B&T's Agency Scorecard: TBWA
KEY PLAYERS
TBWA
Full-service creative agency
Owned By
Omnicom Group
Team Captain
Paul Bradbury
Leadership Team
Adrian Paul
Regional Chief Operating Officer
Kimberlee Wells
CEO, TBWA\Melbourne
Paul Reardon
Chief Creative Officer, TBWA\Melbourne
Evan Roberts
Chief Creative Officer, TBWA\Sydney
STATS
headcount
280
client wins
23
client Retentions
4
THREE LARGEST CLIENTS
Telstra
NAB
Nissan
TROPHY CABINET
Fast Company
Most Innovative Company
Cannes Lions
Bronze – Experience & Activation – “R Plates,” mycar
One Show
Gold – Integrated PR Campaign – “Classify Consent,” Consent Labs
Spikes Asia
Grand Prix for Good – “Classify Consent,” Consent Labs
In 2023, TBWA demonstrated remarkable success, most notably by securing the sought-after Telstra account — together with indie creative hot shop Bear Meets Eagle on Fire in a new bespoke agency model. This account, previously split among several agencies, was awarded to TBWA due to its innovative agency model and strategic capabilities.
Telstra, alongside other significant new retained clients including Who Gives A Crap, Specsavers and Patties Foods, contributed to a 33 per cent year-on-year revenue growth, marking TBWA’s most successful year in new business growth. TBWA also picked up project work for Pernod Ricard, the FIFA Women’s World Cup, Moderna and Modibodi.
TBWA also successfully repitched for large parts of the Mastercard and mycar Tyre & Auto accounts. It also kept hold of big chunks of the Fonterra and Vic Gov Department of Justice and Community Safety accounts following reviews but without pitches.
However, TBWA did face some challenges. It lost the Deakin University and Intuit QuickBooks accounts, losing the latter following a global review. It also relinquished the Optus account to pitch for Telstra. Despite these setbacks, TBWA’s ability to retain critical clients such as Mastercard and mycar after competitive pitches and its leadership stability, with no executive turnover in over 12 years, underscores its resilience and strategic acumen.
TBWA maintained a strong staff retention rate of 78 per cent in the broader team. The agency also demonstrated a commitment to gender equality, with women making up 58.7 per cent of the workforce and holding 60 per cent of leadership positions. The agency also made steps to further upskill its staff, investing 10 per cent of its profits into staff development programs and giving several of its biggest “disruptors” — as in, staff, and meant in the good sense of disruption — the chance to work in other TBWA marketings including Amsterdam and New York.
TBWA’s performance in 2023 was defined by its ability to secure major accounts, deliver innovative and impactful campaigns, and sustain growth despite industry challenges.
TBWA's Analysis of 2023
“TBWA’s standout performance in 2023 was winning the consolidated Telstra account — one of Australia’s largest accounts, after a competitive pitch against Accenture Song/ The Monkeys. In an Australian first, we built a bespoke agency model for Telstra with leading creative independent ‘Bear Meets Eagle On Fire’ and OMD designed to deliver world-class creativity and brand experience first and efficiencies second.
Winning Telstra capped our most successful year for New Business growth ever, ending the year as the No.1 Australian agency according to R3 Asia, with 23 brands won for new business equalling more than 33 per cent growth compared to 2022. All while retaining 78 per cent of staff and increasing staff satisfaction over that period.”
MVP: Renata Yannoulis, Strategy Director
In addition to her contribution to our business, Renata is an advocate for DE&I, helping to shape our industry through her involvement in the ACA’s ‘Create Space’ program.
