TBWA/Chiat/Day

Published on .

2004 Rating: 4 stars

The essence: Led by the new-business success of its Playa del Rey, Calif., office, TBWA/Chiat/Day, the bastion of West Coast creativity, is growing into a package-goods powerhouse with new accounts centered on Masterfoods brands. It also landed two Anheuser-Busch Co. wins, Pepsi's iTunes promotion and retail work from Limited Too.

Net growth: TBWA/Chiat/Day boosted billings about 10% from last year with $375 million in new billings, more than $250 million of it in southern California, and no account losses. Agency wins included Pedigree ($125 million), Anheuser Busch ($25 million), Pepsi /iTunes ($20 million), Limited Too ($15 million), MapQuest ($15 million), Sara Lee's Ball Park and Jimmy Dean ($60 million).

management: The New York office faced continued management shuffle, including the naming of Brett Gosper as president, TBWA New York Group, replacing Shona Seifert, currently on leave pending trial on charges related to her tenure at WPP Group's Ogilvy & Mather. Gerry Graf, executive creative director, replaced John Hunt, who is now focusing on global issues.

Creative quality and effectiveness: IPod has set the bar in the world of electronic gadgets, and TBWA/Chiat/Day under Lee Clow has set the standard with its silhouettes campaign. Nissan North America has been basking in a turnaround under the "Shift" campaign. The revival of the Energizer bunny in his original cool form has helped grow market share, and Nextel, formerly positioned only as a business brand, is scoring points with a funny consumer campaign.

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