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\n But for TBWA, Disruption\u00ae\ufe0e is a concept that has been the DNA of our global collective, a way of thinking, a philosophy, and a core method of work used every day since it was initiated in 1992 by Jean-Marie Dru, the current President of TBWA\\Worldwide. We think of Disruption as the creation of ideas that break the conventions and customs of the world – as we believe that you can’t create new things just by continuing \u2018normal\u2019 things.
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\nThe idea of “disrupting the norms” may be easily understood if we think of the global pandemic that struck the world for the past two years. COVID-19 brought drastic changes in all aspects of our lives – how we work, gather, and connect with others, and our mobility as well. All the common senses were overturned. While it is said that it is impossible to completely return to the way of life before the pandemic, the idea of Disruption\u00ae\ufe0e that TBWA has developed over the past 30 years may provide a clue to finding the “new normal” for our life and business.
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\n Three steps of Disruption\u00ae\ufe0e<\/h2>\n\n\n\n ![\"What](\"\")
\n<\/div>\n\n\n\n\n\n\n Disruption is comprised of three major steps.
\nFirst, Convention – things that are taken for granted, or the existing ways of doing things. Conventions are like walls that stop new ideas. Then we have Vision, the goal that we want to achieve by destroying these conventions. If we say convention as the status quo, and the vision as the ideal future, then the idea to change the world from the status quo to the future is called “Disruption\u201d.
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\n\u201dDisruption\u201d often gives an impression of merely \u201cinteresting or radical ideas.\u201d However Disruption\u00ae\ufe0e in the context of TBWA is not just a new interesting idea, but a path from the convention to the vision that we want to achieve, so we call these three steps the “Disruption Path”.
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\n Disruption in Action \u30fcWe are Viruses Project<\/h2>\n\n\n
\n Disruption is comprised of three major steps.
\nFirst, Convention – things that are taken for granted, or the existing ways of doing things. Conventions are like walls that stop new ideas. Then we have Vision, the goal that we want to achieve by destroying these conventions. If we say convention as the status quo, and the vision as the ideal future, then the idea to change the world from the status quo to the future is called “Disruption\u201d.
\n
\n\u201dDisruption\u201d often gives an impression of merely \u201cinteresting or radical ideas.\u201d However Disruption\u00ae\ufe0e in the context of TBWA is not just a new interesting idea, but a path from the convention to the vision that we want to achieve, so we call these three steps the “Disruption Path”.
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