Jean-Marie Dru
ISBN: 0-471-21899-5
Cloth
304 pages
May 2002

The sequel to the best-selling Adweek book, Disruption, this book shows the wider application of the concept as it affects vision, strategy, creativity and media marketing. Jean Marie-Dru describes disruption as a universal language of change that allows advertisers from all over the world to form a common strategy. Disruption involves identifying conventions--the ready-made ideas that maintain the status quo; questioning what has been done in the past, and discovering how we've been conditioned by biases; and finding out how to disrupt them. The final step is taking the long-term brand vision into account and figuring out how to remain true to the brand identity. Dru explores the wide-reaching ramifications of disruption: for instance, how disruption can be seen at work in emerging, rebellious or unreceptive markets; how disruption can transform vision into insight; how disruption can affect communication and lead to cross-fertilization of ideas; how disruption relates to design; examples of disruptive companies and campaigns; and how disruption can lead to connectedness. Written for account planners, advertisers and marketers, with contributions by top advertisers from around the world, this book offers a universal language for the global economy. Dru includes insights on the ramifications of disruption from advertising icons, including: Trevor Beattie, head of Trevor Beattie Worldwide Advertising (TBWA) and the enfant terrible of British advertising who's produced the Hello Boys Wonderbra ads and the FCUK French Connection campaigns; Carl Johnson, President of Worldwide Advertising at Polaroid Corporation and formerly the head of advertising at Kraft Foods; plus many top creative directors worldwide who will be recognizable to the readers.