The first element is vision. At TBWA, we define ourselves as The Disruption® Company. Those not familiar with TBWA’s history and with its role in shaping the word disruption might be a bit surprised. They should know, however, that using the word disruption in a business context originated with our agency. We were also the first to give the term a positive connotation. Many might consider disruption to have become an overused, even somewhat generic concept. But as I stated previously, what makes a vision great is not so much its originality as its authenticity. TBWA has been cultivating this vision for almost 30 years.
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