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TBWA's new mantra is to 'be disruptive'

By Suraj Ramnath , afaqs!, Mumbai | In Advertising | January 26, 2016
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The agency plans to hire quality talent from the industry.

TBWA wants to be known as a disruptive company in India. According to the agency, disruption is a mixture of the vision, the culture, and the future of the company.

The agency's goal is to look out for quality people with great ideas along with the right culture, build more trust with the clients, and develop the right kind of work in 2016. According to the agency, if all of the above falls in place, the money is sure to follow.

Govind Pandey

Commenting about TBWA's goal in the next one year, Govind Pandey, CEO, TBWA, says, "Our priority is to make clients feel good about our quality of work. The next thing will be to get talented people to work with us. Besides that, two big case studies which have a different signature of work, to be shown by the end of the year will be satisfying."

Speaking further on how clients are looking at media agencies to come up with award-winning ideas, Pandey says, "Clients are looking for one big idea from wherever they can get it. The fact is that they now feel that that one big idea need not come from just one advertising agency. Media agencies have also got their act together and are hiring creative people and investing a lot more on research and consumers. Moreover, they have access to data. But, that doesn't necessarily mean that the role of the ad agency is diminishing."

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