INTERNATIONAL NEWS: Network rebranding for TBWA London

<p>TBWA GGT Simons Palmer is to be rebranded as TBWA/London, in a move </p><p>that the agency says will signal a break from its history of </p><p>mergers. </p><p><BR><BR> </p><p>The renaming, effective immediately, is part of an international </p><p>rebranding by the TBWA network. </p><p><BR><BR> </p><p>TBWA Worldwide will now refer to itself as TBWA/ in all written </p><p>correspondence, while retaining the "Worldwide" phrasing in all verbal </p><p>communication. </p><p><BR><BR> </p><p>The network's member agencies have been told to incorporate the TBWA/ </p><p>phrasing into their own names by the end of October. However, the manner </p><p>of the incorporation is being left to the local agencies themselves </p><p>which can choose to use their own name or that of their city or </p><p>country. </p><p><BR><BR> </p><p>TBWA/London was among the first to make the change, opting to shed its </p><p>previous title altogether. </p><p><BR><BR> </p><p>The New York agency will retain its Chiat Day identity as TBWA/ </p><p>Chiat/Day, while Manchester's BDHTBWA is expected to simply add a </p><p>backslash between the two names. TBWA GGT Direct will similarly adopt a </p><p>backslash between its first two names. </p><p><BR><BR> </p><p>The global rebranding is intended to signal a new emphasis on the role </p><p>of TBWA as a network able to compete with worldwide agency networks like </p><p>Young & Rubicam and McCann-Erickson for global accounts. </p><p><BR><BR> </p>