ALS Cachou – TBWA awarded for its Quality by BID in London
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ALS Cachou - TBWA awarded for its Quality by BID in London
This large agency has many outstanding clients in various areas, such as food and beverage (Hero, Sodebo), transport (SCNF), tourism (Mauritius Island), and construction.
It now belongs to the TBWA Worldwide Group, which is owned by Omnicom, the largest advertising group in the world. TBWA is a result of the merger of four agencies in the United States and Europe and is present in more than 70 different countries. With almost 10,000 employees, its income ascends to $US 13,000 million.
TBWA\COMPACT has received many recognitions for its hard work and achievements in its sector, one of them being the BID Award, which symbolizes commitment to Quality, Excellence, and Leadership.
Advertising agency: a not that old history
An 1890s advertisement showing model Hilda Clark in formal 19th century attire. The ad is titled Drink Coca-Cola 5¢.
Volney B. Palmer opened the first American advertising agency, in Philadelphia in 1850. This agency placed ads produced by its clients in various newspapers
In 1856 Mathew Brady created the first modern advertisement when he placed an ad in the New York Herald paper offering to produce “photographs, ambrotypes and daguerreotypes. His ads were the first whose typeface and fonts were distinct from the text of the publication and from that of other advertisements. At that time all newspaper ads were set in agate and only agate. His use of larger distinctive fonts caused a sensation. Later that same year Robert Bonner ran the first full-page ad in a newspaper.
In 1864, William James Carlton began selling advertising space in religious magazines. James Walter Thompson joined this firm in 1868. Thompson rapidly became their best salesman, purchasing the company in 1877 and renaming it the James Walter Thompson Company, which today is the oldest American advertising agency. Realizing that he could sell more space if the company provided the service of developing content for advertisers, Thompson hired writers and artists to form the first known Creative Department in an advertising agency. He is credited as the “father of modern magazine advertising” in the US.
TBWA belongs to OMNICOM Group
OMNICOM Group
The Omnicom Group (NYSE: OMC) is the world’s largest advertising agency holding company in terms of revenue and one of the “Big 6″ advertising holding companies; the other companies being WPP Group plc, Interpublic, Publicis, Dentsu and Havas. Its major holdings include the advertising agency networks BBDO, TBWA Worldwide, and DDB Worldwide. Its portfolio of companies also includes public relations, lobbying, marketing services, interactive design, CRM specialists and media buying services.
Omnicom’s specialty marketing and public relations agency holdings are managed by its Diversified Agency Services division. Among Omnicom’s PR agency holdings are Brodeur Worldwide, Fleishman-Hillard, Ketchum Inc., Luntz-Maslansky Strategic Research and Porter Novelli. In 2005, Omnicom acquired its first search engine marketing firm, Chicago-based Resolution Media, and its first brand licensing consultancy, The Beanstalk Group.
Omnicom was formed in 1986 from the merger between advertising agency networks DDB Needham and BBDO. Sometimes referred to as the “Big-Bang” merger, it was spearheaded by BBDO Worldwide CEO Allen Rosenshine, who was responding to competitive threats from other large advertising agency comglomerates. In 1993 Omnicom acquired TBWA Worldwide, a major advertising agency network.
TBWA, a world class communication agency
TBWA
TBWA Worldwide is an international advertising agency headquartered in New York City. The Agency is a unit of Omnicom Group, the world’s largest advertising agency holding company. It was founded in 1970 in Paris, France, as a merger between Tragos American Management, Bonnange French Marketing, Wiesendanger Swiss Creation, and Ajroldi Italian Client Services. The first letter of each company name provided the initials for the new organization. They were purchased by the Omnicom Group in 1993.
During the 1990s Omnicom merged TBWA with other top creative agencies including Chiat/Day and Hunt Lascaris, building a network of creative agencies around the world. Over time it set up agencies in more and more markets, both through affiliations, joint ventures and wholly owned companies. It started to attract global clients who helped develop and strengthen its network.
In the United States, TBWA operates through TBWA\Chiat\Day, with offices in Los Angeles and New York. In other parts of the world the company also operates under a mixed brand name such as TBWA Hunt Lascaris, a highly awarded agency based in South Africa, and TBWA RAAD an emerging operation that spans the Middle East and North Africa.
Within the Omnicom Group of Companies TBWA is generally partnered with OMD and PHD for Media solutions, TEQUILA for below the line marketing communications, Ketchum and Gavin Anderson for Public Relations and Investor Relations and Agency.com for interactive. That said, in specific markets it partners or works with other Diversified Advertising Services (DAS) agencies within Omnicom’s portfolio.
In the mid-1990s TBWA began expanding globally spreading rapidly. It began acquiring global accounts such as Master Foods that helped strengthen the breadth and depth of its offering, so much so that in 2004 it was named by Advertising Age as Global Agency Network of the Year.
The Madison Avenue : the heart of Publicity
The Madison Avenue
Madison Avenue is a north-south avenue in the borough of Manhattan in New York City that carries northbound one-way traffic. It runs from Madison Square (at 23rd Street) to the Madison Avenue Bridge at 138th Street. In doing so, it passes through Midtown, the Upper East Side (including Carnegie Hill), Spanish Harlem, and Harlem. It is named after and arises from Madison Square, which is itself named after James Madison, the fourth President of the United States. Since the 1920s, the street’s name has been synonymous with the American advertising industry.
Madison Square Garden takes its name from the former location on the north east corner of Madison Square at 26th Street and Madison Avenue. (The New York Life Insurance Building now occupies that entire city block.) It was designed by Stanford White and had a bronze statue of the Roman goddess Diana on the tower of the sports arena. When it moved to a new building at 50th Street and Eighth Avenue in 1925 it kept its old name. (Madison Square Garden is now located at Eighth Avenue between 31st Street and 33rd Street).
Madison Avenue was not part of the original New York City street grid established in the Commissioners’ Plan of 1811, and was carved between Park Avenue (formerly Fourth) and Fifth Avenue in 1836, due to the effort of lawyer and real estate developer Samuel B. Ruggles, a graduate of Yale University who had previously purchased and developed New York’s Gramercy Park in 1831, who was in part responsible for the development of Union Square, and who also named Lexington Avenue.
Madison Avenue carries one-way traffic uptown (northbound) from 23rd Street to 135th Street, with the changeover from two-way traffic taking place on January 14, 1966, at which time Fifth Avenue was changed to one way downtown (southbound).
The term “Madison Avenue” is often used metonymically for advertising, and Madison Avenue became identified with the advertising industry after the explosive growth in this area in the 1920s.
According to “The Emergence of Advertising in America”, an online exhibit at the John W. Hartman Center for Sales, Advertising & Marketing History at Duke University, by the year 1861 there were twenty advertising agencies in New York City, and in 1911, the New York City Association of Advertising Agencies was founded, predating the establishment of the American Association of Advertising Agencies by several years.
Among various depictions in popular culture, the portion of the advertising industry which centers on Madison Avenue serves as a backdrop for the critically-acclaimed AMC television drama Mad Men, which focuses on industry activities during the 1960s.
In recent decades, many agencies have left Madison Avenue, with some moving further downtown and others moving west. Today, only a few agencies are still located in the old business cluster on Madison Avenue, including Young & Rubicam and Doyle Dane Bernbach. However, the term is still used to describe the agency business as a whole and large, New York-based agencies in particular.
