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

249 Pages·2007·0.63 MB·English

by  Jean-Marie Dru

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How Disruption
Brought Order
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How Disruption
Brought Order
The Story of a Winning Strategy in the
World of Advertising
Jean-Marie Dru
CEO,TBWA Worldwide
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HOWDISRUPTIONBROUGHTORDER
Copyright © Jean-Marie Dru,2007.
All rights reserved.No part of this book may be used or reproduced in any
manner whatsoever without written permission except in the case of brief
quotations embodied in critical articles or reviews.
First published in 2007 by
PALGRAVE MACMILLAN™
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Houndmills,Basingstoke,Hampshire,England RG21 6XS
Companies and representatives throughout the world.
PALGRAVE MACMILLAN is the global academic imprint of the Palgrave
Macmillan division of St.Martin’s Press,LLC and of Palgrave Macmillan Ltd.
Macmillan® is a registered trademark in the United States,United Kingdom
and other countries.Palgrave is a registered trademark in the European
Union and other countries.
ISBN-13:978–0–230–60069–0
ISBN-10:0–230–60069–7
Library of Congress Cataloging-in-Publication Data
Dru,Jean-Marie.
How disruption brought order :the story of a winning strategy in the
world of advertising / Jean-Marie Dru.
p.cm.
Includes bibliographical references and index.
ISBN 0–230–60069–7
1.Advertising agencies.2.Advertising—Cross-cultural studies.
3.TWBA (Firm).I.Title.
HG6178.D782 2007
659.1(cid:2)11—dc22 2007016216
A catalogue record for this book is available from the British Library.
Design by Newgen Imaging Systems (P) Ltd.,Chennai,India.
First edition:September 2007
10 9 8 7 6 5 4 3 2 1
Printed in the United States of America.
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To René
To Marie-Virginie
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Blessed.
I do not think that I could find a better word to describe how
Ihave felt over the past seven years as a result of having the good for-
tune to know and work with Lee Clow.We share the same passions,
the same respect for the business we are in, and the same desire to
change things.
To near the end of my career in partnership with him,one of the
most inspired advertising men in this industry,makes me truly grateful.
Lee adopted Disruption from the first day, and every day I am
overwhelmed by his creative talent. His presence is felt every living
second,in every corner of our company.He gives us all the energy to
constantly aim for the high ground.
He is a legend.
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Contents
I N T R O D U C T I O N . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
THINKING DIFFERENTLY
P A R T I
1
The Method
(Or Why Our Way of Working Makes Our Agency a
Different Kind of Company) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
2
The Product
(Or Why Advertising Has to Change
in a World of Interactive Dominance) . . . . . . . . . . . . . . . . . . . . . . . . . . . 41
3
The Media
(Or Why Advertising Is Entering an Era
without Barriers) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65
4
The Agency
(Or Why the Agency of the Future Will Be
a Place of Cultural Blending) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 93
ACTING DIFFERENTLY
P A R T I I
5
Culture
(Or How a Company Culture Can Become
Its Key Competitive Asset) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 111