Our Point of View

While there’s much to learn from the past, we’re more interested in shaping what’s ahead. We’ve invested in unique capabilities across cultural insight, data strategy and innovation. Alongside our partnerships with best-in-class data and intelligence experts, these form the foundations for our perspectives.

Backslash

One of our key sources of strategic strength is Backslash, TBWA’s cultural intelligence unit powered by over 300 Culture Spotters across 45 countries. A dynamic hybrid of strategy, data, and journalism, Backslash turns today’s stories into tomorrow’s opportunities.

Visit backslash.com

Future of Food

From climate change to inequality, food is finding itself at the center of today’s most critical challenges. In this report, we unpack how businesses can—and must—create a brighter future through food.

Backslash Edges

Edges are meaningful cultural shifts with the scale and longevity to propel a brand towards a greater share of the future. Discover this year’s Edges.

ED\GE Tech Zine

Can Tech Rewrite its wrong? Only if we can imagine a better way forward for our relationship with technology. Dig in to find out how to turn techlash into an opportunity for your brand.

Even as we deliver in today’s places and spaces, we are always looking ahead. NEXT is our global innovation practice designed to disrupt the future of brand experiences, today.

Learn more about NEXT

Our perspectives in the news

April 24, 2024

It’s too hard to be inclusive

Mumbrella

Despite calls for more inclusivity within advertising, delivering a successful and appropriate campaign continues to be tricky.

April 22, 2024

Sustainability needs to start with real action not ads

Adforum

Agencies have a responsibility to educate themselves on working more sustainably and working with clients to understand their intent.

March 14, 2024

TBWA’s Backlash Edges Report points to “broader story of survivalism”

Mediaweek

The recently unveiled report by Backslash, the cultural intelligence unit of creative agency TBWA, offers insights into 41 key cultural shifts for brands navigating the future market.

January 11, 2024

Should advertising of high-carbon products be banned?

Campaign Asia

Controls on advertising harmful products like tobacco and junk food have existed for years. With the climate emergency worsening by the day, is it high time to implement tighter rules on advertising high-carbon products like SUVs and long-haul flights, or even ban them altogether?

December 12, 2023

Why marketers – and agencies – should pray for ad wear out

Mi3

We’ve been trained to fear wear out. The premise that at some point, consumers get tired of an ad so much so it becomes ineffective. Or even damaging to the brand. We spend a lot of time talking about it.

November 1, 2023

Storytelling in the next creative renaissance

Campaign Brief

TikTok + TBWA release a new whitepaper, which takes an in-depth look at the crucial role creativity and innovation play in contemporary marketing strategies.