DISRUPTION
Or how doing things differently benefit the brand,
the marketer and the consumer.
Vietnam Marketing Conference
18 February 2009

BIRGER
How we come up with award-winning id
Executive Creative Director
TBWAVietnam
LINKE
Vietnam Marcom
10 June 2008

TBWA
VIETNAM

TBWA 5th largest agency group in the world,
and the fastest growing
1 Dentsu $ 2,171 -0.6%
2 BBDO $ 1,742 +13.2%
3 McCann Erickson Worldwide $ 1,619 +9.5%
4 DDB $ 1,432 +13.3%
5 $ 1,292 +13.8%
6 JWT $ 1,237 +8.5%

TBWA 5th largest agency group in the world,
and the fastest growing
$12,694
$11,377
$10,820
$12,383
Part of the Omnicom Group, $10,000
the world largest Communications
Group
$6,554
$6,191
$5,872 $6,384
$2,951 $6,932
$1,841 $2,094

TBWA
5th largest agency group in the world,
and the fastest growing
Part of the Omnicom Group,
the world’s largest Communications
Group
24th most creative company
in the world

TBWA
5th largest agency group in the world,
and the fastest growing
Part of the Omnicom Group,
the world’s largest Communications
Group
24th most creative company
in the world
9,700 people in 75 countries
in 258 offices

OUR GLOBAL
CLIENTS:

AND OUR
LOCAL ONES:

WHY DO WE
WORK FOR
THEM THE
WAY WE
WORK?

BRANDS
HAVE RUN
OUT OF
JUICE

More and more people in the world
have grown to expect great performance
from products, services and experiences.
AND
MOST OFTEN,
WE GET IT.

TAKE YOUR
BIKE
FOR EXAMPLE

YOUR
CUP OF
COFFEE

OR YOUR
FRENCH
FRIES

SO WHAT
MAKES SOME
BRANDS
INSPIRING
while others suffer?

THE
ANSWER:
Disruption

BENJAMIN
FRANKLIN
SAID:
“Insanity is doing the
same thing over and
over again, expecting
different results.”

DISRUPTION
DOES THE
OPPOSITE

Vision:
A projection
of the
company into
the future, a
big idea to
aspire to.
Convention:
A widely Disruption:
accepted belief. A radical new idea
to help reach the
vision faster.

AN EXAMPLE:
QuickTime™ and a
YUV420 codec decompressor
are needed to see this picture.

AN
EXAMPLE:
Convention till 1968 Disruption

AND WHAT
WORKS IN
SPORTS,
WORKS FOR
BRANDS,TOO.

HOW ABOUT
COMPUTERS?
Apple Computers

Vision:
Apple is
the tool for
creative
minds
Convention: In high
technology
products, Disruption:
communication “Apple is not
must revolve about bits and
around product boxes, it’s about
features values.”
Steve Jobs

AND HERE’S
THE
RESULT:

QuickTime™ and a
YUV420 codec decompressor
are needed to see this picture.

QuickTime™ and a
YUV420 codec decompressor
are needed to see this picture.

QuickTime™ and a
YUV420 codec decompressor
are needed to see this picture.

TODAY, THE
ONCE BIG
COMPETITION
IS JUST NO
MATCH.

QuickTime™ and a
YUV420 codec decompressor
are needed to see this picture.

QuickTime™ and a
decompressor
are needed to see this picture.

AND HERE’S
ANOTHER
EXAMPLE:adidas

LET’S HAVE A
BILLBOARD
FEATURING
SOCCER GEAR.

But does it have to be
a bigger version of the poster?
QuickTime™ and a
decompressor
are needed to see this picture.

LET’S HAVE A
POSTER
FEATURING
THE
ALL BLACKS

But does it have to be
printed with color?
QuickTime™ and a
Sorenson Video 3 decompressor
are needed to see this picture.

AND HOW
ABOUT
LAUNCHING
A SOCCCER
BALL?

Why not let the customer experience
beeing the ball?

BUT WE’RE IN
VIET NAM!
Our customers are simple people.
We’re a mass market brand.
They don’t understand.

Disruption doesn’t mean doing crazy
things, because they’re crazy.
Disruption means doing what is right
for the brand.

Communicating a simple message
relevant to the target audience.

BUT different from what everybody
else is doing.

A LOCAL
EXAMPLE:
Vinamilk’s Dielac

Vision:
Vinamilk
understands
the
Vietnamese
mom
Convention:
Communicating
benefits and Disruption:
ingredients gives Establish an
the brand emotional
credibility connection

AND HERE’S
THE
RESULT:

QuickTime™ and a
decompressor
are needed to see this picture.

AND
THROUGH
THE LINE:

THE RESULT IN FIGURES:
+12%
IN VOLUME

A 2ND
EXAMPLE:
Best Carings

YES,
DISRUPTION
EVEN
WORKS FOR

Vision:
Best service
and best care
Convention:
Promotions drive Disruption:
purchase Communicate
Japanese values

THE RESULT IN FIGURES:
+40%
IN SALES
VOLUME

TO FINISH:
These examples show,
how you can transform your
brand into an inspirational brand.

And at the same time make your brand more successful,
give to the consumer something he can enjoy and appreciate,
instead of wasting his time, …

… and get yourself a promotion,
because your campaign does so well!

CAM ON

QUESTIONS
OR
FEEDBACK?
Birger.Linke@TBWA.com.vn