TBWA regroups after folding digital "superstar" unit

05/10/2010 | Adweek

TBWA Worldwide's much ballyhooed experiment to create a team of 10 digital specialists who would lend their expertise to the shops in its network has ended after just over year. The remaining TBWA/Digital Arts participants will work in TBWA/Chiat/Day, New York. Sources said the unit fell victim to issues over its cost and the challenges of trying to integrate its members into TBWA's local agencies, with the network concluding a separate digital "silo" may not be the best approach.

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