Disruption, disruption, disruption.
The visit to TBWA ranked up there as one of my favorites. I love visiting agencies who have a clear and proud mission statement. The moment you walk into TBWA it's obvious what they stand for. As an advertising agency it is so important to make sure you stand out in a way that's not cliche or done before. TBWA to me is a classic and prideful agency and from that comes high quality work.
During our visit we learned about 3 main topics: strategy, the advertising process, and of course, disruption. These 3 points are some of my favorite parts of advertising and a big reason why I decided to take this career path so it was exciting to talk through it while sitting in one of the highest ranked agencies in the US. For strategy, we were reminded that not only does it involve translating the clients ask into something creative, it also involves breathing life into data. It involves developing a plan to transform the brand all while communicating that to the creatives. It's a crucial first step to a client brief and will feed into the rest of the advertising process:
Client Brief > Creative Brief > Creative Development > EXECUTION!
But here's the catch, none of this process matters to TBWA without a little.. well a lot, of disruption.
Because...
Convention as defined by TBWA is "an established behavior that is no longer noticed"
Disruption is "a break from convention that leads to a vision and ultimately inspires everything a brand does"
These quotes really inspired me for my work moving forward. Advertising is all about breaking the norm and pushing the limits. You have to take risks to end up with something of value. There are multiple levels of convention that need to be recognized and challenged with brands. In a market that's so oversaturated sometimes it can be a little defeating to try and come up with a unique creative idea, but when framing it in the mindset of disruption, there is still so much room to grow and transform a brand. TBWA captures the true spirit of an advertising agency and made me excited for my future and the future of branding.
Comentários