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
Executive with award-winning
Creative
TBWA\Vietnam
Director id

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