Disruption meets Romania

„In a nutshell, Disruption is about brand belief, whereas Media Arts is about brand behavior“

We are at the grip of a terrible recession. People stopped taking risks, are confused, hesitant and more cautious because of their limited resources. In the advertising world the crisis has changed the way companies communicate their brands and products to the public. Better said, the crisis has awoken many actors involved in the process to reality. For us, as an agency, creativity is most important in all disciplines of communication. Creativity turned from nice to have to mandatory for our clients too.

Jean-Marie Dru, Chairman of TBWA\Worldwide, developed the concept of “Disruption“ in the mid '80. Disruption is a means of creating something dynamic to replace something that has become static and repetitive. It is a driving success for brands, by collaboratively, collectively and systematically interrogating and challenging the conventional thinking that prevent so many brands and companies from succeeding.

The era of hyper competition has taught us that the only way to succeed is to stand for something special or, better said, unique. In the last 15 years, the focus of the methodology has moved progressively from convention to vision. Adidas believes that “impossible” is not a fact, but an opinion. Nissan explains that, everything they touch, they try to “shift”. Pepsi revitalizes the Pepsi generation theme by reminding us that, every generation “refreshes the world”. What makes products and services nowadays truly special are the ideas they stand for, the core values and beliefs.

Another important fact is that we now live in a digital world. The digital revolution ended quite some time ago and it changed the media landscape dramatically. In this brave new world, we do not talk to targets or consumers but to audiences who are not captive anymore. They can zap the TV if they are not interested, write on a blog if they want to create a revolution or write comments about their dislikes on Facebook. And all this can be shared in real time.These are the new places and spaces people experience and where they live their lives. They can simply judge brands on everything they do, on all initiatives they take.This is why a brand action speaks louder than words and the way a brand acts with the audience in the new media world is essential.

„We do not attack the target anymore with messages 360°. We moved nowadays into a more peaceful world, where conversation replaced bombardment and audience replaced target groups. And, in order to feed a constant conversation with your audience, you have to do it 365 days a year. And that includes all packaging, retail presence, websites, PR campaigns and CRM initiatives.“

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