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Jean-Marie Dru, CEO of ad giant TBWA, became well-known a decade ago for his “Disruption Days.” These are brainstorming sessions with clients and the folks in his agency to overturn convention through various exercises.
It starts with an analysis of the current conventions—the assumptions that people have about a market or brand. Then they look for a vision or new way to imagine the future. Disruption is the third part. It’s the idea; the catalyst in the journey from where they are to where they want to be. Everyone voices their opinion, and everything is up for grabs.
Now Dru has a new book out on the concept—How Disruption Brought Order. This time, he takes readers inside his own company, to talk about how he applied the strategies as a CEO. But the book also gives some insight into how Dru views the future of the industry. He’s convinced, for example, that those predicting the death of the 30-second TV spot are misguided. To him, “advertising films will always be the best vehicles of emotion, as they combine image, sound and movement.” The Internet merely allows advertisers to experiment more, while spending less money.
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