TBWA set for regional restructure to move away from ‘traditional models’
TBWA is set to shake up its regional structures in the coming weeks, the network’s president and CEO Troy Ruhanen has told Mumbrella.
In an exclusive interview during a trip to his native Australia nine months after taking on the top job Ruhanen also reiterated his desire to renew the agency’s ‘disruption’ mantra, and put more creative people into leadership roles.
“We have some structural changes in the next few weeks about not doing the business in the traditional regional structure it has always been, but looking at different ways to break down the regions,” he said.
“Multinational clients aren’t in the same markets that they used to be, they’re much more hub like. There’s no point to having the same old model.”
Looking forward to hearing about the refreshing of TBWA in the Asia region especially China. Disruption is as new today as it was when Jean Marie Dru conceived it.
Oh shit . So much disruption of the disruption.
Disrupting disruption is distruptive. How much distruption can a disruptive agency take? Sometimes stability of values, stability of clients, and stability of personnel can provide continuity when it comes to disruptive distruption. Mind you this just sounds like disruption for the sake of disruption and not clearly thought through disruption that disrupts.
@Douglas
“Disruption” was not concieved by Jean Marie Dru because it is not a concept. It’s jargon. It’s the buzzword replacing “standing out” which became “cut through” which became “creating space around a brand” and so on. Peak hour traffic gets disrupted.
Advertising categories don’t – at least not with anything I’ve ever seen coming out of TBWA. And the last thing you’re going to see in any agency today is disruptive behaviour. I know – I got canned for calling a building manager a dick head.
@Douglas
“Disruption” was not concieved by Jean Marie Dru because it is not a concept. It’s jargon. It’s the buzzword replacing “standing out” which became “cut through” which became “creating space around a brand” and so on. Peak hour traffic gets disrupted.
Advertising categories don’t – at least not with anything I’ve ever seen coming out of TBWA. And the last thing you’re going to see in any agency today is disruptive behaviour – try calling someone you work with who deserves it, a dick head. “Disruption” belongs up there with “blasting “emails.
Well Rusdie. You have an opinion. And maybe a point. But Distuption is a proven game changer. Not for every occasion but a lot. Jean Marie Dru is a smart man so I will continue to give him the cudos for creating “Disruption” and making a significant contribution to TBWA and our industry. Not sure what you do or what you stand for. But would be glad to know.