Now with more than $2 billion in billings, TBWA/Chiat/Day continues to defy its founder, the late Jay Chiat, who wondered how big the agency could get without getting bad.
|Jean Marie Dru|
In 2006, the unit of Omnicom Group used its "disruption" process as a new-business lure, making its way onto McDonald's Corp.'s roster and growing, of all things, a package-goods business with new assignments from Sara Lee Corp. and Mars among its estimated $500 million in new billings.
On the creative front, work for Apple Computer, like the agency's Energizer Bunny icon, keeps going and going; new iterations of the silhouettes campaign for iPod rock on, while the faux Bill Gates in the "I'm a Mac" effort gets praised and parodied.
TBWA's creative remains solid under Lee Clow and Rob Schwartz in Playa del Rey, Calif., and Chuck McBride in San Francisco. Although the traditionally wobbly New York office is gaining traction under Creative Director Gerry Graf, the office's leading account, Sprint, is going into review.
Tequila, its relationship-marketing and direct-response shop, has tripled in size over five years. The new Media Arts Lab may become the foundation for the future of advertising-if it's not really a front to sequester the secretive Apple work from the general agency.