TBWA launches cultural editorial arm Backslash

TBWA Worldwide is introducing an editorial capability called Backslash to help weave cultural and trends insight into the lives of its employees to inform their creative output.

TBWA publishes insight and trends content on Instagram using @tbwabackslash
TBWA publishes insight and trends content on Instagram using @tbwabackslash

Backslash will be powered by 200 "culture spotters" recruited from across the global network.

As part of the new approach, all of TBWA’s employees will receive a daily two-minute video of cultural and trends insight. 

The content will span topics such as the use of virtual reality for medical –rather than entertainment – purposes and the wave of "modern nudism" currently sweeping London, from naked bike rides to restaurants serving only nude diners.

Backslash’s launch comes at a difficult time for advertisers, which are facing the unprecedented challenge created by the social media-driven "backlash culture". TBWA hopes Backslash will provide the speed and agility needed to operate in this new environment.

Richard Stainer, chief executive of TBWA\London, said: "Creating at the speed of culture requires a deep knowledge of culture, and this is what Backslash gives us. It turns TBWA into a global knowledge and creativity network."

TBWA already publishes insight and trends content on Instagram using the account @tbwabackslash. The feed will continue to give non-TBWA employees a glimpse of Backslash content.

Sarah Rabia, planning director at TBWA\Chiat\Day in Los Angeles, will lead Backslash.

A former journalist at The Face and ex-forecaster at The Future Laboratory, Rabia said the initiative has "given us our own creative output beyond what we make for our clients".

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More