Our Point of View
While there’s much to learn from the past, we’re more interested in shaping what’s ahead. We’ve invested in unique capabilities across cultural insight, data strategy and innovation. Alongside our partnerships with best-in-class data and intelligence experts, we have all the building blocks for an unparalleled world view; making us the leaders of Now & Next.
In the fourth bite of TBWA\China’s Edges series, we explore how the resurgence of collectivism intersects with football’s mass appeal in a landmark sports year, offering brands actionable strategies to tap into this cultural wave across China.
From trend research to strategic planning, the team reveals how they translate business challenges into bold creative solutions – redefining the role of strategy in today’s fast-moving marketing landscape.
Featured in a TOPYS interview, the creative team shares how they turned tradition into art – using towels as percussion instruments and storytelling tools to revive local heritage. The campaign blends cultural insight, emotional rhythm, and bold reinterpretation, inviting a new generation to rediscover Yangzhou’s hidden gem.
As traditional notions of adulthood fade, a new mindset emerges—one that embraces play, self-expression, and emotional freedom. This Children’s Day special dives into how Gen Z and Millennials are blurring the lines between responsibility and joy, proving that growing older doesn’t mean growing dull.
The 2025 Shanghai International Automotive Exhibition, a pinnacle industry event, showcases transformative market trends and technological advancements. By aligning our efforts through this collaboration, we seek to deliver strategic foresight that shapes the future of automotive marketing.
As pet care becomes more personalized and emotionally driven, we highlight how Chinese consumers are upgrading pet lifestyles – from gourmet meals to stylish gear – treating pets not just as companions, but as cherished family members.
As AI tools like Deepseek evolve beyond functionality, they’re becoming soulful digital companions – capable of empathy, connection, and even tears. This local perspective unpacks how Chinese users are embracing AI not just as assistants, but as trusted partners in thought, creativity, and emotional support.
CES 2025 gives us a glimpse into the future of technology. NEXT, TBWA’s global innovation practice, deciphered all the signals coming out of CES. From the convergence of AI, and how AI is becoming more physical, to playful robotic and updates in XR and ambient interfaces.
MINI teams up with TBWA\BOLT Shanghai to launch a bold new campaign starring Yu Qian. The ad celebrates the playful spirit of the all-electric MINI COOPER, blending humor, cultural nuance, and brand personality. In this exclusive interview with Digitaling, our creative team shares how they turned a simple idea into a standout campaign – one that’s light, clever, and unmistakably MINI.
TBWA\Shanghai joins forces with 15 global offices to release the Future of Food report, combining deep expertise in food branding with the Disruption® methodology. The report explores emerging opportunities across sustainability, health, and innovation—offering a multi-dimensional roadmap for brands to shape a better food future.
Through 110+ brand case studies and 20 lifestyle insights, the report explores how young consumers use fashion to express identity, challenge norms, and reshape culture – offering brands a fresh lens to engage with this dynamic generation.
In this exclusive interview with Little Black Book (LBB) – a global platform celebrating the best in advertising creativity – Joanne shares her career journey, and how her cross-cultural upbringing fuels her leadership style. She further discusses the agency’s Disruption® approach, the importance of immersive brand experiences, and her passion for diversity and inclusion.
Built for China’s digital retail sector, the Report offers a data-driven framework to track how branded content performs on Douyin (China’s TikTok) – revealing its impact on marketing effectiveness and organic growth potential.
TBWA\BOLT Shanghai presents key takeaways from CES 2022. From pragmatic innovation to inclusive design and sustainability, the report highlights how brands can embrace meaningful, human-centered technologies to connect with consumers in a post-pandemic world.
TBWA\BOLT Shanghai decodes Bilibili’s Gen Z user base through three key lenses – people, language, and community – revealing both visible behaviors and hidden motivations. The report offers brands a fresh framework to move beyond standard marketing and truly “play together” with users in Bilibili.