The opportunity  

TBWA prides itself on inserting brands into modern culture. To keep up with modern culture, in 2016 a small team in TBWA’s LA office started up Backslash – today, the Backslash ‘experiment’ has rapidly evolved into a stand alone cultural insights studio within the TBWA global network. 

The inner workings

To begin, we built an “edges index” of cultural trends; then deployed a team of global “spotters” to help us report on stories from around the world that reflected the “edges” we had defined in our cultural trends index.

The benefit  

Backlash stands out for providing its audience with provocative cultural insights that point to consumer and commercial opportunities. 


At the time of launch, Backlash published the following to a global network of 10K+ employees: 

  • Three daily Instagram stories
  • Two weekly videos
  • An annual edges index 
  • Custom investigations for new business pitches 


  • Industry Editor — Led communication across the “spotter network.” Decided on story selections, edited and supported production of weekly Industry videos
  • Spotter – Trends writer across all Backslash editorial verticals 

Experience more here 




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