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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.
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Ad:tech honours 2026: Full list of winners announced
Expanded awards spotlight winners across 22 categories as industry doubles down on intelligent automation
NEW DELHI: Marketing’s tech elite took the spotlight as the ad:tech honours 2026 returned with a sharper focus on AI, data and immersive media, signalling how deeply technology now underpins brand strategy. Held at Yashobhoomi on March 17, the second edition drew industry leaders to celebrate innovation that is reshaping engagement and performance.
Presented with the International Advertising Association India chapter and new partner Huella, the awards expanded from 8 to 22 categories, tracking the rapid convergence of creativity, automation and analytics.
The winners’ list reads like a snapshot of marketing’s future. In affiliate and partner marketing, Lyxel & Flamingo – Boat and Paytm Ads – Giva took silver. Mobavenue Media Private Limited struck gold in AI-driven dynamic creative optimisation, alongside a silver for Laqshya Media Limited.
Creative AI collaboration saw Rediffusion Brand Solutions Private Limited win gold, with Saltinc Consulting Private Limited securing silver. Laqshya Media Limited continued its strong run, taking gold in AI conversation agents and adding multiple wins across categories, including silver in GenAI-led creative and both gold and silver in interactive DOOH campaigns for Tanishq and Tata Coffee.
Predictive AI honours went to Strong Metrics and Tyroo, both silver, while Orient Bell Limited picked up silver in immersive retail tech. In GenAI-led creative, Laqshya Media Limited, Salt – Kotak and Sumimoto each secured silver, reflecting the crowded race in generative creativity.
Publicis bagged silver in influencer management and gold in performance marketing, where it shared the stage with Arm Worldwide and The Trade Desk, both silver. Glad U Came Private Limited stood out with gold in influencer measurement and analytics.
Marketing automation saw CereOne Media Pvt. Ltd. and Globale Media win silver, while ADMOTT Private Limited claimed silver in OTT innovation.
Programmatic media categories highlighted the shift to advanced targeting and connected screens. Mobavenue Media Private Limited clinched gold in connected TV advertising, with Animmoov Digital Media Pvt Ltd – Asus and Lyxel and Flamingo taking silver. Cheggout Services Private Limited won silver in retail media advertising, while Paytm Ads – Versuni secured gold.
On social platforms, Vayner Media India took gold in community and UGC engagement, with Under 25 – Oppo winning silver. Segumento rounded off the list with silver in the innovation category.
Jaswant Singh, country managing director at ad:tech India, underscored the momentum, saying generative AI and data-driven decision-making are now central to marketing impact. Neena Dasgupta, IAA mancom member and chief executive and founder at The Salt Inc Consulting, added that the awards celebrate not just technology, but “the people, the creativity, and the relentless effort behind it.”
Backed by Comexposium Group, ad:tech New Delhi has long tracked digital disruption. Now, with the honours, it is rewarding those who are not just adapting to change but engineering it.
In an industry racing towards automation, the message from 2026 is unmistakable. The future of marketing will be written not just in ideas, but in algorithms.
