Internally, we’ve been “unlearning”
a lot of the old ways and relearning new ways through our new capabilities, including consulting, precision marketing, in-house film making, and creative technologies. Externally, we’ve been trying to “de-stereotype” our image as a creative agency per se – the category convention intertwined with a great deal of characteristics, both good and bad, from the Mad Men time.
We live in an era of “Identity Economics”
where there is little space neutrality; our identities shape our decisions. We’ve seen its impact in the worldwide green movement, the Extinction Rebellion, and the recent local social unrests. It’s important for brands to present their values that are greater than just tangible benefits.
There are a few reminders
that I have for myself that keep me focused on the idea of disruption. Firstly, we need “zero in” and make no assumptions about what we know. It’s then also important to find the real enemies, and to be meticulous and vigilant with our plans and goals. But in order to do so, we must put our skin in the game, and be brave. And lastly, as we will also remind our clients, don’t cling on to past glories or failures. Learn and move on quickly.