How Disruption Brought Order: The Story of a Winning Strategy in the World of Advertising

"Disrupt or be disrupted. Disrupt or Die. This is the captivating story of

implementing the most powerful idea in business today." - Tom Peters

"In our agency, we define Disruption as breaking with the status quo,

refusing given wisdom, and finding unexpected solutions. We are not talking

about gradual change or marginal evolution. We believe that the best way to

help our clients grow their business is most often through strategies that

involve a rupture." - Jean-Marie Dru on Disruption

Sep 27, 2007, 01:00 ET from TBWA Worldwide

    NEW YORK, Sept. 27 /PRNewswire/ -- Disruption is both a mind-set and a
 methodology that TBWA uses every day to develop powerful ideas that help
 its clients connect their brands to audiences in new and inspiring ways.
 The underlying goal is not to create a "good ad" but a "big idea" - one
 that is far-reaching, profound and true to the soul of the brand.
     Jean-Marie Dru introduced the concept of Disruption to the world in
 1996, with his best-selling business book, Disruption: Overturning
 Conventions and Shaking Up the Marketplace - reframing what was then a
 negative word, into a positive movement for marketing and communication.
 The book demonstrated the value of challenging the status quo when
 differentiating brands and their marketing and communications and helped
 the world understand the importance of uncovering culturally embedded
 biases and conventions that shape existing and accepted business
     In 2002, Jean-Marie's second book, Beyond Disruption: Changing the
 Rules in the Marketplace demonstrated how these same principles and
 methodology could be applied to bigger business challenges, well outside
 the boundaries of marketing and communication.
     HOW DISRUPTION BROUGHT ORDER: The Story of a Winning Strategy in the
 World of Advertising is a firsthand account of how Disruption became the
 "operating system" for TBWA. Filled with real-world examples, the book
 recounts how Disruption influenced the values and culture of TBWA and
 influenced the work it did for clients. It brings full circle the
 principles and the methodology Disruption explained in the first book, and
 showcased at work and in action in the second book. Part memoir, part play
 book, this is the story of the role Disruption played in building one of
 the world's most creative and successful marketing and communications
 networks and its impact on some of the world's most recognized brands
 including Absolut, adidas, Apple, Mars, McDonald's, Nissan, Nivea and Sony
     About the Author:
     A graduate of HEC business school, Jean-Marie Dru began his career with
 Dupuy Compton (now Saatchi & Saatchi) as an account executive on Procter &
 Gamble, and eventually rose to the position of Executive Creative Director.
 In 1977, he joined Young & Rubicam in Paris as Managing Director, becoming
 CEO in 1979. In 1984, he co-founded BDDP, which merged in 1998 with TBWA
 Worldwide. Jean-Marie is currently the CEO of TBWA Worldwide.
     About TBWA
     TBWA Worldwide ( creates Disruptive ideas for global
 clients, including Absolut, adidas, Apple, Beiersdorf, Henkel, Infiniti,
 Mars, McDonald's, Michelin, Nissan, Pernod Ricard, Pioneer, Samsonite,
 Standard Chartered Bank, Singapore Airlines and Sony PlayStation. TBWA is
 one of the fastest-growing networks in the Top-Ten, and was named by ADWEEK
 as Global Agency Network of the Year and the most-awarded Agency Network by
 Creativity magazine in 2007. TBWA has 258 offices in 75 countries, and
 approximately 10,000 employees worldwide.
     Omnicom Group Inc. (NYSE:   OMC) ( is a leading
 global marketing and corporate communications company. Omnicom's branded
 networks and numerous specialty firms provide advertising, strategic media
 planning and buying, direct and promotional marketing, public relations and
 other specialty communications services to over 5,000 clients in more than
 100 countries.
     Jeremy Miller
     Barbara Monteiro
     Monteiro and Company, Inc.