The Ways to New

Chapter 20Disruption Live

In the past, the Disruption methodology focused on strategy alone. Company and brand vision were designed to last for several years, so the need to call upon Disruption methodology did not arise often.

Today, opportunities for collaboration and exchange in real time have obviously grown exponentially. And, correspondingly, the practice of Disruption needed to embrace them. Disruption as a methodology had to become more agile. It had to become “snackable” and liquid.

“Snackable” because we need smaller formats and smaller forums to address the smaller questions that brands deal with on a regular basis. There can be Disruption in even small decisions. And liquid, because we have to accelerate, to move even faster—faster than the culture we all live in now. The practice of Disruption had to turn into a flow. This is why we have developed new tools to make the methodology of Disruption truly real-time.

We have come up with what we call “Disruption Live” and reorganized our agency accordingly.

The Open Brief

“Disruption Live” has led us to reconfigure ourselves to bring a brand to the world in real time. We monitor and respond to data, consumer insights and cultural stimulus. This ensures a high level of energy and a fast pace. It considers media thinking as an up-the-food-chain, strategic opportunity. “Disruption Live” says clearly what we think a modern agency model should be.

Of course, we have always been in the habit of offering clients proactive ideas ...