TBWA named on Fast Company’s Most Innovative Companies list for the sixth time
TBWA\Worldwide has been recognized in Fast Company’s 2025 Most Innovative Companies list for the 6th time since 2018, proving Disruption® continues to be really good for business.
Published annually, Fast Company’s Most Innovative Companies list honors businesses that have demonstrated their impact and commitment to not only embracing innovation, but fueling it.
A key factor in TBWA’s success is its AI platform, Collective AI. Built on Omnicom’s end-to-end Gen AI suite of services and fed on a one-of-a-kind diet of Disruption®, Collective AI is designed to drive the industry towards more impactful creativity and scalability. Leveraging over 50 years of disruptive ideas and insights from more than 11,000+ creative minds in over 40 countries, Collective AI has a treasure trove of TBWA-built experiences fueling its output.
Erin Riley, Global CEO of TBWA\Worldwide, said: “Disruption and innovation are complementary—you can’t have one without the other. That’s why being recognized so consistently for our commitment to innovation is particularly gratifying for us. As we observe the flattening of culture and the lack of distinction among brands, we believe disruptive and innovative cultures and work are more necessary than ever. Our collective of 11,000 creative souls are on a mission to kill boring, to kill sameness, and to harness the power of rigor-backed disruption to drive commercial value with our brand partners. It will be that effort that will hopefully have us on this list for the seventh time next year.”
Kyoko Yonezawa, Head of Innovation at TBWA\HAKUHODO, said: “Innovation is at the core of everything we do at TBWA\HAKUHODO. With the strength of our global network, we are driving meaningful change in Japan, working alongside our partners to shape the future of industries. Recognizing the increasing demand for innovation, we established the Innovation Hub in 2024 to co-create groundbreaking businesses and experiences with clients. Guided by the Disruption® method and NEXT, the Innovation Hub seamlessly integrates the entire innovation process, from vision and concept development to prototyping, proof of concept (PoC), and product and service development that elevates the total brand experience.
One example of this is our collaboration with Nissan on Iruyo, a groundbreaking robotic companion designed to monitor and comfort infants in cars. By leveraging behavioral research and AI, Iruyo responds to a baby’s cries, aiming to reduce stress for both parents and children while driving. This initiative is a testament to how we merge creativity, data, and technology to enhance real-life experiences.
Furthermore, we helped Nissan redefine how the next generation interacts with cars through “The Unreal Car Drop” at the Japan Mobility Show. Understanding that Gen Z has a different relationship with car ownership, we created a dedicated virtual world in Fortnite, where Nissan’s concept cars were brought to life. Within this world, we also developed an interactive game called “Electrify the World”, allowing players to experience and engage with Nissan’s vision of the future. The campaign resulted in over 120,000 hours of interaction and drew an entirely new audience to the Mobility Show, people who had never previously engaged with the brand.
Through projects like these, we remain committed to our mission of creating innovations that stand the test of time, continuing to push boundaries and drive meaningful impact from Japan to the world.”