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.  

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

2024 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.

Future of Food

Backslash’s latest report explores food through the lens of climate change, cultural heritage, technology, and more. Dig in to learn how businesses can create a brighter future through food.

Future of Employee Experience

Employee experience is front and center as our relationship with work continues to be called into question. Download the report to learn how employers and employees can co-create an experience that benefits both sides.

NEXT is our global innovation practice that imagines, prototypes and tests new creative formats in the latest technology, guiding brands beyond the buzzwords and into new spaces. 

Learn more about NEXT

Our perspectives in the news

February 4, 2024

The business of storytelling feat. Mandy Wong, President of TBWA\Singapore

Back at the turn of the millennium Mandy Wong, in difficult circumstances and in need of a career, joined the account management team at TBWA in Malaysia, little knowing that 20 years later she would be announced as President of TBWA\Singapore.

January 23, 2024

5 Minutes with Peter Khoury

Speaking to LBB, Peter discusses the driving strategies of his career navigating cultural nuances, championing creative success amidst change, and his philosophy on innovation in an industry undergoing profound transformation.

September 20, 2023

Michèle Bouquet-Kumble reframes banking brand narratives

TBWA\Singapore’s Senior Strategy Director outlines the new frontier in financial sector branding.

More TBWA News