TBWA New Zealand

What TBWA New Zealand does

TBWA New Zealand is a full-service advertising, marketing and communications agency headquartered in Auckland at 11 Mayoral Drive, founded in 1995 and operating as the New Zealand affiliate of the global TBWA network (spanning 95 countries) within the Omnicom Group. The agency delivers integrated creative, strategic, PR, digital, content production and brand experience services to large enterprise clients across telecommunications (2degrees), banking (ANZ Bank), retail (The Warehouse, Noel Leeming), dairy (Anchor), tourism (Tourism New Zealand), insurance (Southern Cross) and government/nonprofit verticals (Auckland Transport, Melanoma New Zealand, Age Concern), with its proprietary 'Disruption' methodology and DisruptionX (DX) framework serving as the strategic differentiator versus conventional competitors.

The agency's service portfolio is delivered through a hub-and-spoke structure: a core TBWA creative agency platform plus five wholly-owned specialized sub-brands — Digital Arts Network (DAN, 25 years of human-centred CX and digital product design), Eleven PR (culture-driven PR, social and influencer), Bolt (low-cost quick-turnaround content production), TBWA Make (design-led product development led by creative director Wiktor Skoog), and Disruption X (DX) for consumer experience design. The agency also operates the Bodyright initiative, an ethical advertising programme promoting authentic, unretouched imagery in commercial work.

TBWA New Zealand generates revenue through professional services fees for campaign development, creative strategy, content production, PR, digital services and brand experience design, using a direct-to-enterprise sales model with bespoke quote-based pricing. The agency does not disclose pricing publicly, has no public listing, and operates as a private subsidiary within Omnicom Group with no separate funding rounds. Its marketing channels are anchored by an extensive website case-study portfolio, industry award recognition (Cannes Lions, D&AD, WARC, Effies, Axis, Spikes Asia) and thought leadership reports including Future of Sport and TikTok Creative Renaissance.

Name

TBWA New Zealand

Legal name

TBWA Digital Arts Network and TBWA\New Zealand

Website

https://tbwa.co.nz

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

51–100 employees

Short description

TBWA New Zealand is an Auckland-based, full-service creative advertising agency and New Zealand affiliate of the global TBWA/Omnicom network, serving enterprise clients across telco, banking, retail, dairy, tourism and government via proprietary Disruption methodology and specialized sub-brands for PR, content production, CX design and experience.

Ownership category

akta.pro rank

Product category

Advertising Services

NAICS

Broadcasting and Content Providers (516), Motion Picture and Sound Recording Industries (512), Postproduction Services and Other Motion Picture and Video Industries (51219), Graphic Design Services (541430)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

B2B/ABM Creative Agencies (MPAAAAAI)

akta.pro secondary industries

Content Production (Video, Design, Copy, Studio) (BPAFAAAF), Content Studio & Creative Resourcing (In-house/Embedded Teams) (BPAFAIAJ)

Keywords

• Advertising agency services
• Brand strategy consulting
• Creative campaign development
• Digital marketing services
• Public relations communications

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Advertising and Marketing Services: TBWA New Zealand operates as a full-service advertising agency providing creative, strategic, and production services to corporate clients. Revenue is generated through professional service fees for campaign development, creative strategy, content production, PR, digital services, and brand experience design.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

TBWA New Zealand is a full-service advertising and creative agency delivering disruptive creative strategy, campaign development, and multi-channel execution (AV, OOH, digital, social, print) for enterprise brands. It extends its offering through specialized sub-brands covering customer experience design (DAN), public relations (Eleven PR), content production (Bolt), design-led product development (TBWA Make), and consumer experience design (Disruption X / DX). Revenue is generated through professional service fees for integrated creative campaigns across New Zealand.

Product overview

TBWA New Zealand operates as a unified creative agency platform delivering advertising and marketing services through multiple specialised sub-brands. The core TBWA offering provides full-service creative advertising and campaign execution, while subsidiary brands extend the portfolio: Digital Arts Network (DAN) delivers human-centred CX design and digital products; Eleven PR handles PR, social, and influencer services; Bolt provides quick-turnaround content production; TBWA Make focuses on design-led product development; and Disruption X (DX) offers consumer experience design. The agency also runs Bodyright, an ethical initiative against image retouching. Together, these brands enable TBWA NZ to deliver integrated creative campaigns across AV, digital, social, OOH, PR, and experiential channels for clients including 2degrees, ANZ, The Warehouse, Southern Cross, and Anchor.

