The ‘Fosbury Flop’ is the back-to-front high jumping style introduced by Dick Fosbury at the 1968 Olympics. Fosbury disrupted the conventional approach to jumping, which held that the only way to go over the bar was on your front. Fosbury’s approach won him an Olympic Gold Medal and changed the rules of the sport for good.
At TBWA\RAAD we believe that brands cannot beat the competition by following the rules of the competition. Brands that truly outperform the market do so by breaking the conventions of their market and plotting native paths to growth. We call this Disruption.
We help brands to grow by identifying Disruptive strategies and developing Disruptive campaigns. Disruption is no corporate buzzword. It’s our philosophy and with Media Arts it underpins everything we do.
A brand cannot outperform the market by following the conventions of the market. So we work with clients to identify the conventions that hold their markets back, and spot opportunities for their brands to gain a larger share of the future by taking a Disruptive approach.
The word is difficult, uncomfortable but “Disruption” is not destructive. It is creation. Disruption is a means of creating something dynamic to replace something that has become static.
Disruption is the art of asking better questions, challenging conventional wisdom and overturning assumptions and prejudices that get in the way of imagining new possibilities and visionary ideas.
Disruption is a term for people who hate terms. Similar to the concept of -source software development, Disruption has evolved and matured as communities around the network use, adapt and reinvent Disruption tools for specific market or client needs.
The methodology and process can be employed universally to answer just about any challenge that a brand or company may have. Disruption is not limited to marketing and communications but can be applied to deeper levels of an organization including products and services or the core business offering.
The communications landscape has changed fundamentally. Big predictable communications audiences are disappearing. They’re leaving traditional media for the Internet, their phones, or are just going out more. And people are choosier about how they engage with brands. They are better informed, more skeptical and more connected than ever before. We call our approach to the new communications landscape Media Arts.
We are developing a new discipline of Audience Planning: understanding how people consume media as well as products and services; treating people as active participants rather than active viewers.
And we are connecting with people through more channels. Today, who wants to be an advertising agency? Ours is a Media Arts future.