Something I have been asked recently was about TBWA's disruption philosophy in digital, and how this could be possible given that the point of digital is engagement? Well firstly the point of disruption, if I 'get it' right, isn't to disrupt people but disrupt convention of markets. So for digital it stays the same, how can we create an experience that disrupts the convention in order for it to truly stand out from the crowd.
Secondly just saying that the point of digital is engagment is misguided. The buzz is about participation and engagement. Yes this is something that digital now allows but to say that other types of digital creative activity are redundant is misguided. It is about getting the mix and balance right and for me they are all centred on experience. Whether this experience involves participation is the question...
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