Differentiator

Problem solved

Functional benefit

Brands

• DAN (Digital Arts Network): Human-centred CX design, helping Kiwi businesses achieve real value from human-centred CX design for 25 years. Applies creative problem-solving expertise to digital products, services, design operations, process optimisation, customer experience and more.
• Eleven PR
• Bolt
• TBWA Make
• DX (Disruption X)
• Bodyright

Products and services

• TBWA Core Creative Services Full-service advertising and creative agency offering disruptive thinking, campaign development, creative strategy, and multi-channel campaign execution including AV, OOH, digital, social, and print for enterprise clients.
• Digital Arts Network (DAN) Human-centred CX design services helping Kiwi businesses achieve value from human-centred customer experience design, digital products, service design, and process optimisation.
• Eleven PR PR, social, content, influencer, partnerships, technology and experiences agency that identifies a brand's place in culture and embeds it with stories through earned ideas.
• Bolt Content Production Low cost, quick turnaround content production service with an in-house team that assembles the right crew for any job, meeting the growing need for quality, strategically driven content.
• TBWA Make Design led product development focused on what can be made in the real world to connect consumers with brands in more meaningful ways, founded on design thinking methodologies.
• Disruption X (DX) Modern evolution of consumer experience design that aims to give users an exceptional brand experience, extending disruption methodologies into the age of experience across online and offline touchpoints.

Quantifiable outcome

• 2degrees achieved record profit in their tenth year following Fighting for Fair platform launch
• +7 more outcomes

Named customers20 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

31 partnerships are on record, tiered core and minor.

• Warner Bros.coreStrategic or Co-development PartnerLicensing partnership for the CHiPs TV series to create Putting NZ on Patrol scam prevention campaign. TBWA reviewed over 100 CHiPs episodes, then re-edited and reworked original footage into new micro storylines to deliver scam prevention messages to older New Zealanders.
• Warner Bros. International Television Production NZcoreStrategic or Co-development PartnerPartnership to develop Last Dad Standing TV series - a six-part series aired on TVNZ featuring Kiwi Dads competing in dad joke competitions to win prizes for charity.
• Warner Bros. International Television Production NZcoreStrategic or Co-development PartnerCollaboration to develop the Last Dad Standing Father's Day campaign for The Warehouse, creating a TV series that integrated into broader marketing activations.
• Matthew Adams DolancoreStrategic or Co-development PartnerCollaboration with celebrity fashion designer (known for styling Rihanna, Lady Gaga, and Gigi Hadid) to create VIS high-fashion pet road safety collection. Eight couture pieces designed and made in Italy using retro reflective and iridescent materials.
• The Glue SocietycoreStrategic or Co-development PartnerArt and directing collective enlisted to launch VIS pet safety collection. Turned up like a famous fashion label, creating Fashion Week inspired campaign with dog catwalks, runways made from cones, zebra crossings and road signs.
• Daniel MaxcoreStrategic or Co-development PartnerPhotographer and filmmaker collaborated on The Everything Project, traveling the country to capture the places and faces of New Zealand's hardworking workforce for Southern Cross Health Society.
• Sky SportscoreGTM or Marketing PartnerBroadcast partner for the World's First TikTok Final - the first live sports event produced, shot and broadcast in vertical video format for the Super Rugby Aupiki women's rugby final.
• TikTokcoreStrategic or Co-development PartnerPlatform partner for the World's First TikTok Final - first of any sport anywhere to produce, shoot and broadcast a live sports event in vertical format. Fans could comment, interact with commentators and vote on in-game action live.
• Sustainable CoastlinesminorStrategic or Co-development PartnerEnvironmental organization partnered with to create Pick Up Quick! game using real coastline data from beach clean-ups for PlayStation Dreams platform awareness campaign.
• Sony PlayStationcoreGTM or Marketing PartnerPlatform partnership to promote PlayStation Dreams creator platform while raising awareness of New Zealand's litter problem through an interactive beach cleanup game.
• NZMEcoreGTM or Marketing PartnerMedia partnership for The Biggest Needle vaccination awareness campaign, utilizing Sky Tower as a syringe-shaped icon to celebrate NZ reaching 80% vaccination.
• Sky TowercoreGTM or Marketing PartnerUtilized Sky Tower's form as a syringe-shaped icon for The Biggest Needle vaccination awareness campaign, celebrating NZ reaching 80% fully vaccinated against Covid-19.
• The Warehouse GroupcoreGTM or Marketing PartnerPartner in The Biggest Needle vaccination awareness campaign, part of collaborative effort to celebrate and encourage vaccination in New Zealand.
• BackslashminorStrategic or Co-development PartnerCollaborative partner on Future of Sport report exploring how shifting views of tradition, fandom and fairness will change sport, examining technology, climate change, economics and geopolitics.
• Dark HorsesminorStrategic or Co-development PartnerCollaborative partner on Future of Sport report, working with TBWA to explore forces shaping the future of sport including who will control sport, how fans will consume sport, who will participate, and where they will play.
• TikTokcoreStrategic or Co-development PartnerStrategic partnership for Storytelling in the Next Creative Renaissance report. TBWA partnered with TikTok to inspire a new creative renaissance where brands embrace technology to meaningfully connect with new audiences.
• ScrufizzerminorStrategic or Co-development PartnerUK Grime artist created music track for Good Tings First Phone Programme to communicate phone and online safety messages in a language kids are familiar with.
• Bonnie BrownminorStrategic or Co-development PartnerKiwi illustrator collaborated with sports psychologist Dom Vettise to design SupportHER Club merchandise collection for 2degrees, featuring bold evidence-based designs.
• Good OilcoreStrategic or Co-development PartnerCreative agency partner for Bodyright initiative. Josiah Watson (Director) and Troy Goodall (Photographer) contributed to the first copyright for the human body campaign.
• Josiah WatsoncoreStrategic or Co-development PartnerDirector contributed to Bodyright initiative, the first copyright concept for the human body encouraging authentic, unretouched social media images.
• Troy GoodallcoreStrategic or Co-development PartnerPhotographer contributed to Bodyright initiative, shooting authentic imagery for the campaign promoting unfiltered, unretouched social media representation.
• Michelle HyslopcoreStrategic or Co-development PartnerPhotographer contributed to Bodyright initiative, helping capture authentic human imagery for the campaign against unethical re-touching.
• Sara Tautuku OrmecoreStrategic or Co-development PartnerPhotographer contributed to Bodyright initiative, supporting the first copyright concept for the human body with authentic visual representation.
• RevolvercoreTechnology or IntegrationProduction partner for 2degrees chameleon campaign, with director Matt Devine leading the 60-second hero film brought to life with ALT VFX.
• ALT VFXcoreTechnology or IntegrationVisual effects partner for 2degrees chameleon campaign hero film, providing 3D animation and visual effects for the blue chameleon on a mission.
• Noma BarcoreStrategic or Co-development PartnerGlobally renowned artist collaborated on World Milk Day 2025 campaign featuring minimalist artworks blending Anchor milk glass symbol with football visual motifs.
• Digital Arts Network (DAN)coreStrategic or Co-development PartnerInternal unit within TBWA for 25 years, helping Kiwi businesses achieve value from human-centred CX design, digital products, services, design operations, process optimisation, and customer experience.
• Eleven PRcoreStrategic or Co-development PartnerPR agency partner helping brands identify their place in culture and embed with stories through PR, social, content, influencers, partnerships, technology and experiences.
• BoltcoreStrategic or Co-development PartnerIn-house content production unit offering low cost, quick turnaround content with an in-house team that can assemble the right crew for any job at pace.
• TBWA MakecoreStrategic or Co-development PartnerDesign led product development unit founded on design thinking methodologies, led by creative director Wiktor Skoog, delivering outputs in fluid and disruptive ways based on customer experience insights.
• Disruption X (DX)coreStrategic or Co-development PartnerModern evolution of consumer experience design combining data and CX with disruptive strategies to create exceptional brand experiences that give users an exceptional brand experience.

