Our Point of View

While there’s much to learn from the past, we’re more interested in shaping what’s ahead. We’ve invested in unique capabilities across cultural insight, data strategy and innovation. Alongside our partnerships with best-in-class data and intelligence experts, these form the foundations for our perspectives.

Backslash

One of our key sources of strategic strength is Backslash, TBWA’s cultural intelligence unit powered by over 300 Culture Spotters across 45 countries. A dynamic hybrid of strategy, data, and journalism, Backslash turns today’s stories into tomorrow’s opportunities.

Visit backslash.com

Future of Food

From climate change to inequality, food is finding itself at the center of today’s most critical challenges. In this report, we unpack how businesses can—and must—create a brighter future through food.

Backslash Edges

Edges are meaningful cultural shifts with the scale and longevity to propel a brand towards a greater share of the future. Discover this year’s Edges.

ED\GE Tech Zine

Can Tech Rewrite its wrong? Only if we can imagine a better way forward for our relationship with technology. Dig in to find out how to turn techlash into an opportunity for your brand.

Even as we deliver in today’s places and spaces, we are always looking ahead. NEXT is our global innovation practice designed to disrupt the future of brand experiences, today.

Learn more about NEXT

Our perspectives in the news

November 1, 2023

Storytelling in the next creative renaissance

Campaign Brief

TikTok + TBWA release a new whitepaper, which takes an in-depth look at the crucial role creativity and innovation play in contemporary marketing strategies.

October 27, 2023

Why B2B marketers must get in touch with buyers feelings

Raconteur

Business-to-business marketing seems to be suffering an identity crisis. Do CMOs need a nudge to stimulate the kinds of big brand-building ideas the sector was having back in the noughties?

August 7, 2023

Should ads pack a punch, or slowly simmer?

Mumbrella

Sourcing ingredients (knowledge and insights) from 42 culture spotters across the globe, today Backslash — the cultural intelligence unit of TBWA — has cooked up the fourth report in its ‘Future of’ series.

August 3, 2023

Food fight is only a taste of what is to come

The Australian

If food waste were a country, it would be the third-largest greenhouse gas emitter, according to the National Benchmarking Study Summary Report. Nature Climate Change’s recent Future Warming from Global Food Consumption study has also warned…

August 3, 2023

Twitter rebrand doesn’t have the X factor

The Australian

Let’s be clear, this rebrand is a tombstone as much as it’s a bassinet. It simultaneously draws a black line through Twitter (and its billions of dollars in brand value), and reshapes the world’s current understanding of, and future experiences with it.

August 3, 2023

A recipe for the Future of Food by TBWA’s Backlash

Little Black Book