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.
TBWA Worldwide (www.tbwa.com) 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) (www.omnicomgroup.com) 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
Monteiro and Company, Inc.
SOURCE TBWA Worldwide