Whybin\TBWA unfies digital brands as TBWA\Digital Arts Network – Shift to build global UX Lab and become DAN\Auckland

Following the worldwide unification of TBWAʼs digital operations into the Digital Arts Network (DAN), Whybin\TBWA announced today that the agency is set to unify its TEQUILA and Shift digital consultancies into DAN\Auckland. In a coup for the local agency, Auckland was chosen to build DANʼs user experience lab – the networkʼs global centre of excellence for digital user experience design.

Digital Arts Network is the unification of TBWAʼs proven digital talent, encompassing over 700 digital specialists within the network and initially rolling out in 18 markets, a global network footprint to rival any pure-play digital shop. The formation of DAN creates a formal global structure for how TBWA approaches digital and integration, rooted in TBWAʼs Media Arts philosophy that everything between a brand and an audience is media and that, increasingly, those touch points are digital.

Digital Arts Network is the unification of TBWAʼs proven digital talent, encompassing over 700 digital specialists within the network and initially rolling out in 18 markets, a global network footprint to rival any pure-play digital shop. The formation of DAN creates a formal global structure for how TBWA approaches digital and integration, rooted in TBWAʼs Media Arts philosophy that everything between a brand and an audience is media and that, increasingly, those touch points are digital.

Digital Arts Network will provide TBWA extensive competencies from creative technology and UX through social media and mobile to content, IP, search and analytics. DAN also includes specialist labs that will serve as centers of excellence in each area of expertise. Clients will get access to the best of local and global talent, best-of-breed specialists, resources and IP through one local entry point.

Says David Walden, CEO of Whybin\TBWA Group New Zealand: “In many ways this is the culmination of Shiftʼs acquisition by Whybin\TBWA back in 2007. Shiftʼs deep heritage in digital platforms, combined with TEQUILAʼs award winning campaign capability will give DAN the best, broadest digital competency in the New Zealand market.”

Shiftʼs managing director, Che Tamahori (above, left), will lead the new team.

Says Tamahori: “Weʼll be further increasing our already strong levels of integration into Whybin\TBWA, whilst continuing to offer core digital strategy services directly to Shiftʼs existing clients through DAN.

“Our role as the developers of DANʼs UX Lab is testament to the networkʼs faith in the quality of our team. And of course we now have the ability to tap into other DAN Labs for specialist talent, competencies and IP across multiple markets, for the benefit of existing and potential clients alike.”

Globally, DAN will be led by president Charles Clapshaw, and worldwide executive creative director David Lee, reporting to Tom Carroll president and CEO of TBWA Worldwide. TBWAʼs chief operating officer, Emmanuel Andre, is a key architect behind DAN and will be heavily involved in the networkʼs set up and marketing to clients.

Global DAN operations are headquartered in New York. Network-wide, DAN will initially roll out in markets that include Australia, Belgium, Canada, Denmark, Finland, France, Germany, greater China, Japan, Mexico, New Zealand, Singapore, South Africa, UAE, the U.K. and the U.S.A.

Follow DAN on Twitter at @TBWADAN.