2001 Rating: 2 stars
In 2002, Omnicom Group's TBWA/Chiat/ Day endured a spiritual blow with the death of long-retired founder Jay Chiat, symbolic perhaps of the continued evolution away from the shop's California surfer roots into an agency more akin to shops owned by global holding companies. Wins even included staunch package-foods marketer Uncle Ben's and Whiskas from Mars' Masterfoods USA.
Another sign of grown-up status was the hiring of strong management teams in Los Angeles, New York and San Francisco. Meanwhile, the shop began building out relationship-marketing service network Tequila and multicultural shop True. TBWA/Chiat/Day pinned its new culture on the "disruption" philosophy of analyzing a marketer's business, devised by TBWA Worldwide President-CEO Jean Marie Dru. New York office account wins included creative work for A&E Television Network and Ascensia from Bayer AG.
TBWA/Chiat/Day will continue to try to move away from its reputation as more interested in producing work for its own glory than for the client. But other challenges loom: Will the New York office ever emerge as a strong player? Who will succeed creative guru Lee Clow, who remains hands-on with Apple Computer? And, will the shop be able to move beyond the creative shadow of what it once was?