How it’s building a better agency: “We’re religiously focused on the one thing that can’t be commoditized—creativity. That means creating an environment where people can do the best work of their lives, free from the fear, and the layers and silos that get in the way of the work,” said Hahn. “It comes back to our founding mission, to be a safe space for dangerous ideas.”
TBWA
Adweek’s back-to-back Global Agency of the Year in 2021 and 2022, TBWA had an outstanding 2023 in the U.S. behind stellar Apple work, one of the best TikToks by a brand in the history of the platform and purpose-based work for the Columbia Journalism Review and Cox Communications.
For Apple, TBWA created public displays of encouragement from Ted Lasso, released a number of brilliant product demos including “RIP Leon,” which won the coveted Grand Prix for film at Cannes, and left Timothee Chalamet wondering whether he’ll ever get an Apple show. Its 10-minute TikTok for Hilton pulled together the perfect recipe of talent from Paris Hilton to creators like GirlBossTown and Kelz Wright and figured out a way to keep viewers engaged throughout the full length of the video.
How it’s building a better agency: “This was definitely a year when the saying ‘the only thing certain is uncertainty’ rang particularly true. Those conditions can often stifle creativity, but TBWA is fortunate to be grounded by Disruption—a strategic methodology and spirit—that does quite the opposite,” said Erin Riley, CEO, TBWA\Chiat\Day LA. “In a way, Disruption is built for these times, and it shows in our best work—it always starts with an enduring, disruptive brand platform and then finds its way into culture with more and more versatility across the total experience.”
Wieden+Kennedy
Wieden+Kennedy recently retooled the leadership of its Portland and New York offices, with the biggest changes happening in the founding office of the indie network. Portland had a bit of an up-and-down year with lots of wins—MLB, Allstate and Ancestry—and some losses—TurboTax and Fisher Price. Despite the fluctuations, the work out of Wieden+Kennedy in the U.S. was extremely strong.
The agency created McDonald’s Grimace Shake—and even though it didn’t create the viral TikTok trend, W+K set the stage for internet culture to do its thing. Its Nike campaign for the Women’s World Cup captivated soccer fans, while its “Bring Home the Bud” pivot for the Men’s World Cup was equally outstanding.
Behind all the work are its people, whom Wieden takes care of to the tune of paying off student loans, investing in side hustles, profit sharing and a whole lot more. “We ask our people, ‘If it was your brand, what would you do?’ Create a Grimace Shake? Give away Budweiser to the country that won the World Cup? Name a limited-edition Mustang?” said Karl Lieberman, global CCO. “Everything’s on the table now.”