TBWA\BACKSLASH
After my short stint as an Account Coordinator at David & Goliath, an amazing opportunity arose: cultural strategy with TBWA.
Backslash is the cultural intelligence unit of TBWA\Worldwide. Our work is a hybrid of data, strategy and journalism — allowing us to identify global cultural shifts (Edges) that would propel brands toward a greater share of the future.
In essence, we turn today’s stories into tomorrow’s opportunities.
What that entails:
Cultural consultation — I work as the liason between Backslash & TBWA clients. When a cultural ask / problem arises, our job is to identify relevant cultural areas for the brands to participate in. Brands include McDonald’s, Adidas, Starbucks, Nissan, Apple, Levi’s Jack in the Box, and many, many more.
Hosting weekly cultural news series — Every week, we select five cultural stories we loved. Then, I research, write and present the stories internally to global TBWA employees. Doing so allows for strategists, new business professionals, account managers and more to gain a better understanding of culture with real business implications and provocative thinking.
Research, outline and write for industry reports. Together, we’ve launched Future of Sport, Future of Employee Experience, Future of Food, and more. That’s on top of our yearly Edges 2023, Edges 2024 and Edges 2025 (WIP).
Research, pitch and write production briefs for Life on the Edge, a mini-documentary series that deep-dives into subcultures around the world.
Collaborate with Solutions team to develop and test GPT-powered chatbots trained on proprietary TBWA data to support global new business, strategy, and creative.
Check out the Backslash website here.
Scroll down to view sample reports.
