The heart of everything we do
Most people are familiar with the term Disruption®. But contrary to what many may think, Disruption® is not about turning everything upside down to see what falls out or about doing everything differently just for the sake of doing it differently.
Disruption® is about getting ahead – and not just a little ahead.
Disruption® is both our philosophy, but also a set of concrete strategic and creative methodologies that, since 1992, have helped TBWA's clients to win a larger part of the future by creating growth, awareness, innovation and business results.
As a strategic tool, Disruption® is about identifying the Conventions – i.e. the status quo that all your competitors in your category already adhere to and where progress can only be made in small, incremental steps at a time. Next, we identify the Vision – the place and reality where your brand really stands out, by challenging the convention and category norms.
And finally, Disruption® bridges the gap between the Conventions and the Vision, which takes the brand a long step ahead of the competition.
You can see a more detailed explanation in this short film:
It would be a bit disingenuous to preach change and Disruption® without taking your own medicine first. As mentioned, we live and breathe Disruption® every day. This little film is about how we gather knowledge about trends, data, new technologies, cultural insights and everything else from around the world and identify what can create growth opportunities and value for our customers.
Creativity and Disruption® do not have to be limited to communication, but are also a fantastic methodology for facilitating innovation in product development, new services, new categories or completely new ways of being present in the market. We call that Disruption® Innovation and that's what this little film is about:
Don’t do the right thing. Do the brave thing.
All change requires courage. But you never get ahead if you just do the right thing, the expected thing, the thing that the others are also doing. Neither as a person nor as a brand. Because it is the brave, different and meaningful choices that really move something, create growth, value and anchor brands in consumer culture. Even if they give you butterflies in stomach. That's what this movie is about.
PS: And if you've been wondering why we always write ® after the term, it's simply because TBWA invented is as a marketing strategy methodology way back in 1992 …