TBWA\Chiat\Day has turned 50. The agency was launched on April 1, 1968 by Jay Chiat and Guy Day. That’s a lot of history and a lot of work for the industry. TBWA\Chiat|Day is known for its maverick creative spirit. The whole of advertising benefits when agencies fight to keep creativity high.
After fifty years, it has to be forgiven for blowing its own trumpet. Here’s the synopsis that was sent out: “Shunning the conventions of Madison Avenue, Chiat\Day kick-started the West Coast ad boom in 1968 and eventually brought its creatively audacious California style of advertising global when it merged with international agency TBWA in 1995. Chiat\Day quickly built a reputation for challenging the status quo in a number of industry firsts. From Apple’s iconic “1984” spot that was credited with turning the Super Bowl into the premier showcase for new commercials, to being the first U.S. agency to bring account planning stateside and the first company to move to a virtual office concept, the agency’s pioneering spirit at times allowed it to transcend advertising and has always been at the heart of its most legendary work.”
The 90 second manifesto the agency has released is much better. In fact, it’s wonderful. Self-congratulatory, yes. But it is more than that – a rallying cry to all to keep fighting for difference. And that’s good for the entire industry. And good for its clients to hear.
The manifesto incorporates one of Jay’s most famous quotes, Good enough is not enough, which has been the maxim of the agency since its inception.
The celebrations began with a humorous hoax in social media aimed at Google – another rallying cry, but this time in support of the idea that Google should return the Giant Binoculars that adorn Google’s headquarters in Venice, California. The binoculars artwork was originally created for Chiat\Day’s West Coast headquarters in the ’80s. Jay Chiat had worked with his friend and very famous architect, Frank Gehry, on the building’s commission and its idea.
The hoax was later revealed to be a fundraising effort for Turnaround Arts: California, in honour of Chiat’s love of the arts. The agency supports the work of Turnaround Arts: California, which is part of a national public-private partnership that leverages the arts to help turn around the nation’s lowest performing schools.
“It’s a privilege to work at one of the best and most influential agencies of all time,” stated TBWA\Chiat\Day LA president, Erin Riley. “With that comes responsibility to keep challenging ourselves to create the next wave of industry firsts and to inspire current and future talent to positively impact culture for the next 50 years.”
“I’ve seen a lot of things change over the last 50 years, but Jay Chiat’s passion for big, brave ideas is still at the center of what we do. If we remember that, the next 50 years will be just fine,” commented Lee Clow, chairman of TBWA\Media Arts Lab.
TBWA\Chiat\Day LA has also used the anniversary to launch new internal initiatives focused on inspiring talent – talks, workshops and training sessions – as well as diversifying the agency’s exposure to different types of creative and business problem-solving.
“We’ve debuted new programs focused on sparking the creativity and ingenuity of the entire agency,” explained TBWA\Chiat\Day LA chief creative officer, Renato Fernandez. “We created an LA edition of TBWA’s Disruptor Series, in which we’ve featured high-profile filmmakers, activists, musicians and artists, as well as launching a revamped version of our renowned, Young Bloods creative-internship program. We also rolled out a new, specialised skills-building (graphic design, coding, improv, etc.) platform, called C\D Academy, that is already growing the inventiveness of all our people.”
In New York, the agency is fostering gender equality with the launch of Circle of Women, a mentorship and leadership program aimed at building a healthy pipeline of future, female leaders within the agency. Last week, New York hosted its 50th Disruptor Series event. The series has become one of the highest-profile speaking platforms on Madison Avenue, with guests ranging from Maria Shriver and Al Roker to Mexico’s former president, Vicente Fox.
TBWA has also diversified its offerings further, adding a new design company, a strategic consultancy, and an advanced social-listening practice, as well as growing TBWA’s data-and-SEO performance-marketing agency, Engage.
Rob Schwartz, chief executive officer of TBWA\Chiat\Day New York and a 20-year veteran of the agency, commented, “A lot has changed in the business since 1968. And a lot is going to change in the next 50 years. But one thing that won’t change is Chiat\Day’s commitment to excellence and creativity. It’s a spirit and a standard that was ignited under Jay Chiat, that blossomed under Lee Clow, and will continue to endure for years to come.”