Scale indicators10 records

Recent moves2 records

Expansion highlights5 records

Broad incumbents

• BBDO Worldwide: Global Omnicom network agency with a comparable full-service offering; relevant as a same-holding-company peer that occasionally wins or loses regional accounts against TBWA in Omnicom portfolio reviews.
• Publicis Mojo / Publicis Groupe NZ: Publicis network full-service agency operation in New Zealand; comparable broad offering (creative, media, PR, CX) and a direct competitor on large enterprise AOR pitches where holding-company preferences matter.
• TBWA Worldwide: Global parent network spanning 95 countries under Omnicom Group; provides the international creative platform and methodology (Disruption, DisruptionX) that TBWA NZ delivers locally, and is the broader incumbent whose brand reputation TBWA NZ leverages.

Direct peers

• FCB New Zealand: IPG-affiliated full-service advertising agency operating in Auckland and Wellington; directly competes with TBWA NZ on agency-of-record reviews for major NZ brands and has overlapping Effie/Awards recognition.
• M&C Saatchi New Zealand: Network creative agency in Auckland within the global M&C Saatchi group; competes for NZ enterprise brand accounts with a similarly strategy-led positioning and comparable client base.
• Saatchi & Saatchi New Zealand: Full-service creative agency and Publicis network affiliate operating in Auckland and Wellington; competes head-to-head with TBWA NZ for telco, retail and consumer packaged goods accounts across New Zealand.
• Ogilvy New Zealand: WPP-affiliated full-service advertising agency in Auckland offering creative, PR, content and CX; directly comparable service mix to TBWA NZ and competes for FMCG, finance and telco mandates.
• DDB Group New Zealand: Omnicom-affiliated network creative agency headquartered in Auckland; directly competes with TBWA NZ for the same ANZ-region enterprise brands and is the natural cross-network rival within the holding company portfolio.
• Colenso BBDO: Leading New Zealand full-service creative agency and BBDO/Omnicom network affiliate; directly competes for the same enterprise accounts (e.g., Telecom/Spark, NZ Lotto) and is the most decorated creative competitor to TBWA NZ in local Effie/Axis awards.
• Special Group New Zealand: Award-leading independent creative boutique in Auckland (formerly Special); directly comparable on creative-led campaigns, disproportionately competing for the same NZ telco, FMCG and retail accounts despite a smaller network footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/TBWANZ

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about TBWA New Zealand