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‘Disruptive’ way forward for TBWA India

TBWA’s global President and CEO Troy Ruhanen, on a visit to India, discusses plans for strengthening TBWA India as a “disruptive” agency and shares plans to get it back on track

Aanchal Kohli | Mumbai | January 27, 2016

Troy Ruhanen Troy Ruhanen

TBWA’s global President and CEO Troy Ruhanen along with Philip Brett, President, TBWA Asia, are in India. They shared their views on the agency's vision around “Disruption” and “DisruptionLIVE” during a media roundtable at TBWA’s office in Mumbai on Monday.

Giving an overview of the agency, Ruhanen said, “We are one of the young networks and I strongly believe that it is not only about the size of the agency but how fast the agency is growing. We have won quite a good amount of businesses. But what matters is the creative idea as it all depends upon quality rather than quantity. We are excited to see how India delivers on the vision and mission of our agency.”

According to him, India has been one of the important markets and is a challenging one. Present at the roundtable were TBWA India’s recently appointed CEO, Govind Pandey, Parixit Bhattacharya, Chief Creative Officer, and Subramanian Krishnan, Chief Strategy Officer.

TBWA Worldwide is proud of its partnership with long-standing clients like Nissan, Apple, Gatorade, McDonald’s and Adidas as well as 21st Century brands such as GoDaddy, Airbnb, Twitter and Netflix among others.

Ruhanen further said, “TBWA sees immense opportunities in today’s start-up and challenger mindset in India. We want to be the go-to-agency partner for brands which are hungry for disruptive growth. We have had an impressive new business run globally and now want to see Disruption and Disruption LIVE at the core of our growth story in India.”

Explaining the Disruption strategies, Ruhanen said, “Disruption is all about avoiding the insanity of doing the same thing over and over again, expecting a different result. Everything is in a state of flux. It is a fact that to survive one cannot resist change but if we can create a change in our favour we can create a larger share of future. Also, Disruption defines a vision that breaks market conventions and creates a new platform for growth.”

According to him, India feels like a disruptive country which makes the TBWA offering that much more relevant to this market. “We feel India is a crucial part of our next level of growth, and with fresh leadership in place, TBWA India is uniquely positioned to drive a disruptive and successful growth in this market,” Brett added. He stated that India as a market had enough advertising agencies. What it needs is letting the existing agencies create differentiated strategies.

When asked about the target for India in 2016, Ruhanen said, “More than targets we believe in focus. The focus of the agency this year is to concentrate on input versus output. Our aim is to give right input to our clients to get better output.”

Disruption is about three boxes which include examining the conventions and figuring out what is really not working; what is that we are hanging on, which is not working and creating a vision for the brand; and then create a disruptive idea to achieve that vision.

While concluding, Govind Pandey highlighted the fact that by the end of the year the priority will be to have more clients in the agency’s kitty. “We also aim to create an attractive agency culture for people where the best talents want to work with us. We also want to attract the right type of clients who are willing to accept disruptive ideas,” he said.

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