Global advertising giant TBWA embarks on a third strategic transformation

TBWA Worldwide, a renowned advertising agency, is moving forward with phase three of its multi-year plan, aiming to disrupt the industry and keep clients ahead of their competitors.

At the helm of this ambitious plan is Katrien De Bauw, the global CEO of TBWA Media Arts Lab. De Bauw, who has significantly increased strategic and planning positions at TBWA Worldwide by 34% in the past four years, is leading the charge towards a disruptive future.

Agathe Guerrier, the global chief strategy officer of TBWA Worldwide, emphasises the importance of this strategic expansion. "Our strategists and planners will focus on helping clients see around corners and understand what's coming next," she said.

This investment in strategists and planners is aimed at improving TBWA Worldwide's creative product. Guerrier believes that better inputs such as knowledge, data points, and cultural strategy are crucial for better creative ideas and output.

The agency has indeed expanded its team of strategists and planners by 34% over the past four years. This growth is a deliberate part of TBWA Worldwide's multi-year plan, which aims to revolutionise the industry.

The strategists and planners at TBWA Worldwide are expected to identify opportunities that break conventions and challenge the status quo. They will seek to help clients understand future developments and move beyond current trends.

According to Guerrier, this focus on strategic innovation is essential for success in today's rapidly changing world. "We need to be able to anticipate and respond to changes in the market, and our expanded team of strategists and planners will help us do just that," she said.

As TBWA Worldwide enters phase three of its multi-year plan, the agency is poised to make a significant impact on the advertising industry. With a focus on disruptive innovation and a team of strategists and planners ready to challenge conventions, TBWA Worldwide is well-positioned to lead the way into the future.