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To-date, Disruption X hasn’t been discussed much outside TBWA itself, says the network’s global chief strategy officer Agathe Guerrier, speaking from her base in Los Angeles. She describes the new philosophy as an operating system upgrade like you might get on your iPhone (Apple is one of TBWA’s clients).
Fundamentally, we continue to be about Disruption. And that’s what we want people to know us for,” she says. “Disruption X was very much an internal refresh of the way we talk about Disruption and, more importantly, the way we practise it.”
TBWA has what it calls its ‘road map’, which is represented in its offices by a square, a triangle and a circle. (Th
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