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“The power of Disruption® for African communication cannot be underestimated. It is all about challenging conventional wisdom and creating something dynamic to replace the static. Importantly, Disruption® is the opposite of assumption and prejudice, which gets in the way of envisioning new possibilities for client’s businesses,” says TBWA\’s Director of Africa Operations, Graham Cruikshanks.

Disruption Strategy® is part of TBWA\’s vernacular and a proprietary tool that the company harnesses to break market convention and establish new platforms for growth for its clients. “Disruption® is the brainchild of TBWA\ Agency Network Chairman, Jean-Marie Dru, who came up with the idea of using Disruption® in a positive way in 1990, to create future-fit visions for brands, plus a roadmap to get them there.

“Think of Roger Bannister, who ran the four-minute mile when no-one thought it was possible or Dick Fosbury, the Olympic high jumper, who revolutionised the sport with his new ‘back-first’ way of clearing the bar. These people did not limit themselves to the parameters set by others. They imagined something beyond the rule, something better, bolder and more successful,” says Cruikshanks.

The power of Disruption® is so important to TBWA\ that 80 people from 15 countries and 20 agencies throughout Africa will gather for a three-day annual TBWA\ African Conference and immerse themselves in Disruption® philosophy and processes.

“Globally, TBWA\ is rallying behind Disruption® as a primary differentiator and has introduced new tools, technologies and techniques that can be used to grow client businesses across the globe. The Africa Conference is about sharing, training and energising our ever-growing Africa network with new insights and effective ways to employ the new disruption tools,” says Cruikshanks.

For the first time, the Africa Conference will be a combined TBWA\, Magna Carta and HDI Youth Marketers event, making it the largest conference in its 15-year history. “We are constantly focused on being a powerful, connected African Network, a network unified by a common philosophy with a common way of doing things. Including Magna Carta and HDI at the conference makes this more of a reality than ever before,” says Cruikshanks.

Magna Carta’s Moliehi Molekoa says the concept of a unified network is exciting and necessary. “There has never been a greater need for creative and disruptive ideas as far as reputation management is concerned on the continent, so being part of a group that compels us to engage with the new Disruption® tools is critical. It brings the network to life and empowers us in ensuring our clients stand above the clutter.”

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