TBWA\SMP

Philippines

TBWA\SMP embraced the rise of Gen Z in the workforce by embracing its internal culture of a Radically Open Creative Collective, a space driven by collaboration, inclusivity, and constant evolution. Understanding that advertising must stay relevant to this digitally native, purpose-driven generation, the agency reimagined its approach to talent and creativity.

Radically Open Creative Collective ● Radically Open: Embracing change, questioning norms, and fostering diverse perspectives. ● Creative: Recognizing creativity as currency, telling impactful stories, and harnessing technology. ● Collective: Encouraging collaboration, shared purpose, and a united spirit. This shift led to real results: 80% Gen Z retention rate (vs. 40% industry benchmark) through strong culture-building. Industry-wide influence, inspiring agencies to rethink their workplace cultures. Based on the agency’s most recent Happy Survey, TBWA\SMP’s happiness index recorded the highest level in 2024, increasing 10% from 2024. By empowering Gen Z to lead with fresh perspectives while staying true to TBWA\SMP’s Disruption philosophy, the agency future-proofed itself as a creative powerhouse.