TBWA Worldwide rolls out its first global Web site

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TBWA Worldwide, New York, this month launches its first agency network Web site, a multimedia-rich portal that over time will link to the network's approximately 20 local sites. "The idea here is that it will provide a piece of glue that will be able to present the network in its entirety," said President-CEO Michael Greenlees. The site, created by TBWA/Chiat/Day, Playa del Rey, Calif., offers video of commercials, audio of agency executives, and the ability to order a commercial reel and agency credentials. TBWA also plans to install Webcams in all offices.The site introduces a new corporate identity using a red "TBWA"; the format allows local agencies, such as TBWA/Chiat/Day, to append their names after the slash. Local sites will be redesigned to complement the network site, though Mr. Greenlees said local sites and agencies will retain individual identities. Mr. Greenlees, noting the value of local brands such as Chiat/Day, said, "I don't necessarily think" it would make sense at some point to rename the agencies simply TBWA. He added: "What do the politicians say? I'm not ruling it out or ruling it in."

Copyright July 2000, Crain Communications Inc.

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