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TBWA US announces new group structure
MUMBAI: Media agency TBWA in the US has announced the formation of a new group structure for the west coast, TBWACalifornia.
At its foundation are TBWAChiatDay Los Angeles, TBWAChiatDay San Francisco and the marketing services network Tequila. Each brand and business group is structured around
Disruption and Connections. This is TBWA’s strategic cornerstones for building and connecting brand ideas.
It has been a year since TBWA received Ad Age’s Network of the Year and AdWeek’s US Agency of the Year accolades. TBWACalifornia is
accelerating the development of its business model to further capitalise on the changing marketing and media landscape. The new structure is dedicated to
better leveraging office resources and bringing greater focus to the spectrum of media arts necessary to building brands in today’s complex and challenging media environment.
TBWAWorldwide chairman and chief creative officer lee clow says, “I believe California is a unique nexus of media arts talent and
technologies, and continues to be the epicenter of young, brave ideas. TBWACalifornia is about finding ways to remain nimble, brand and idea-focussed, no matter how big we get.”
TBWACalifornia is developing a new initiative, the media arts lab. The media arts lab mission is to find new ways to apply the media arts model across all companies under TBWACalifornia. The goal is to develop brand-centric ideas that innovate and experiment with all kinds of media arts forms and define the best ways to launch brands into popular culture.
TBWACalifornia president and CEO Robert LePlae said, “TBWACalifornia is the next evolution in our business model and
represents our vision for how things will be done in our industry. The new structure is designed to align the agency’s resources for future growth and
reward our best people, keeping them focussed on our client’s brands.”
TBWAChiatDay has long been a pioneer of disruptive marketing ideas. From disrupting the Super Bowl and the Olympics advertising over 20 years ago, to innovating new ways of delivering brand ideas today for its world-class
roster of clients. TBWACalifornia and its expanded focus on the media arts are the next chapter of the ever-evolving story of the agency.
Clow adds, “We want to create a brand led, idea-centric model that organises all of our talents and skills into groups dedicated to and responsible for disruptive ideas that make brands famous. This is a great opportunity for us to raise the bar again and to discover new ways of working.”
TBWA creates disruptive ideas for global clients, including Absolut, adidas, Apple, Beiersdorf, Hdagen-Dazs, Henkel, Masterfoods, McDonald’s, Michelin, Nissan and Sony PlayStation. In 2004, TBWA was recogniszed as the most awarded network by Creativity magazine and was the most awarded network at Cannes Lions International Advertising Festival, The One Show, AdFest and Art Director’s Club. TBWA has 237 offices in 75 countries, and approximately 8,300 employees worldwide.
MAM
Crocs and Lego launch new collaborative collection in India
Iconic brands bring playful creativity to footwear with first drop on 13 April 2026.
MUMBAI: Crocs and Lego have clicked together once again and this time, the bricks are heading straight for Indian feet. The global footwear brand Crocs has announced the India launch of its latest Crocs x Lego Group collection, following the excitement of their multi-year global partnership unveiled earlier this year. The collaboration celebrates creativity, play, and individuality, merging Crocs’ signature comfort with Lego’s iconic building-block spirit.
The collection will roll out in two phases. A digital-exclusive pre-launch begins on 13 April 2026 on crocs.in, featuring four styles: the Lego Masterbrand Creativity Clog, Lego Midnight Garden Creativity Clog, Lego Creativity Clog, and Kids’ Lego Creativity Clog. Each pair purchased during this phase will include an exclusive Lego minifigure as a collectible bonus.
From May 2026, the full collection will be available across select Crocs stores, VegNonVeg, and Foot Locker outlets nationwide.
The designs playfully blend Crocs’ classic clog silhouette with Lego brick-inspired details, complete with custom Jibbitz charms on the upper and sole. The collection encourages wearers to treat their footwear as a canvas for personal expression, without any set instructions just an open invitation to build, explore, and have fun.
Crocs chief marketing officer Carly Gomez said, “The Lego Group’s boundless imagination makes them the perfect match to Crocs’ wonderfully unordinary spirit. We are both brands that pride ourselves on being built different, celebrating self-expression and fuelling creativity.”
LEGO Group, head of licensing & extended line design & partnerships Satwik Saraswati added, “Our common mission to enable self-expression and wear it with pride only marks the beginning of a journey with endless possibilities.”
The campaign will extend beyond the product launch through creator-led seeding, elevated visual merchandising, and exclusive on-ground previews, supported by a deeper partnership with the Lego India team.
In a market that loves both comfort and fun, Crocs and Lego have built something special, a collection that lets every step feel like playtime. Get ready to click your heels (or rather, your clogs) because this collaboration is set to be a blockbuster hit with Indian fans.
