Semester: 2013 Spring

Students: Jason Orr and Natasha Caldwell

TBWA is the seventh largest Advertising Agency Network in the world, with 260+ offices in 100 countries. In North America, their two largest advertising offices operate under the name TBWAChiat Day, and are located in NY & LA.

The changing workforce demographics for multinational companies is slowly causing increased internal conflict as communication and methods for executing work assignments, expectations, autonomy, inclusion, and multitasking are many times built on cultural biases that are changing drastically in the 21st century. Millennial (ages 18–29) and non-millennial workers tend to disagree on a range of issues and work styles every day, creating tension in the workplace.

Since companies rely on advertising agencies for the bulk of their external branding and communication, intra-agency conflict can lead to client conflict. Realizing this workforce change is part of an overall wave of change that is happening across many media, communication, and entertainment industry categories, TBWA looks to engage different generational and cultural styles to create a workplace where all can be recognized and appreciated for what they bring to the table in order to create the best possible product for its clients.

Our Work

  • Review of existing firm literature relevant to diversity issues and the management of conflict at TBWA
  • Interviews and focus groups through phone calls or Google Hangout with TBWA legal executives, select staff, young employees, interns, and other stakeholders
  • Research on best practices from other industries

Deliverables envisioned:

  • A written report that includes:
    • An assessment of the conflicts that occur surrounding generational difference between millennial and non-millennial employees
    • Recommended strategies and approaches for communicating about and resolving conflict between millennial and non-millennial employees
    • Recommended strategies and approaches for preventing conflict between millennial and non-millennial employees
  • An oral presentation delivered to key decision makers at TBWA
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