It was rough waking up early for the agency visits this morning (Noelle and I nearly missed the group ride over there!) I’m so glad we got our asses up though, because today was such an informative and insightful day.
You can see me in the corner, ears WIDE OPEN.
Meeting TBWA’s President of Global Clients, Jean-Marie Prenaud was unimaginable. Aside from the delight (complete misfortune considering how tired I was) of sitting across from him at the conference table and feeling totally intimidated the entire time, I reveled in his presence and tried my hand at absorbing as much as I could.
He talked on the company’s rebranding into the Disruption Company. As their backslash symbol (\) suggests, they use their clients’ position in its market to cause disruption in an overwhelming realm of media and content. By involving a brand in modern culture, more of a chasm is felt in the world of content. The certain formula of building more meaningful interactions of a brand in this manner is what’s made TBWA so successful. Of course, each brand they work with requires a certain “roadmap” for a culturally intrusive move.
First, they look at the Convention, or status quo the brand emulates. Then they locate how they can be a Disruption, which essentially involves the brand in the convention. Finally, they create a Vision that positions the brand accurately for a more profitable future.
An example Prenaud gave was with Apple.
Convention: machines for business. Disruption: Think Different. Vision: Tools for the creative mind.
Prenaud left us with sound and concise advice—Be as curious as possible.
- A.J. :~)