TBWA\Group Singapore

What TBWA\Group Singapore does

TBWA\Group Singapore is a full-service creative advertising agency operating as the Singapore hub of the global TBWA collective, a network of 11,000+ creative professionals spanning 40+ countries under Omnicom Group (NYSE: OMC). Founded in 1992 and headquartered at Alexandra Road, Singapore, with a local headcount of approximately 163, the agency delivers brand strategy, advertising, digital, social, and integrated campaign services to enterprise and government clients across aviation, telecommunications, banking, hospitality, retail, and public-sector verticals. Its named client roster includes Singapore Airlines, Mandai Wildlife Group, StarHub, Spotify (Philippines and Thailand), HSBC, Hilton, IKEA Singapore, NTUC FairPrice, and multiple Singapore government bodies including the National Arts Council, Health Promotion Board, and National Museum of Singapore.

The agency's service portfolio is anchored by its trademarked Disruption® methodology and supplemented by a modular suite of offerings: NEXT (global innovation practice combining design thinking and disruptive creativity), Backslash (cultural intelligence unit powered by 300+ Culture Spotters across 45 countries), B2B (Plex), Inside (employee experience), Sustain (sustainability), Feed (social), Sold (retail), Make/production via subsidiary SixToes TV, and DxD (design). The NEXT practice operates a Sprint methodology and NEXT Labs that assemble specialized groups from across the TBWA collective to prototype and test new brand experiences. The agency has recently experimented with generative AI in campaign production (e.g., the 'Reimagining Singapore with AI' campaign for the National Museum of Singapore).

TBWA\Group Singapore operates on a professional services revenue model, providing project-based and retainer creative work on quote-based pricing that is not publicly disclosed. Its go-to-market relies on industry reputation, awards recognition (Adweek Global Agency of the Year in 2018, 2021, and 2022; Fast Company Most Innovative Companies for five consecutive years), thought leadership content via Backslash's Edges framework, and direct business development led by a New Business Lead. As a subsidiary of the publicly traded Omnicom Group, TBWA\Singapore benefits from global holding-company infrastructure while operating under local leadership headed by President Mandy Wong and Regional CCO/CCO Peter Khoury (appointed January 2024).

Name

TBWA\Group Singapore

Legal name

TBWA\Singapore

Website

https://tbwa.com.sg

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

TBWA\Group Singapore is a full-service creative advertising agency and Singapore hub of the global TBWA collective (Omnicom Group), delivering brand strategy, advertising, and integrated campaigns to enterprise and government clients across aviation, telecom, banking, retail, and public-sector verticals.

Ownership category

akta.pro rank

Product category

Advertising & Marketing Services

NAICS

Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising (7310)

akta.pro primary industry

Product & Brand PR (Consumer & B2B) (BPAFADAH)

Keywords

• Creative advertising services
• Brand strategy consulting
• Integrated marketing campaigns
• Digital content creation
• Cultural intelligence research

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Creative Agency Services: Full-service creative agency providing brand strategy, advertising, digital, social, and integrated campaign services to enterprise clients on a project and retainer basis.

Distribution channels1 record

Marketing channels4 records

Core offering

TBWA\Group Singapore is a full-service creative and advertising agency that develops brand strategy, advertising campaigns, digital content, social media programs, and integrated marketing communications for enterprise clients. The agency is anchored by its proprietary Disruption® methodology and supplemented by specialized service practices in innovation (NEXT), B2B marketing, employee experience, sustainability, social, retail, production, and design, supported by the Backslash cultural intelligence unit.

Product overview

TBWA\Group Singapore is an advertising and creative agency operating as part of the global TBWA collective (11,000+ creative minds in 40+ countries). The agency offers a unified service portfolio anchored by its proprietary Disruption® methodology, complemented by specialized offerings including NEXT (global innovation practice), B2B (Plex), Employee Experience (Inside), Sustainability (Sustain), Social (Feed), Retail (Sold), Production (Make), and Design (DxD). The agency also leverages Backslash, a cultural intelligence unit, for strategic insights. Their work spans integrated campaigns, digital content, social media, and experiential marketing for clients including Singapore Airlines, IKEA, StarHub, and Mandai Wildlife Group.

