In 2016, I helped launch TBWA’s culture news and content studio.

 

Backslash, the TBWA media brand, was created to educate the creative industry and clients with daily news content — founded on the belief that culture is the biggest opportunity and threat for businesses today. Through a dynamic hybrid of strategy, data, journalism and storytelling, Backslash rebranded the TBWA global agency, positioning them as experts of culture.

 

In my role, I built out a team of 250 reporters and content creators across the globe to identify, track and report on emerging cultural trends. I researched, wrote and produced 15 content series, daily news videos and social explainers. I oversaw the production of over 450 pieces of content, which were delivered daily across Backslash social channels, website and on a proprietary subscription-based platform.

 

Backslash is credited with helping TBWA earn FastCo 2019 & 2020 Most Innovative Agency and AdWeek 2019 and 2020 A-List. 

 

Our work was a basis for strategy and creative problem solving across clients like: Apple, Adidas, Ikea, Intel, Nissan, McDonald’s, Airbnb, TD Bank, GE, Mountain Dew, Gatorade, IMAX and many more.