NEW YORK December 7, 2015 – Jean-Marie Dru, TBWA Worldwide Chairman and celebrated global advertising veteran, today announced the U.S. launch of his sixth book, entitled The Ways to New: 15 Paths for Disruptive Innovation (WILEY; 2015).
Dru, bestselling author of five previous books and architect of TBWA’s trademarked Disruption® methodology, which he coined and popularized in 1992, contends that while innovation is very much the buzzword of the day, many companies—especially those born before the digital era—are failing to innovate fast or often enough to keep up.
In The Ways to New, Dru argues that companies must “innovate the way they innovate,” and presents a systematic approach to achieving Disruptive Innovation that incorporates 15 different paths leading to business transformation and growth.
The book is rich with colorful case studies involving well-known companies such as Apple, Airbnb, Burberry, Nissan, L’Oreal, Salesforce and Xiaomi to illustrate the glaring differences between innovation and stagnation. From Silicon Valley stars to lesser-known entrepreneurial innovators in China, India, and Africa, each example explains how a specific type of disruptive innovation—or in some cases, two or three types combined—has led to game-changing business results.
While the book explores ways to innovate across several business disciplines, Dru particularly focuses on marketing, and leads us through the critical role that marketing can and should play in driving disruptive innovation.
For more information on The Ways to New, visit www.tbwa.com
About Jean-Marie Dru
A graduate of HEC Business School, Jean-Marie Dru began his career in 1971 with Dupuy Compton (now Saatchi & Saatchi) as an account executive on Procter & Gamble and quickly rose to the position of executive creative director.
In 1977, he joined Young & Rubicam in Paris as managing director, before becoming the agency's CEO in 1979. In 1984, he cofounded the BDDP Group and occupied the position of chairman. Within seven years, BDDP established its international presence in 26 countries and was ranked 15th among global agencies. After the merger of BDDP with TBWA in 1998, Dru became president international of TBWA Worldwide. In early 2001, he was appointed president and CEO of TBWA Worldwide, a position that he held until January 2008, when he moved to the role of chairman.
Dru has been president of the Cannes Advertising Film Festival Jury twice — first in 1982 and again in 1998. He is a member of the European Advertising Association and is also a professor at the Paris Institute of Political Studies, officially referred to as Sciences Po Paris. In 2008, he was awarded the French Légion d'Honneur for his long-lasting contribution to the advertising industry and to the business world, and in 2016 he will officially be inducted into the Advertising Hall of Fame.
Dru is the author of six books, including Le Saut Creatif, Disruption, How Disruption Brought Order, Beyond Disruption, JET LAG, and The Ways to New.
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About TBWA Worldwide
TBWA Worldwide (www.tbwa.com) is a top ten ranked global advertising network that holds Disruption® at its core to develop business-changing ideas for the brands it works with. TBWA has 11,100 employees across 323 offices in 97 countries and also includes brands such as AUDITOIRE, BEING, Digital Arts Network (DAN), eg+ worldwide, The Integer Group®, TBWA\Media Arts Lab and TBWA\WorldHealth. TBWA’s global clients include Accenture, adidas, Apple, Energizer, Gatorade, GoDaddy, Henkel, McDonald’s, Michelin, Nissan, Pernod Ricard, Pfizer, Standard Chartered Bank, Singapore Airlines, Sotheby’s and Vichy. Follow TBWA on Twitter and Instagram and like us on Facebook.
TBWA is part of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com) a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.
U.S. PR Manager
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