After 2021, the most profitable year in the agency’s history, TBWA\Worldwide had a tough act to follow. But thanks to a number of notable business victories and strategic in-house investments designed to expand its creative capabilities, the Omnicom-owned shop was able to harness that momentum and continued to excel, recording its second-best revenue year to date.
Special Report: Agency A-List & Creativity Awards
TBWA\Worldwide had its two best years in a row—and it’s not done yet
The agency is a Standout on Ad Age’s 2023 Agency A-List
Credit:
TBWA
TBWA retained nine of its 10 largest clients in the U.S. in 2022 and expanded business with half of them, including Nissan, for which TBWA\Chiat\Day New York developed its first Super Bowl commercial in years—a fake action movie dubbed “Thrill Driver” starring Eugene Levy, Brie Larson and Dave Bautista.
For PepsiCo, one of TBWA’s top clients, the agency led the charge on a number of new efforts for its brands, including Gatorade’s “Love Means Everything” campaign starring Serena Williams created by TBWA\Chiat\Day Los Angeles. Another was the “Golden Ground” campaign for Lay’s, for which dirt from NFL football fields was mixed with soil at potato farms—spearheaded by the agency’s New York office.
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For Apple, TBWA\Media Arts Lab revived the company’s iconic “Silhouettes” ad from the 2000s with Harry Styles to promote next-gen AirPods and auctioned a fictional woman’s tracking data to highlight Apple’s commitment to privacy.
TBWA's entry boasted an impressive won-lost record of 4-to-1 last year, scoring a significant amount of new business including agency of record duties for LG, Jack In The Box and I.T. company Unisys; winning Hilton’s business-to-business and loyalty program accounts; and taking on social strategy and content for Goldman Sachs.
The Omnicom agency invested in Next, its global innovation practice; acquired Portland-based design shop Dotdotdash; and offered employees career-development tools such as TBWA\U, a web-based learning platform for classes and certifications—all of which helped TBWA live up to its “Disruption Company” slogan, the identity it works to cultivate at every opportunity.
