MERCADEO Versión en español
Jean-Marie Dru from TBWA: There is an innovation deficit in many companies
Manuela Walfenzao| 15 de diciembre de 2015
Jean-Marie Dru, Chairman de la red Ominicom de TBWA Worldwide
Jean-Marie Dru, Chairman of TBWA Worldwide´s Ominicom network, is known for his books on disruption as a business concept. The term continues in vigor and is often used by application and digital startup developers. This week, the marketing expert published his sixth book on the topic, The Ways to New: 15 Paths for Disruptive Innovation.Almost 20 years ago, Dru lauched Disruption: Overturning Conventions and Shaking up the Marketplace. It immediately turned into a mandatory read for many strategists and planners in the advertising industry. This last edition is about the evolution of disruption and innovation deficit.”It seems strange to talk about an innovation deficit when you have Google, Amazon, the startups, the biotechnology, the nanotechnology and all that” explained Dru. “But you have to know that all these industries that are high-tech oriented, represent 20% of the worldwide economy. The remaining 80% of companies are transformed by digital, but that doesn’t mean they’re becoming more innovative. And in fact there is a lack of innovation, which is one of the reasons why there is not a sufficient growth rate in many companies.”The executive explained that the term disruption has become overused and that, as opposed to its current meaning (the result of someone who has destroyed a marketplace), it is a very specific word that refers to “a methodology to say what could be. It’s about what you can do with a brand in the future.””I still believe that 20 years from now, clients will come to us to build their brands” he concluded.
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