TBWA New Zealand launches TBWA\i to empower AI-driven brands

TBWA New Zealand has introduced a new practice, TBWA\i, to facilitate deeper AI integration for businesses across New Zealand.

TBWA\i is structured to support brands in moving beyond basic automation, focusing on collaborative processes where both people and AI are central to strategic, creative, and operational transformation. The practice combines creative strategy, bespoke AI tools, and process redesign, to deliver scalable and differentiating solutions for businesses navigating a rapidly evolving digital landscape.

The new initiative recognises that while many organisations emphasise AI's potential to drive efficiency, the current wave of automated content has become largely undifferentiated. TBWA\i is positioned to counter that trend by helping clients reimagine what is possible in marketing and brand experience.

Approach to AI strategy

TBWA\i draws on a multidisciplinary approach, combining service design, strategic consultancy, AI product development, and creative idea generation. By integrating these elements, the practice aims to help organisations overcome current limitations and discover new products and customer experiences.

"There is no shortage of AI tools, but the real opportunity lies in how we apply them," says Catherine Harris, CEO of TBWA\NZ. "TBWA\i drives growth for businesses by enabling entirely new kinds of work that are ownable and unique for each brand - not just optimising what we already do. In a world of efficiency, this is about people and AI product coming together to create advantages for brands over their competitors."

In response to the challenge of quickly adopting evolving AI platforms, TBWA\i has been designed to map practical and secure routes to integration, especially for marketing functions. The practice is designed to combine people and technology through user-friendly processes, yielding meaningful outcomes.

Five pillars of service

TBWA\i comprises five service areas: consultancy to map out AI's role, the development of bespoke AI tools, AI-driven research and discovery, new creative and production solutions, and process optimisation for internal and external teamwork.

David Parkinson, Managing Director of Digital Arts Network and TBWA\i, said, "More than just tools, TBWA\i is a practice designed to extend what our client teams can deliver – helping them move from AI exploration to meaningful execution. We will supercharge what people can imagine and create with AI products. By combining TBWA's strategic, creative, and production firepower with DAN's technical depth and service design expertise, we're able to help clients integrate AI into their systems and workflows in a way that is scalable, smart, and effective."

Team structure

The senior team behind TBWA\i includes Trudi Greig as Head of Innovation and AI Delivery, David Parkinson as Head of AI Adoption and Service Design, Billy Weir as Lead Innovation Developer, Blair Walker as Head of Innovation and Creative Delivery, and Shane Bradnick as Chief Creative Officer. Each member brings expertise from their respective roles within TBWA and the Digital Arts Network, and the practice is additionally supported by TBWA's Strategy and Data team.

According to Shane Bradnick, Chief Creative Officer, TBWA\i is designed as an integrated initiative. "Every department in our agency feeds into TBWA\i, and TBWA\i feeds back into the team," Bradnick stated. "It's not an isolated lab – it's a living, working model where creatives, strategists, technologists, and producers collaborate to make things better, smarter, and more powerful. This is completely reshaping how we'll work in the coming year – and we're evolving at pace alongside our clients."

TBWA\i leverages existing expertise and is underpinned by Omnicom's global AI and data ecosystem. The practice is also committed to the ethical use of AI and maintaining data security in all engagements.

The TBWA\i practice is now operational and is positioned to assist businesses in New Zealand seeking to expand the strategic role of AI within their organisations.