Tbwa speech

DISRUPTIONOr how doing things differently benefit the brand, the marketer and the consumer.

Vietnam Marketing Conference18 February 2009

BIRGER LINKE

How we come up with award-winning id

Vietnam Marcom10 June 2008

Executive Creative DirectorTBWA\Vietnam

TBWA\VIETNAM

TBWA5th largest agency group in the world, and the fastest growing

2

3

4

1

5

6

McCann Erickson Worldwide

DDB

BBDO

Dentsu

JWT

$ 1,619

$ 1,432

$ 1,742

$ 2,171

$ 1,292

$ 1,237

+13.2%

+9.5%

+13.3%

-0.6%

+13.8%

+8.5%

TBWA5th largest agency group in the world, and the fastest growing

Part of the Omnicom Group,the world largest CommunicationsGroup

$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

TBWA5th largest agency group in the world, and the fastest growing

Part of the Omnicom Group,the world’s largest CommunicationsGroup

24th most creative companyin the world

5th largest agency group in the world, and the fastest growing

Part of the Omnicom Group,the world’s largest CommunicationsGroup

24th most creative companyin the world

9,700 people in 75 countriesin 258 offices

TBWA

OUR GLOBALCLIENTS:

AND OURLOCAL ONES:

WHY DO WEWORK FORTHEM THE WAY WE WORK?

BRANDSHAVE RUN OUT OFJUICE

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

YOURCUP OFCOFFEE

OR YOURFRENCHFRIES

SO WHATMAKES SOME

while others suffer?

BRANDSINSPIRING

THE ANSWER:

Disruption

BENJAMIN FRANKLIN

“Insanity is doing the same thing over and over again, expecting different results.”

SAID:

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:

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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:

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TODAY, THE ONCE BIG COMPETITION IS JUST NO MATCH.

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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?

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LET’S HAVE A POSTER FEATURING

THE ALL BLACKS

But does it have to be

printed with color?

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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:

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AND THROUGH THE LINE:

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

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

QUESTIONSOR FEEDBACK?

Birger.Linke@TBWA.com.vn