Rob Schwartz, Chair of the newly-formed TBWA New York Group, outlined plans for the group’s vision, ambition and structure.
The TBWA New York Group serves as a front door to the collective’s agencies in the New York market: TBWA\Chiat\Day New York, Lucky Generals New York and 180NY, three of the most innovative, creative and effective agencies in the world. The group’s primary purpose is to market and grow the three affiliated agencies in New York, serving as an entry point to clients and new business consultants. By bringing to bear the best of the TBWA collective, clients will be able to streamline their search and find solutions within one or a combination of these agencies, complemented by the power of Omnicom.
“This is the Goldie Locks theory: The New York Group allows a client to choose an agency that suits their business challenges, size and style,” said Schwartz. “This roster of agencies will operate independently, led by their own leadership teams, but we will be able to leverage the group if required by a client. And while each has its own strengths and capabilities, they are united in applying the unreasonable power of creativity to deliver disruptive growth.”
Schwartz, a 20+ year veteran of TBWA\Chiat\Day, and CEO of TBWA\Chiat\Day New York since 2015, takes on the role with a track record of success. He was instrumental in TBWA\Chiat\Day New York’s turnaround, helping to grow the agency 180% over the past five years. He helped to win 33 new business pitches in the last six years.
“I watched Rob take an agency that was off the map and turn it into one of the most successful in the world,” said Troy Ruhanen, CEO of TBWA\Worldwide. “He is one of the best at understanding client needs and being able to assemble teams that can consistently deliver effective creative product, and importantly, creative impact.”
“It’s great to be part of the New York Group and to be able to work with Rob directly,” said Evan Weissbrot, President of 180NY. “Rob knows what clients want and already we’re seeing success and momentum through the partnership.”
The Group’s role is to help clients and consultants assess the right partner based on their business challenges and the strengths of each agency, the chemistry with the people, and to architect wide-ranging solutions with Omnicom partners. The agencies comprising the group are as follows:
180NY builds brands through a savvy understanding of community and internet culture. Using their unique “BIOS” (Brand Intelligence Operating System) approach, 180 begins with the audience, data and a thorough understanding of social platforms. This approach has made the snack brand Slim Jim an Instagram and Twitter phenomenon.
Lucky Generals is a creative company for people on a mission, with a unique, proven point-of-view: They help brands plan to get lucky. From its inception in London in 2013, Lucky Generals has formulated a way to help brands garner success by strategically planning to create luck. Look no further than their work for Amazon, which consistently wins at the Super Bowl.
TBWA\Chiat\Day NY is the New York office of the TBWA global collective, known as The Disruption® Company. Recognized as one of the World's Most Innovative Companies by Fast Company, the agency helps brands find strategic and creative white space through the power of Disruption. Clients include adidas, Facebook, Hilton, Lay’s, Mountain Dew, Nissan, TD Bank and Travelers.
“Now more than ever brands are looking to grow, not incrementally, but in quantum leaps,” said Schwartz. “To make these leaps, brands need a partner who can create truly breakthrough creative ideas that can work everywhere from awareness to sale to the advocacy of customers thereafter. The agencies in the TBWA New York Group can be that connector to accelerate their growth.”