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WHAT IS DISRUPTION ?
To interrupt or impede the progress, movement, or procedure of.
That's how the dictionary defines disruption. At TBWA\, it is both a philosophy and a methodology. We believe in the simple reality that success cannot be achieved by emulating the others. Doing the same thing over and over again and expecting different results each time is the very definition of insanity. In order to be heard - you must stand out, you must disrupt. That is our tool for change. That is DISRUPTION\.
The Disruption process begins by revealing the 'conventions' of your business, the accepted ways of doing things. We then challenge these very conventions by creating bold visions and strategies that 'disrupt' the market conventions.
The best part is, we do this together - and we have fun doing it.
The disruption process is relatively simple. It triggers off by identifying a link amongst a set of three.
The Convention - The Disruptive Idea - The Vision.
From the business model to products and services to the marketing and finally communications, disruption can occur at various levels. DISRUPTION\ is a collaborative process that is the driving force of TBWA\'s strategic and creative approach.
It is a process of engagement with you to deliver ideas that stand out and a new vision for brands to own and live by. We use high-impact workshops known as Disruption Days and a number of specialized toolsets to deliver applied creativity in everything we do.
A flexible and effective framework, DISRUPTION\ is a system for people who hate systems. It has been applied more than 500 times around the world with remarkable results. In India, we have conducted Disruption Days with clients as varied as Standard Chartered Bank, Nutrine, Malayala Manorama, Moser Baer, Twinings and Pedigree.
DISRUPTION\ is a state of mind. It is a way to respond to the challenges of a rapidly changing world. As a process, DISRUPTION\ offers a clear, rigorous and effective set of tools to manage change and ensures that we keep asking the right questions and getting the best answers. The answers that will give your brand a larger share of the future.
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