TBWA Revamps Digital Ops Into DAN
Omnicom global ad agency TBWA is reorganizing its 700-person-strong digital operations into what it’s calling the TBWA/Digital Arts Network (DAN).
The new entity, headquartered in New York, will roll out initially in 18 markets worldwide, including Australia, Canada, Denmark, France, Germany, greater China, Japan, Mexico, South Africa and the U.K.
"We made a conscious decision three years ago that we needed to build a strong, integrated digital proposition within the TBWA network,” stated Tom Carroll, president and CEO of TBWA Worldwide. DAN is the end result. It made sense, he added, "to organize our digital properties into one cohesive network and benefit from having strength in numbers and shared competencies."
The restructured digital operation will be jointly led by two executives, including Charles Clapshaw, who has been named president, and David Lee, who has been appointed worldwide executive creative director. Both will report to Carroll. Previously, Clapshaw had been digital president of TBWA’s Asia-Pacific region. Lee had been digital executive creative director at TBWA\Worldwide.
The agency said existing digital properties and departments within TBWA offices -- such as Tequila -- would be rebranded as part of the Digital Arts Network.
The shop indicated that DAN’s “core competencies” include creative technology, user experience, e-commerce, social media, content, mobile, IP and platforms, analytics, search, audience behavior and production.