Ad Agency Report
Ad Agency Report
Blanca I. Davila-Pabon
Grantham University
BA/530 – Marketing Management
December 31, 2012
Jan Tucker
Abstract
The focus of this paper is to select and research an advertising agency, which will then be evaluated. The paper will discuss the evaluation in two stages. Thus, the first section of the evaluation will include a description of the unique aspects of the agency, its strengths, services, specialties, and approach to marketing communication, and others, while the second section is going to be a personal opinion of the agency as a marketing communication firm. The selected advertising agency is TBWA.
TBWA – Overview TBWA is an independent and international, privately-owned advertising agency which headquarters are located in Mmidtown Manhattan, New York City. The company was started in Europe and made a mark in the United Sated by promoting European products, such as Absolut vodka and Evian water. The agency was founded in 1970, surprisingly in France by William Tragos, Claude Bonnange, Uli Wiesendanger and Paolo Airoldi. The agency 's name was derived from the initials of the four founders ' last names. The founders hoped to tap 'the richness of different cultures, the healthy frictions and the thrust that comes from diversity, ' as chairperson Tragos later stated in a company publication. In 1977 Tragos opened TBWA 's first U.S. office in New York City. The New York City branch of TBWA started out with $7.5 million worth of billings in the first year. The branch worked for several small accounts that would later become large money-earners, including the European bottled water company Evian and Fromageries Bel, producers of Laughing Cow cheese. In 1993 Omnicom acquired TBWA and the agency expanded rapidly to become a worthy partner to BBDO and DDB. Two key developments in the growth of TBWA were its merger with US agency Chiat Day in 1995 and with Anglo-French
Blanca I. Davila-Pabon
Grantham University
BA/530 – Marketing Management
December 31, 2012
Jan Tucker
Abstract
The focus of this paper is to select and research an advertising agency, which will then be evaluated. The paper will discuss the evaluation in two stages. Thus, the first section of the evaluation will include a description of the unique aspects of the agency, its strengths, services, specialties, and approach to marketing communication, and others, while the second section is going to be a personal opinion of the agency as a marketing communication firm. The selected advertising agency is TBWA.
TBWA – Overview TBWA is an independent and international, privately-owned advertising agency which headquarters are located in Mmidtown Manhattan, New York City. The company was started in Europe and made a mark in the United Sated by promoting European products, such as Absolut vodka and Evian water. The agency was founded in 1970, surprisingly in France by William Tragos, Claude Bonnange, Uli Wiesendanger and Paolo Airoldi. The agency 's name was derived from the initials of the four founders ' last names. The founders hoped to tap 'the richness of different cultures, the healthy frictions and the thrust that comes from diversity, ' as chairperson Tragos later stated in a company publication. In 1977 Tragos opened TBWA 's first U.S. office in New York City. The New York City branch of TBWA started out with $7.5 million worth of billings in the first year. The branch worked for several small accounts that would later become large money-earners, including the European bottled water company Evian and Fromageries Bel, producers of Laughing Cow cheese. In 1993 Omnicom acquired TBWA and the agency expanded rapidly to become a worthy partner to BBDO and DDB. Two key developments in the growth of TBWA were its merger with US agency Chiat Day in 1995 and with Anglo-French
References: Datamonitor (2010). Omnicom Group, Inc. SWOT Analysis, 1-11 McMains, A. (2009). TBWA. Brandweek, 50(1), 12-14. Press Release: TBWA Worldwide (2012). TBWA dominates four competitions at Campaign Asia-Pacific 's 2012 Agency of the Year Awards. Retrieved from http://finance.yahoo.com/news/tbwa-dominates-four-competitions-campaign-215500701.html TBWA ADVERTISING, INC. History. Retrieved from http://www.fundinguniverse.com/company-histories/tbwa-advertising-inc-history/ Select and research an advertising agency. You can choose a national or local agency. Write a 3-5 page overview and evaluation of the agency. Your evaluation should be written in two sections. The first section should describe the agency’s unique aspects, strengths, services, approach to marketing communications, specialties, client list, and so forth. The second section should be your opinion of the organization as a marketing communication firm. Include your perception of the organization.