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TBWA London forms content department.(Brief Article)
TBWA\London has introduced a department dedicated to exploiting opportunities in TV and radio programming, music and film in order to expand its client offering.
The new division, called TBWA\Content, will be overseen by the executive creative director and chairman, Trevor Beattie, and the chief executive, Andrew McGuinness.
TBWA\Content, which will primarily work with existing TBWA clients, is being launched in conjunction with the sister Omnicom agency Stream, which specialises in creating branded content.
'From a consumer point of view, people are turning off from advertising; only exceptional ads are getting cut through,' McGuinness said. 'Clients are also demanding more than just a standard ad campaign. They want content to ...
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- Magazine article from: Marketing Week McGuinness, Andrew December 4, 2003 700+ words
...disciplines now working in harmony. While the future may he just as turbulent as the recent past, for the brightest minds In the Industry it does promise to be enormously exciting. Andrew McGuinness is chief executive of TBWA /London