TBWA holds conference in SA

HARARE - In an effort to challenge conventional wisdom and create something dynamic to replace the static, public relations and advertising agencies in Africa this week met in South Africa to discuss latest trends in the industry.

The conference, ending today, organised by TBWA, Magna Carta and HDI Youth Marketers Event, is the largest to be put together by TWBA in its 15-year history.

About 80 people from 15 countries and 20 agencies gathered for the three-day annual TBWA/African Conference and immersed themselves in Disruption philosophy and processes.

South Africa's reputation management company, Magna Carta, said the concept of a unified network is exciting and necessary.

The company's spokesperson, Moliehi Molekoa, said 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 DisruptionR tools is critical. It brings the network to life and empowers us in ensuring our clients stand above the clutter".

TBWA's director of Africa operations, Graham Cruikshanks, also noted that the power of DisruptionR 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," he said.

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 road map 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," Cruikshanks added.

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 was about sharing, training and energising our ever-growing Africa network with new insights and effective ways to employ the new Disruption tools.

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