Barham: Nosotros ubicamos y envolvemos a las marcas en la cultura
Troy Ruhanen, CEO at TBWA; Chris Garbutt, Global Creative President of the agency and Nick Barham, Global CSO of the company, shared the work that has turned them into disruptive leaders, on Wednesday, March 22nd at Terán/TBWA. They presented their tool Disruption Live, to include brands in cultural conversations and Backlash, a platform for internal use, where daily inspirational videos are generated at a global scale.“We embrace brands in culture. Disruption helps them to grow in numbers and conceive themselves as brands with a cultural impact” explained Barham. “Our disruption formula is based on defining ourselves as a cultural engine for 21st-century business.”They presented Apple, Gatorade, Airbnb and McDonald’s successful cases using different models, where each brand had a special cultural footprint. Garbutt highlighted that collaboration is key for disruption. “Our departments are connected globally. We work with open brief in all our offices. We also have a workshop, No Format, where we gather the best talents worldwide in the same office to develop ideas. It is an inside-out model.”“Innovation is the only way our partners stay relevant” added Ruhanen. “We are constantly innovating. We moved from the antique network model to a one based on people.The invitation closed with the celebration of Terán/TBWA’s 70th Anniversary with the slogan: Terán 7.0., always in Beta.
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