TBWA\Entelia, a member of the TBWA network, completes 30 years of creativity and subversive ideas this year. With the power of Disruption®, it redefines communication and gives brands a dynamic edge, giving them a bigger share of the future.

Jean-Marie Dru, president of TBWA Worldwide, first spoke in 1992 about the possibility of creative disruption in marketing. He referred to a radical change in the marketing sector and introduced the concept of Disruption® as a marketing tool. He also published a full-page advertisement entitled ‘Disruption’ in the Wall Street Journal, Frankfurter Allgemeine and Le Figaro.

He was the first to use this word in the business world and registered it as a trademark. And as soon as Disruption® gained a positive connotation, it started to become known and made its appearance in countless articles and publications (such as Forbes, Fast Company and AdAge).

Unconventional thinking holds many opportunities

To the question “how do we perceive Disruption®?”, the answer was given through various innovations that changed our world, such as the introduction of a mobile phone device (1973) by Motorola engineer Martin Cooper and the first iPhone (2007) by Steve Jobs. Since then, technical achievements have continued to overturn norms, creating new markets.

This change, often referred to as Disruption®, is usually described as the process in which business models, products or services are radically changed or moved away from innovative technologies, approaches or ideas. The result? Companies and markets being challenged, which can cause major changes to the economy and society.

Disruption® creates space for something new

The term ‘Disruption’ comes from the English word ‘disrupt’ (‘destroy’ / ‘interrupt’) and has its roots in the Latin word ‘disruptio’. It means ‘interruption’ to the point of crash or destruction.

At TBWA we define Disruption® as breaking with the status quo, combined with the search for unexpected solutions. And the best way to help brands grow is usually through strategies that require Disruption®.

Unconventional thinking as an opportunity

Disruption® is an opportunity for survival and further development. Progress is only possible through constant refinement or seeking to break with convention. Therefore, it is not only a matter of survival to follow the pattern of breaking with convention, but also to make use of the possibilities to be discovered. 

Corporate leaders, such as Steve Jobs, Jeff Bezos, Herb Kelleher, Bernard Arnault, Elon Musk and Jack Ma, have shown that unconventional thinking not only harbours risks, but also many opportunities.

Each refused to conform to rigid ways of thinking and acting, proving they are free spirits who do not allow themselves to be constrained by conventions and norms. They also possessed key qualities of great leaders: clear vision, technical expertise, the ability to make quick decisions and a propensity for success.

“The force that brings change is constantly following us.

Let us manage it ourselves!”

Disrupt or Die?