How Disruption Brought Order: The Story of a Winning Strategy in the World of Advertising [Hardcover]

Jean-Marie Dru (Author)

Book Description

Publication Date: September 4, 2007

In his previous bestselling books, global advertising icon Jean-Marie Dru explored the visionary, innovative techniques that have become a hallmark of TBWA Worldwide campaigns. Now he gives a first-hand account of how the bold methods of disruption launched TBWA to the forefront of international advertising. Here he shares personal insights and anecdotes about his life in advertising as well as lessons learned, revealing how client campaigns for Nissan, Adidas, and the Apple iPhone became such unqualified successes. Both a fascinating business memoir and a practical guide to harnessing the power of disruption, this book offers a look at the cutting edge of modern advertising.

Editorial Reviews

From Booklist

In 1984, Dru cofounded the international advertising agency BDDP, which merged in 1998 with TBWA Worldwide; today he serves as president and CEO-international with responsibility for all markets worldwide. His innovative Disruption techniques that force companies to look at what they are doing under a new light have created fresh advertising campaigns for Apple, Nissan, and Adidas in the United States and in France for McDonald's and the French railways. In his two previous books, Dru has outlined the techniques his agency uses to shake up the industry and bring radical new thinking to revitalize product perception in the marketplace. This time he takes the reader on a worldwide tour of Disruption, demonstrating how the disruptive process has been so successful for his clients while further expounding on the methodologies to produce a practical guide for others to follow. All great breakthrough business ideas have involved breaking with convention, but Dru's penchant for articulating the need for creative destruction brings decisiveness and encouragement to a field that constantly searches for ways to bring renewal to the process. Siegfried, David

Review

"You can't do big things in business if you're content with doing things a little better than everyone else. In an era of hyper-competition and non-stop innovation, the most successful competitors are the most disruptive competitors--companies that reshape the sense of what's possible in their industry. In this honest, fast-paced, and endlessly useful book, Jean-Marie Dru, a disruptive thinker who has helped so many great companies redefine their brands and marketing messages, explains how his one-of-a-kind company works--and how his ideas can help you rethink how your company works and wins. Business is too exciting (and too demanding) for business as usual. This book shows you what comes next."

--William C. Taylor, Founding Editor of Fast Company and co-author of Mavericks at Work

 

"From the CEO down, we live at a time when every organisation should be looking at their business in a creative way. If you don't know how to do it, read this book. Jean- Marie Dru  gives you the blueprint, and entertains you as well "
--Terry Savage, Executive Chairman, Cannes Lions International Advertising Festival

 

"Quite simply and without a shadow of a doubt the best book about advertising ever written. Jean-Marie Dru, the giant brain of our business of our time, divulges the trade secrets of Disruption in full. And the work is a treasure trove of brilliant examples and anecdotes--every page you turn is an inspiration and a joy."

--Donald Gunn, Founder, The Gunn Report

 

"Disrupt or be disrupted. Disrupt or die. This is the captivating story of implementing the most powerful idea in business today."

--Tom Peters, author of In Search of Excellence and Re-imagine

"All great breakthrough business ideas have involved breaking with convention, but Dru’s penchant for articulating the need for creative destruction brings decisiveness and encouragement to a field that constantly searches for ways to bring renewal to the process."

--Booklist

Praise for Beyond Disruption:

"A whirlwind ride packed full of ideas and genuine insights."--Marketing

"I love this book. I can say unequivocally that no piece of business writing has ever dovetailed better with my . . . view of the world."--Tom Peters

See all Editorial Reviews

Product Details

• Hardcover: 256 pages
• Publisher: Palgrave Macmillan; First Edition edition (September 4, 2007)
• Language: English
• ISBN-10: 0230600697
• ISBN-13: 978-0230600690
• Product Dimensions: 9.5 x 6.5 x 0.9 inches
• Shipping Weight: 1 pounds (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #893,969 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

2 of 2 people found the following review helpful:

5.0 out of 5 stars Enviable, February 11, 2008

By 

Robert M. Kincey "bob kincey" (constant international traveler) - See all my reviews
(REAL NAME)   

Amazon Verified Purchase

This review is from: How Disruption Brought Order: The Story of a Winning Strategy in the World of Advertising (Hardcover)

The content is great and the book flows nicely.
Better yet, the Disruption technique, the stories and the examples are lively and impressive.
Best of all... it really works.
I recently had the pleasure of visiting TBWA in São Paulo - a client had hired me to scout for an Agency. Luis Grottera, Cibar Ruiz and Andrea Lang gave a brilliant agency presentation and showed me how Disruption works. Their enthusiasm and the results they showed me were clear and effective.
In fact their enthusiasm sent me to Amazon and I've read this book and two others by Jean Marie.
I would love to have worked in this agency.
Congratulations to Jean Marie and all his "accomplices" at TBWA.
I feel excitingly healthy envy.

1 of 2 people found the following review helpful:

5.0 out of 5 stars Great Book on How A Great Agency Make Clients Heros!, July 7, 2008

By 

Bruce Humbert "PhD Student" (Port Saint Lucie, FL United States) - See all my reviews
(REAL NAME)   

Amazon Verified Purchase

This review is from: How Disruption Brought Order: The Story of a Winning Strategy in the World of Advertising (Hardcover)

How Disruption Brought Order: The Story of a Winning Strategy in the World of Advertising

Over my career I have the good fortune to work with the folks at Chiat/Day in their Marina Del Rey (Los Angeles) office. They do great work and have a unique approach to capturing the big idea that connect consumers to brands. This book is a wonderful summary of some of the overall work done by the agency around the world that makes them not only smart - but fun to work with.