GLOBAL – NEW YORK, JUNE 29, 2012: TBWA Worldwide launches its newest digital offering TBWADigital Arts Network which encompasses over 700 digital specialists within the network and initially rolling out in eighteen markets, a global network footprint to rival any pure-play digital shop. The formation of TBWADAN creates a formal global structure for how TBWA approaches digital and integration, rooted in TBWA’s Media Arts philosophy that everything between a brand and an audience is media and that, increasingly, those touch points are digital
"We made a conscious decision three years ago that we needed to build a strong, integrated digital proposition within the TBWA network, from the bottom up. Since then, we have been nurturing our digital talent throughout the network and building something unique. Digital is a huge part of our present and our future. We are confident that we have a robust, global digital footprint with the talent, the clients and the award wins to prove it," said TBWA Worldwide, President & CEO, Tom Carroll. The core competencies of TBWADAN include creative technology, UX, e-commerce, social media, content, mobile, IP and platforms, analytics, search, audience behavior and production.
The unique differentiator of TBWADAN is that clients get the best of local and global talent, best-of-breed specialists, resources and IP through one local entry point.
Within the network, there are eight specialist labs that will retain their current identity and serve as centers of excellence in each area of competency. The labs are complementary to the network and will serve to add or bolster capabilities to local offices, when needed.
Carroll continued, "Increasingly, our global clients are asking us about our global digital capabilities and it became clear that, while we clearly had some great talent and skill sets out there, it was hidden behind a network of different brands from region to region and office to office. As a network that prides itself on collaboration, it made sense to organize our digital properties into one cohesive network and benefit from having strength in numbers and shared competencies."
Additional existing digital properties and departments within TBWA offices will be rebranded as part of the Digital Arts Network. Local TBWADAN operations will operate as part of the local TBWA office.
DAN will be lead by President Charles Clapshaw, and Worldwide Executive Creative Director David Lee, reporting to Tom Carroll President and CEO of TBWA Worldwide.
Global DAN operations are headquartered in New York. Network-wide, DAN will initially roll out in eighteen starter markets, including Australia, Belgium, Canada, Denmark, Finland, France, Germany, greater China, Japan, Mexico, New Zealand, Singapore, South Africa, UAE, the U.K. and the U.S.A.
"New York was a natural choice for the main hub of the Digital Arts Network. There is great energy and entrepreneurial spirit in the city around digital, an ever-increasing start-up community and a large presence with some of our biggest media partners, such as Google and Facebook. Even the city itself is investing heavily in digital. That is why we developed pilot.is here and it made sense to make New York City the home for DAN too," said Carroll.
Source: PR Newswire (http://s.tt/1fpen)
