1. WHY
DISRUPTION®
WORKS?
Kalle Kanerva, Strategy Director
May 19th 2016

2. 21st CENTURY"
BEHAVIOUR
#uskallauudistua

3. 3
SOME SAY...

4. 4
INNOVATION GENERATES
BUSINESS VALUE AND
GROWTH.

5. 5
TRANSFORMATION,
DIGITALIZATION AND
ECOSYSTEMS ARE THE
KEYS TO SUCCESS.

6. 6
WINNERS FOCUS ON DATA
DRIVEN CUSTOMER
EXPERIENCE.

7. 7
(BUZZWORD BINGO
WINNERS MAY LEAVE NOW)

8. 8
BUT IN REALITY...

9. 9

10. 10
INCREMENTAL
IMPROVEMENT
< 10 %

11. 11
= INCREMENTAL
RESULTS

12. 12
SO WE SAY...

13. 13
DISRUPTION®

14. 1425 YEARS OF DISRUPTION®

15. 15
DISRUPTION® DEFINES A VISION
THAT BREAKS MARKET
CONVENTIONS AND CREATES NEW
PLATFORM FOR GROWTH

16. PRINCIPLES OF DISRUPTION®
Disruption®
Surprising, positively
different way to achieve
the vision and
accelerate business
growth
Vision
Shared, clear view of
the future ahead.
Convention
Recognizing and
understanding the
market and industry
conventions

17. IF YOU TRY TO MASTER THE
SAME THINGS AS
COMPETITION, YOU CAN
ONLY BECOME AS GOOD
– ESCAPE CONVENTIONS

18. IF YOU TRY TO MAKE
AN IMPACT USING OLD
MEANS, YOU CANNOT
EXPECT NEW RESULTS
– USE THE FUTURE

19. IF YOU WANT TO CHANGE
PERCEPTION, YOU MUST
DO EXCEPTIONAL THINGS
– ALWAYS ON

20. 20
DISRUPTIVE
BREAKTHROUGH
10 X

21. 21
Marketing communications
Products & Services
Business model
LEVELS OF DISRUPTION®

22. 22
ALL BUSINESS IS
HUMAN EXPERIENCE

23. 23
DATA IS ABOUT
UNDERSTANDING
HUMAN BEHAVIOUR

24. 21st CENTURY"
EXAMPLE

25. 25
https://youtu.be/3zMlp9fL5Cs

26. 26

27. 27
https://youtu.be/ja-n5qUNRi8

28. 28
48,684,034 VIEWS

29. 29
3 KEY TAKEAWAYS

30. 1. PEOPLE
Make people the
differentiator, they are
never a commodity.
Energize and connect
customers and
employers.
30

31. 2. CULTURE
Create and nurture
culture, work at the speed
of culture, but never
follow.
31

32. 3. SOLVE
Find a problem and fix it.
When you launch a real
solution to a real problem,
you'll create real value.
32

33. 33
ENOUGH WORDS,
LET'S ACT...

34. 34
DO YOU HAVE A
CAMERA ON YOUR
MOBILE?

35. 35
HAVE YOU EVER
POSTED A SELFIE?

36. 36
TAKE A SELFIE W FRIEND
AND SHARE THE LOVE:
[YOUR IMAGE HERE ]
#uskallauudistua
#vismasolutions

37. 37
I DARE US TO MAKE A
STATEMENT!

38. 38

39. 39

40. 40
...AND ALWAYS
REMEMBER

44. 20 years of experience in account, strategy & creative roles. Kalle is a passionate
marketing professional with successful track record in working for international
clients and leading brands. His goal is to build his clients business a better share
of the future.
Strategy @ TBWA Disruption® Works
Contact information:
kalle.kanerva@tbwa.fi
+358 40 5752992
Twitter: @disruptionwork3
LinkedIn: https://fi.linkedin.com/in/kallekanerva
KALLE KANERVA
Strategy & Concept, Finland

45. OUR
NETWORK
11,000
PEOPLE
323
OFFICES
97
COUNTRIES

46. TBWAHelsinki
Fredrikinkatu 42
00100 Helsinki
Finland
Management
CEO Sami Tikkanen
CSO Marco Mäkinen
CD Theodor Arhio
CDO Jeroen van Hove
Key clients:
Nissan, TeliaSonera, Atria, Fortum, Tieto,
Aalto University, VVO, Danske Bank, VR,
Neste, GE, ABB, Koff, Anttila
Finance:
* Revenue 10,1m€ (2015)
* 105 employees
* Founded 1988
Recent creative awards
TBWAHelsinki is the most
internationally awarded marketing
agency group in Finland.
* Cannes Lions (adidas)
* The One show (adidas)
* Effies (Nissan)
* Eurobest (BuyThis)
* Golden Drum (adidas)
About the agency
Specialized to build growth platforms for
brands by disruptive brand behaviour.
Our expertise covers a comprehensive
marketing strategy and creative design
and implementation of marketing
communications and harvesting the
latest creative technology powered by
insight from data. We are a true digital
native agency operating with the speed
of culture.
Special competence units
* D-WORKS Disruption consultancy
* INTEGER Retail/shopper marketing
* PILOT Innovations & branded content
* LIVE Real-time marketing operations *
SCREEN Agile video productions
* COMMS Pr/influencers
Core skills
* Brand strategy
* Advertising
* Design
* Digital
* Social media
* Retail
* Analytics
* PR
Disruption philosophy
We start with DISRUPTION® at the core
of everything we do.
DISRUPTION® defines the vision that
breaks the market conventions and
creates a new platform for growth.
DISRUPTION® Strategy
DISRUPTION® Live
DISRUPTION® Innovation
TBWA global network
* 11.100 people
* 323 offices
* 97 countries
* CEO Troy Ruhanen
* Chairman Jean-Marie Drue
Key global clients
* Apple
* Nissan
* adidas
* Airbnb
* Netflix
* Twitter