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WHY DISRUPTION® WORKS? Kalle Kanerva, Strategy Director May 19th 2016
21st CENTURY"BEHAVIOUR #uskallauudistua
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SOME SAY...
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INNOVATION GENERATES BUSINESS VALUE AND GROWTH.
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TRANSFORMATION, DIGITALIZATION AND ECOSYSTEMS ARE THE KEYS TO SUCCESS.
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WINNERS FOCUS ON DATA DRIVEN CUSTOMER EXPERIENCE.
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(BUZZWORD BINGO WINNERS MAY LEAVE NOW)
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BUT IN REALITY...
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INCREMENTAL IMPROVEMENT
< 10 %
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= INCREMENTAL RESULTS
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SO WE SAY...
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DISRUPTION®
14 25 YEARS OF DISRUPTION®
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DISRUPTION® DEFINES A VISION THAT BREAKS MARKET CONVENTIONS AND CREATES NEW PLATFORM FOR GROWTH
PRINCIPLES OF DISRUPTION®
Disruption®
Surprising, positively different way to achieve
the vision and accelerate business
growth
Vision
Shared, clear view of the future ahead.
Convention
Recognizing and understanding the
market and industry conventions
IF YOU TRY TO MASTER THE SAME THINGS AS COMPETITION, YOU CAN ONLY BECOME AS GOOD – ESCAPE CONVENTIONS
IF YOU TRY TO MAKE AN IMPACT USING OLD MEANS, YOU CANNOT EXPECT NEW RESULTS – USE THE FUTURE
IF YOU WANT TO CHANGE PERCEPTION, YOU MUST DO EXCEPTIONAL THINGS – ALWAYS ON
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DISRUPTIVE BREAKTHROUGH
10 X
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\
Marketing communications
Products & Services
Business model
LEVELS OF DISRUPTION®
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ALL BUSINESS IS HUMAN EXPERIENCE
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DATA IS ABOUT UNDERSTANDING
HUMAN BEHAVIOUR
21st CENTURY"EXAMPLE
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https://youtu.be/3zMlp9fL5Cs
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https://youtu.be/ja-n5qUNRi8
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48,684,034 VIEWS
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3 KEY TAKEAWAYS
1. PEOPLE Make people the differentiator, they are never a commodity. Energize and connect customers and employers.
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2. CULTURE Create and nurture culture, work at the speed of culture, but never follow.
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3. SOLVE Find a problem and fix it. When you launch a real solution to a real problem, you'll create real value.
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ENOUGH WORDS, LET'S ACT...
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DO YOU HAVE A CAMERA ON YOUR
MOBILE?
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HAVE YOU EVER POSTED A SELFIE?
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TAKE A SELFIE W\ FRIEND AND SHARE THE LOVE:
[YOUR IMAGE HERE ]
#uskallauudistua #vismasolutions
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I DARE US TO MAKE A STATEMENT!
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...AND ALWAYS REMEMBER
20 years of experience in account, strategy & creative roles. Kalle is a passionate marketing professional with successful track record in working for international clients and leading brands. His goal is to build his clients business a better share of the future. Strategy @ TBWA \ Disruption® Works Contact information: [email protected] +358 40 5752992 Twitter: @disruptionwork3 LinkedIn: https://fi.linkedin.com/in/kallekanerva
KALLE KANERVA Strategy & Concept, Finland
Proprietary & Confidential
OUR NETWORK
11,000 PEOPLE
323 OFFICES
97 COUNTRIES
TBWA\Helsinki Fredrikinkatu 42 00100 Helsinki Finland Management CEO Sami Tikkanen CSO Marco Mäkinen CD Theodor Arhio CDO Jeroen van Hove Key clients: Nissan, TeliaSonera, Atria, Fortum, Tieto, Aalto University, VVO, Danske Bank, VR, Neste, GE, ABB, Koff, Anttila Finance: * Revenue 10,1m€ (2015) * 105 employees * Founded 1988 Recent creative awards TBWA\Helsinki is the most internationally awarded marketing agency group in Finland. * Cannes Lions (adidas) * The One show (adidas) * Effies (Nissan) * Eurobest (BuyThis) * Golden Drum (adidas)
About the agency Specialized to build growth platforms for brands by disruptive brand behaviour. Our expertise covers a comprehensive marketing strategy and creative design and implementation of marketing communications and harvesting the latest creative technology powered by insight from data. We are a true digital native agency operating with the speed of culture. Special competence units * D-WORKS Disruption consultancy * INTEGER Retail/shopper marketing * PILOT Innovations & branded content * LIVE Real-time marketing operations * SCREEN Agile video productions * COMMS Pr/influencers Core skills * Brand strategy * Advertising * Design * Digital * Social media * Retail * Analytics * PR
Disruption philosophy We start with DISRUPTION® at the core of everything we do. DISRUPTION® defines the vision that breaks the market conventions and creates a new platform for growth. DISRUPTION® Strategy DISRUPTION® Live DISRUPTION® Innovation TBWA global network * 11.100 people * 323 offices * 97 countries * CEO Troy Ruhanen * Chairman Jean-Marie Drue Key global clients * Apple * Nissan * adidas * Airbnb * Netflix * Twitter
