TBWA - "The Brave Thing Bot"

To celebrate, TBWA will be dishing out solicited (and at times brutally honest) advice via the “The Brave Thing” bot

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 noted “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.”

In celebration of this achievement, TBWA is opening up its proprietary Collective AI tool, The Brave Thing bot, giving others the chance to see how their ideas fare against the chatbot. The Brave Thing bot offers an "intervention on advertising," evaluating concepts with brutal honesty à la Gordon Ramsay. Inspired by advertising legend Lee Clow’s manifesto, it lays out every tired convention and cliché within a category, critiques creative assets against those tropes, and offers solutions to 'do the brave thing' better next time. View a demo of the tool here.

Select submissions uploaded HERE by 9:00 AM ET, Friday, March 21 will be reviewed by a brain trust of TBWA’s top thinkers and processed through The Brave Thing bot. Its responses will be shared with willing participants via email, and beware: the truth (may) hurt.

If you’re looking to Disrupt, visit us at TBWA.com.