How Disruption Brought Order: The Story of a Winning Strategy in the World of Advertising PDF
Preview How Disruption Brought Order: The Story of a Winning Strategy in the World of Advertising
9780230600690ts01.qxd 14-7-07 12:56 PM Page i How Disruption Brought Order This page intentionally left blank 9780230600690ts01.qxd 14-7-07 12:56 PM Page iii How Disruption Brought Order The Story of a Winning Strategy in the World of Advertising Jean-Marie Dru CEO,TBWA Worldwide 9780230600690ts01.qxd 14-7-07 12:56 PM Page iv 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™ 175 Fifth Avenue,New York,N.Y.10010 and 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. 9780230600690ts01.qxd 14-7-07 12:56 PM Page v To René To Marie-Virginie This page intentionally left blank 9780230600690ts01.qxd 14-7-07 12:56 PM Page vii 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. This page intentionally left blank 9780230600690ts01.qxd 14-7-07 12:56 PM Page ix 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
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