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