TBWA is global agency that calls itself The Disruption Company, which reflects its Innovate or Die and Always in Beta mantras.
It has long been responsible for a lot of Apple's iconic advertising and marketing, and in 2018, TBWA launched Apple’s first branded Instagram handle, to showcase the "Shot on iPhone" community. The handle attracted 5 million followers in its first nine months, resulting in 2.5 million new instances of Instagrammers tagging images #ShotoniPhone.
For Adidas, TBWA partnered the athletic apparel brand with the activist organization Parley for the Oceans to address the crisis of plastic polluting the oceans. The "Run for the Oceans" campaign included Adidas's creation of a running shoe, the Adidas x Parley UltraBoost, which is made from recycled plastic bottles. Two million pairs, the equivalent of 22 million plastic bottles, helped divert 260 tons of waste from the oceans.
Speaking of shoes, TBWA has developed the maker culture essential to being a top-flight agency these days, as seen in the custom sneakers it designed for Thomson Reuters Foundation to raise awareness around the issue of forced labor. TBWA enlisted YouTube star Jacques Slade to unbox the kicks, which were later gallerized in the Phillips Collection in New York, as part of its “Tongue x Chic: Sneakers + Artists” exhibit in the summer of 2018.
TBWA has also grown to include its own cultural insights organization (Backslash), its own strategic consulting practices (Disruption\Lab and Disruption Consulting), its own product design group ( \Quantum and Q Lab), and its own innovation database (10x).