, but critical partners in our dynamic, media-driven society. With the heritage of being one of Americaʼs most successful agencies, TBWA\CHIAT\DAY offers a vast array of domestic and international resources, coupled with an agile, entrepreneurial organization.
LOS ANGELES IS CONVERGENCE
We are in a time where brands need to live at the speed of culture. Los Angeles is the perfect city to create work for a modern world. It is living convergence: a perfect alchemy of entertainment, music, design, technology, art and fashion set the pace unlike any other city today. Add to that its tectonic precariousness and you have a dynamic city and creative community sitting on the edge of their seats alive to the world’s seismic shifts, both physical and cultural. Set against the Pacific, Los Angeles is the final frontier – a horizontal, not vertical, city. At no other time in history has this lateral surface mentality so perfectly mirrored the trends of our world. We no longer live in a time of the deep moment but rather one of the wider experience.