Tbwa International
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Transcript of Tbwa International
LOGO
WHEN WAS IT FOUNDED?
• TBWA WAS FOUNDED IN 1970 IN PARIS, FRANCE, BY WILLIAM G. TRAGOS (AMERICAN, MANAGEMENT),
CLAUDE BONNANGE (FRENCH, MARKETING), ULI WIESENDANGER (SWISS, CREATION), AND PAOLO
AJROLDI (ITALIAN, CLIENT SERVICES). THE FIRST LETTER OF EACH FOUNDER'S NAME PROVIDED THE
INITIALS FOR THE NEW ORGANIZATION.
WHO WERE THE FOUNDERS?
WILLIAM G. TRAGOS (AMERICAN, MANAGEMENT)
CLAUDE BONNANGE (FRENCH, MARKETING) = TBWA
ULI WIESENDANGER (SWISS, CREATION)
PAOLO AJROLDI (ITALIAN, CLIENT SERVICES)
HOW DID THEY START?
• 'WE STARTED OUT OUR COMPANY ... WITH THE CRAZY IDEA THAT BECAUSE WE WERE FROM DIFFERENT
NATIONALITIES, AND BECAUSE WE HAD ALL WORKED INTERNATIONALLY, THAT WE WOULD DEVELOP THE FIRST
ADVERTISING AGENCY BORN INTERNATIONAL,' TRAGOS RECOLLECTED IN ADVERTISING AGE. 'THE IDEA WAS
THAT THIS WAS NOT GOING TO BE AN AMERICAN ADVERTISING AGENCY, BUT AN AGENCY MADE UP OF THREE
EUROPEANS AND AN AMERICAN AND WOULD EXPAND INTERNATIONALLY.'
• TBWA BEGAN THAT EXPANSION AFTER ONLY ONE YEAR, OPENING AN OFFICE IN MILAN. FRANKFORT WAS NEXT IN
1972, FOLLOWED BY LONDON, MADRID, ZURICH, AND BRUSSELS--EACH ADDED AT ONE YEAR INTERVALS.
WHERE ARE THE HEADQUARTERS?
• MIDTOWN MANHATTAN, NEW YORK CITY, UNITED STATES
HAVE THEY WON ANY AWARDS?
They have even
won more!
Including the
2010 Global
Agency
Network of the
Decade
WHAT OTHER PRODUCTS HAVE THEY WORKED ON?
• THEY HAVE INVESTED IN OTHER INTERESTING PRODUCTS AND BUSINESS VENTURES. THESE INCLUDE,
TBWA\ WORLD HEALTH, TBWA\ AUDITOIRE, TBWA\ MEDIA ARTS LAB AND INVESTMENTS IN SOCIAL
MEDIA OUTLETS
ANALYSED TBWA ADVERT
• BASIC INFO ADVERTS VISUAL AUDIENCE MESSAGE/MEANING
• JOHN SMITH - GENERIC FOOTBALL FIELD, BALL/SAMBA SKILLS YOUNG FOOTBALL FANS/MEN USES HUMOUR TO PROMOTE PRODUCT
• ‘BALL SKILLS’ ANOTHER ARRIVES AND ‘PELTS’ BALL AWAY JOHN SMITH FANS/BEER DRINKERS MESSAGE OF HOW MEN SHOULD DRINK
• TBWA (STARING PETER KAY – CELEBRITY ENDORSEMENT) REAL MEN DRINK THIS BEER
• (2002) NO NONSENSE, WHAT YOU SEE IS WHAT YOU GET