Narayan Kumar, who
was executive director with TBWA India has been redesignated as executive director and head of the agency's Disruption Practice.
Disruption is TBWA's strategic tool which it has implemented across the world. The tool is best defined as going†against the conventions or accepted ways of doing things to create something unique. It is based on the principle that to get noticed, one needs to go against the stereotype and refrain from what is common occurrence.†It is both a philosophy and a methodology that the agency adheres to and practises within the agency and with its clients.†
Commenting on the appointment, K George John, chairman and managing director, TBWAINDIA says, "Narayan's appointment as head of the Disruption Practice for India is a reiteration of our commitment to the process here in India. And appointing a creative person as the head of Disruption is a significant step towards amplifying the partnership of strategy and creativity."
He adds, "Disruption is what drives TBWA and helps our clients get a larger share of the future. Disruption will be the force that will help TBWA and our clients' leap-frog in India also."
When asked to comment on his new role, Kumar modestly, says, "Let the results do the talking."
He adds, "Right now, we need to evangelise it among our people and our clients. In India, the response to Disruption from a few of our clients such as Standard Chartered, Nutrine, Pedigree, Moser Baer, Twinings and Bajaj Allianz has been quite phenomenal, but we can still take this a lot further."
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