Differentiator

Problem solved

Functional benefit

Brands

• NEXT: TBWA's global innovation practice designed to disrupt the future of brand experiences. Through NEXT, the agency creates conditions for innovation to thrive and imagines, prototypes, and tests new creative formats in the latest technology.
• SixToes TV
• Backslash

Products and services

• NEXT (Global Innovation Practice) TBWA's global innovation practice that maps the biggest shifts in human behavior, culture, and technology to imagine, prototype, and test new experience ideas for clients, combining design thinking and disruptive creativity through the NEXT Sprint methodology. NEXT Labs and specialized partners bring new experience ideas to life at the bleeding edge of what is possible.
• B2B (Plex) A specialized B2B marketing service offering from TBWA that unleashes the potential of business-to-brand communications across audiences, geographies, products, and price points, designed for enterprise clients needing B2B brand strategy and campaign execution.
• Inside (Employee Experience) A specialized employee experience service that transforms business by inspiring the core, creating an employee experience aligned with the external brand disruption to drive internal engagement and brand consistency.
• Sustain (Sustainability) A sustainability-focused service offering that defines a path to responsible and regenerative business growth, helping brands integrate sustainability into their brand strategy and communications.
• Feed (Social) A social media service offering that helps brands become creators and build communities by developing content that explains, engages, educates, and entertains across social platforms.
• Sold (Retail) A retail-focused service offering that drives short-term sales and long-term brand value by creating a symbiotic relationship between brand building and promotional activity.
• Make (Production) A production service offering that provides production solutions ranging from nimble to craft to scaled, tailored to individual client creative production needs. Operated through SixToes TV, TBWA\Singapore's production entity.
• DxD (Design) A brand design service offering that unlocks the brand's distinctive identity through design that marries craft with practical application across brand systems and touchpoints.
• Backslash (Cultural Intelligence Unit) A cultural intelligence service that combines strategy, data, and journalism through a network of over 300 Culture Spotters across 45 countries, identifying meaningful cultural shifts (Edges) that propel brands toward greater share of the future.

Quantifiable outcome

• TBWA named one of the World's Most Innovative Companies by Fast Company for 5 consecutive years
• +1 more outcomes

Named customers14 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature5 records

Partnerships

Four partnerships are on record, tiered minor and core.

• DesignoryminorOthersDesignory, founded in 1972, is a global marketing agency under Omnicom with expertise across digital, print and video. Part of the TBWA sibling network. Capabilities include strategic planning, website and mobile app development, and video/digital/print production. Headquartered in Long Beach, California with offices in Chicago, Hong Kong, London, Nashville, Paris and Tokyo.
• TBWA\Media Arts LabminorOthersGlobally recognized creative agency network known for iconic work with Apple. Created '1984' and 'Think Different' campaigns. Founded in 2006 as a confidential creative incubator dedicated solely to Apple. Headquartered in Los Angeles with services across 26 markets worldwide. Part of the TBWA sibling agency network.
• Culture Spotters NetworkcoreStrategic or Co-development PartnerNetwork of over 300 Culture Spotters across 45 countries powering the Backslash cultural intelligence unit. This network of local cultural observers provides real-time cultural insights that inform strategic perspectives and campaign development.
• Omnicom GroupcoreOthersTBWA is part of Omnicom Group, a global holding company providing infrastructure, resources, and strategic direction to its agency network.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Leo Burnett Singapore: Publicis Groupe creative agency headquartered in Singapore, offering brand strategy and integrated campaigns to enterprise clients. Directly comparable creative agency competing for the same Singapore enterprise AOR pitches.
• BBDO Singapore: Omnicom sibling agency within the same holding company structure as TBWA\Singapore; competes for the same regional clients but also collaborates through Omnicom's network. Closest structural peer given shared parent.
• DDB Singapore: Another Omnicom-owned creative agency in Singapore offering integrated brand campaigns and digital work. Directly comparable in scale, service mix, and client target, competing for the same enterprise brand mandates.
• McCann Worldgroup Singapore: IPG-owned global creative agency network with a Singapore office, offering brand strategy, advertising, and integrated communications. Comparable in scale, services, and enterprise client focus.
• MullenLowe Singapore: IPG-owned creative agency operating in Singapore with integrated brand and advertising offerings. Comparable in service portfolio and target enterprise client base; competes for similar AOR mandates.
• Saatchi & Saatchi Singapore: Publicis-owned creative agency with a Singapore office offering brand strategy, advertising, and digital services. Comparable in offerings and client base; competes for Singapore AOR and regional campaign work.
• Grey Group Singapore: WPP-owned creative agency in Singapore providing advertising, brand activation, and digital services to enterprise clients. Directly comparable scale and service mix; competes for the same Singapore and regional pitches.
• Ogilvy Singapore: WPP-owned full-service creative agency operating in Singapore, competing directly with TBWA\Singapore for enterprise AOR mandates across aviation, banking, and consumer clients. Closest direct peer given overlapping service portfolio and shared Singapore base.

Broad incumbents

• Dentsu Creative Singapore: Part of Dentsu Group, one of the largest Asian-headquartered advertising holding companies with creative, media, and CX capabilities in Singapore. Broader incumbent offering media and creative together versus TBWA\Singapore's creative-only focus.

Emerging players

• Hakuhodo International Singapore: Asia-based creative network (Hakuhodo) with Singapore operations targeting Japanese multinational and regional brands. Comparable in offering integrated creative and brand strategy services in the Singapore market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/tbwa-group-singapore

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 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\Group Singapore