According to industry sources, the rollout will happen shortly and Tequila will be part of the network. However, there will be no change to the Tequila brand.
The network is being formed to bring in skills TBWA doesn't necessarily have in certain markets, such as in the field of social media. Under the network, TBWA's global offices will have access to capabilities housed in New York, for example.
Several other hubs around the world with enhanced capabilities and greater expertise in the field of digital will be established. It is understood that China will be one of these focus hubs.
A head for Asia-Pacific has yet to be appointed.
A Digital Arts team has recently been established in the United Arab Emirates. Headed by Preethi Mariappan, head of Digital Arts, the team acts as the agency's innovations lab and accelerator.
"We invent platforms and products for brands, create compelling content, and evolve strategies for business growth all through digital products and activations," said Mariappan in a statement.
The release by TBWA RAAD refers to support from "a development hub in Beirut and the Global Analytics Lab in India/China".
When approached, TBWA executives declined to comment.
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