Boston University Agency Branding at TBWA Paper

Select one of the following agencies to serve as your focus for this assignment:

• Small Army, Boston, MA
• TBWA (Global – See tbwa.com)

Visit their websites, review their profile on the 4A’s agency locator (if they are a 4A’s member), and check out their social media presence to understand their strategic approach to problem solving (the root of which starts with account planning).

• Specify the name of the department that is responsible for mining consumer insights
• Summarize their approach to branding and/or account planning. Reference any special processes
• Offer your POV
• Cite your sources

Be as resourceful as necessary when digging for your information (after all, that’s what account planners do). Agency websites will be helpful but push beyond them if you feel like you need too.

Formatting

• Two pages in total
• Graphic elements are above and beyond the two pages
• Bullet point format with double spaces between bullets
• Please use a simple, easy to read font like Arial or Calibri, 12 pt. type.
• Use bold paragraph headings whenever possible to introduce the subject matter and help you to organize your submission.