How Disruption Brought Order: The Story of a Winning Strategy in the World of Advertising
In 1984, Dru cofounded the international advertising agency BDDP, which merged in 1998 with TBWA Worldwide; today he serves as president and CEO-international with responsibility for all markets worldwide. His innovative Disruption techniques that force companies to look at what they are doing under a new light have created fresh advertising campaigns for Apple, Nissan, and Adidas in the United States and in France for McDonald's and the French railways. In his two previous books, Dru has outlined the techniques his agency uses to shake up the industry and bring radical new thinking to revitalize product perception in the marketplace. This time he takes the reader on a worldwide tour of Disruption, demonstrating how the disruptive process has been so successful for his clients while further expounding on the methodologies to produce a practical guide for others to follow. All great breakthrough business ideas have involved breaking with convention, but Dru's penchant for articulating the need for creative destruction brings decisiveness and encouragement to a field that constantly searches for ways to bring renewal to the process. Siegfried, David