Disruption · Overturning Conventions and Shaking Up the Marketplace by Jean-Marie Dru

Disruption offers a strategy that breaks down creative barriers and has proven effective with a diverse range of clients. What disruption means is to literally destroy the traditional way of advertising a product and create an entirely new vision in the wake of this destruction. After scrutinizing the traditional approach from three perspectives--the consumer's, the client's, and the ad agency's--the method then shatters that convention and shows how to build an entirely new vision from the ashes. Proven effective in the trenches of the ad world, Disruption offers a powerful strategy for dramatic improvement. Includes examples from well-known ad campaigns from around the world, including Oil of Olay, Apple Computers, Ikea, and Jell-o. Offers an innovative concept that can be affective not only in advertising but in business in general.