THE
DISRUPTION®
COMPANY
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We put culture at the heart.
We bring brand communications and experiences to life by translating cultural trends and insights into marketing that drives business results.
TBWA\Hong Kong is The Disruption® Company, a top-ten ranked global advertising collective. TBWA\Hong Kong uses trademarked Disruption® methodologies to develop business-changing and culture-defining ideas for brands. TBWA\’s clients in Hong Kong include Standard Chartered Bank, Hennessy, Starbucks Asia Pacific, Charles Schwab and Formula E Racing, among others.
The Disruption® Story
Disruption® ? It’s nothing foreign. Just look at any breakthrough business ideas of the last ten years - from Airbnb’s online marketplace enabling people to list or rent short-term lodging in residential properties to Netflix’s video-on-demand online and you’ll see good examples of the principle of disruption in action.
Still do you really understand what makes these ideas great? To put it simply, disruption is about uncovering the culturally embedded biases and conventions that shape standard approaches to business thinking getting in the way of clear, creative thinking. It’s about shattering those biases and conventions and setting creativity free to forge a radical new vision of a product, brand, or service. It’s about spearheading change rather than reacting to it.
At TBWA\Hong Kong, Disruption® is our fundamental way of working and a methodology that we use to take brands and their businesses to growth.
Our product: Disruption® Live
In today’s fragmented and fast-paced marketing environment, you need to know what’s happening in the world and to understand what’s driving culture around your brand. At the same time, you need to be able to turn those insights about culture into business opportunities that move the sales needle for your brand.
As an agency, we’ve evolved our Disruption® methodology into a practical, fast way of working. At its highest level, the method leads brands to business innovation with a deep impact. But at the very least, Disruption® produces marketing communications that drives business results and puts your brand at the heart of conversations happening in culture.
We identify cultural trends and insights from local culture, around the internet and the world and translate this knowledge into breakthrough ideas for our clients. We comb through tens of thousands of videos, trends and posts each year to come up with what we call “triggers”, a list of elements vital to virality. We use this to fuel our creative process.
Disruption® Live is an ideation model that allows brands to build ideas quickly off the most relevant insights and keeps your brand connected to real world data and culture at all times. Such speed means we can change course, amplify, and optimise instantly because we don’t live in a world that affords long turnaround times.
TBWA\ has 11,300 employees across 305 offices in 98 countries and also includes brands such as Auditoire, Digital Arts Network (DAN), eg+ worldwide, The Integer Group®, TBWA\Media Arts Lab and TBWA\WorldHealth. TBWA\’s global clients include adidas, Airbnb, Apple, Gatorade, Henkel, McDonald’s, Michelin, Nissan, Pernod Ricard, Pfizer, Standard Chartered Bank, Singapore Airlines, Sotheby’s and Vichy.