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    Disruption is the means by which we at TBWA\CONCEPT create a mind-blowing advert every single time. There are three parts to Disruption: Convention, Disruption and Vision. The Disruption process involves recognising and challenging the conventions that govern a particular industry and thereafter developing a disruptive idea. The vision is a clear picture of where the brand desires to go or its marketing goal. Disruption therefore is the vehicle to take the brand to its desired destination

    A typical example of a brand that challenged industry conventions, in order to conquer Africa and export Africa to the world is the late musician, Fela Anikulapo-Kuti. Fela studied Music in the United Kingdom after his secondary school education. When he returned to Nigeria, he began singing 'Higlife' but the genre was already glutted and he was just one of many singers doing the same thing.

    A few years later, he opted to get out of the crowd and began singing a genre of music that had never been heard before. He had created 'Afrobeat'. The rules that governed music production and appreciation in society were not right for Fela so he fashioned his own and met great commercial and creative success in the process. His was an example of a disruptive strategy.

    Disruption involves challenging the conventions in a particular category. It means studying the 'rules' of the market and asking 'What if?' It is the method by which we at TBWA\Concept create mind-blowing adverts every time. The result is bold, shocking and always engaging. It makes people stop and think. It makes them say 'Wow'.

    At TBWA, we believe it's a crime to create an ad that does'nt get noticed. That's pretty much like tying a noose around the neck of a brand and sinking it

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