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DISRUPTION 
Or how doing things differently benefit the brand, 
the marketer and the consumer. 
Vietnam Marketing Conference 
18 February 2009
Tbwa speech
BIRGER 
LINKE 
How we come up with award-winning id 
Executive Creative Director 
TBWAVietnam 
Vietnam Marcom 
10 June 2008
TBWA 
VIETNAM
TBWA 
5th largest agency group in the world, 
and the fastest growing 
1 
2 
3 
4 
5 
6 
Dentsu 
BBDO 
McCann Erickson Worldwide 
DDB 
JWT 
$ 2,171 
$ 1,742 
$ 1,619 
$ 1,432 
$ 1,292 
$ 1,237 
-0.6% 
+13.2% 
+9.5% 
+13.3% 
+13.8% 
+8.5%
TBWA 
5th largest agency group in the world, 
and the fastest growing 
Part of the Omnicom Group, 
the world largest Communications 
Group 
$11,377 
$10,820 
$6,191 $5,872 
$2,951 
$1,841 
$10,000 
$12,694 
$12,383 
$6,554 
$6,384 
$6,932 
$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 
BIKEFOR 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
Convention: 
A widely 
accepted belief. 
Vision: 
A projection 
of the 
company into 
the future, a 
big idea to 
aspire to. 
Disruption: 
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
Convention: In high 
technology 
products, 
communication 
must revolve 
around product 
features 
Vision: 
Apple is 
the tool for 
creative 
minds 
Disruption: 
“Apple is not 
about bits and 
boxes, it’s about 
values.” 
Steve Jobs
AND HERE’S 
THE 
RESULT:
QuickTime™ and a 
YUV420 codec decompressor 
are needed to see this picture.
Tbwa speech
Tbwa speech
Tbwa speech
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
Convention: 
Communicating 
benefits and 
ingredients gives 
the brand 
credibility 
Vision: 
Vinamilk 
understands 
the 
Vietnamese 
mom 
Disruption: 
Establish an 
emotional 
connection
AND HERE’S 
THE 
RESULT:
QuickTime™ and a 
decompressor 
are needed to see this picture.
AND 
THROUGH 
THE LINE:
Tbwa speech
Tbwa speech
Tbwa speech
Tbwa speech
THE RESULT IN FIGURES: 
+12% 
IN VOLUME
A 2ND 
EXAMPLE: 
Best Carings
YES, 
DISRUPTION 
EVEN 
WORKS FOR 
RETAILERS
Convention: 
Promotions drive 
purchase 
Vision: 
Best service 
and best care 
Disruption: 
Communicate 
Japanese values
Tbwa speech
Tbwa speech
Tbwa speech
Tbwa speech
Tbwa speech
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

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