NEXT is our global innovation practice designed to disrupt the future of brand experiences. Through NEXT we create the conditions for innovation to thrive so that we can imagine better experiences for customers that delivers impact for brands.

We don’t believe in aimlessly launching into the future. We use Disruption to first define a brand vision and roadmap that can be our compass for navigating brands into new spaces.

Mapping the future

We map the biggest shifts in human behavior, culture and technology that will impact the future of how brands and consumers engage. Shifts are used as catalysts for new experience ideas that will unlock growth.

Disrupting the experience

Once we’ve mapped the spaces into which we want to move the brand, we assemble a highly specialized group from across the TBWA collective and apply our NEXT Sprint methodology.

Our Sprint methodology combines the best of design thinking and disruptive creativity to imagine, prototype, and test new experience ideas.

A globe shows flight lines connected all of the locations in the TBWA collective

Making Magic

Then, we tap into our NEXT Labs and specialized partners to bring new experience ideas to life. Their specialized capabilities are aligned to our Shifts and Future Map. So each experience is crafted at the bleeding edge of what’s possible.

Shaping the future of brand experience with our clients

Hilton

‘To New Memories’

‘To New Memories’ is a heartfelt story about the connection between family, loved ones, and the ever-caring Hilton staff.

Facebook MENA

#LoveLocal

Facebook has launched #LoveLocal, an initiative to support local small and medium businesses (SMBs) in the Middle East and North Africa (MENA) region, which have been among the hardest hit during the COVID-19 pandemic.

Nissan Saudi Arabia

#SheDrives

There is only one country in the world where women are still prohibited from driving: Saudi Arabia. This changed in late September when King Salman’s historic royal decree granted women the right to drive.

Future thoughts and news

November 28, 2023

Nissan: ‘Keep asking why’

Nissan’s regional Intellectual Property Rights (IPR) campaign, “Keep Asking Why,” redefines the narrative surrounding counterfeit parts awareness through a delightful blend of humor and innovation.

July 27, 2023

Creativity in the era of Generative AI

Generative AI is reshaping the way we work and think in the creative industry. Executive Digital Director Rony Skaf shares insights on how businesses and agencies are preparing for this exciting new era.

October 19, 2023

TBWA\RAAD and Core42 join forces to enhance creative expression in the Arab world through AI innovation

TBWA\RAAD partners with Core42 to push the limits of creativity and drive innovation in the Middle East. This collaboration will help brands explore the creative potential of Jais, the world’s leading Arabic Large Language AI Model.

Ready to disrupt?

Drop us a note.

New Business Inquiries

Muriel Lechaczynski
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PR/Corporate Communications Inquiries

Romy Abdelnour
[email protected]

Career Inquiries