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WHY
DISRUPTION®
WORKS?
Kalle Kanerva, Strategy Director
May 19th 2016
21st CENTURY"
BEHAVIOUR
#uskallauudistua
3
SOME SAY...
4
INNOVATION GENERATES
BUSINESS VALUE AND
GROWTH.
5
TRANSFORMATION,
DIGITALIZATION AND
ECOSYSTEMS ARE THE
KEYS TO SUCCESS.
6
WINNERS FOCUS ON DATA
DRIVEN CUSTOMER
EXPERIENCE.
7
(BUZZWORD BINGO
WINNERS MAY LEAVE NOW)
8
BUT IN REALITY...
9
10
INCREMENTAL
IMPROVEMENT 
< 10 %
11
= INCREMENTAL
RESULTS
12
SO WE SAY...
13
DISRUPTION®
1425 YEARS OF DISRUPTION®
15
DISRUPTION® DEFINES A VISION
THAT BREAKS MARKET
CONVENTIONS AND CREATES NEW
PLATFORM FOR GROWTH
PRINCIPLES OF DISRUPTION®
Disruption®

Surprising, positively
different way to achieve
the vision and
accelerate business
g...
IF YOU TRY TO MASTER THE
SAME THINGS AS
COMPETITION, YOU CAN
ONLY BECOME AS GOOD 
– ESCAPE CONVENTIONS
IF YOU TRY TO MAKE
AN IMPACT USING OLD
MEANS, YOU CANNOT
EXPECT NEW RESULTS
– USE THE FUTURE
IF YOU WANT TO CHANGE
PERCEPTION, YOU MUST
DO EXCEPTIONAL THINGS
– ALWAYS ON
20
DISRUPTIVE 
BREAKTHROUGH 
10 X
21

Marketing communications
Products & Services
Business model
LEVELS OF DISRUPTION®
22
ALL BUSINESS IS
HUMAN EXPERIENCE
23
DATA IS ABOUT
UNDERSTANDING
HUMAN BEHAVIOUR
21st CENTURY"
EXAMPLE
25
https://youtu.be/3zMlp9fL5Cs
26
27
https://youtu.be/ja-n5qUNRi8
28
48,684,034 VIEWS
29
3 KEY TAKEAWAYS
1. PEOPLE
Make people the
differentiator, they are
never a commodity.
Energize and connect
customers and
employers.

 30
2. CULTURE
Create and nurture
culture, work at the speed
of culture, but never
follow.


 31
3. SOLVE
Find a problem and fix it.
When you launch a real
solution to a real problem,
you'll create real value.


 32
33
ENOUGH WORDS, 
LET'S ACT...
34
DO YOU HAVE A
CAMERA ON YOUR
MOBILE?
35
HAVE YOU EVER 
POSTED A SELFIE?
36
TAKE A SELFIE W FRIEND
AND SHARE THE LOVE:

[YOUR IMAGE HERE ]





#uskallauudistua
#vismasolutions
37
I DARE US TO MAKE A
STATEMENT!
38
39
40
...AND ALWAYS
REMEMBER
20 years of experience in account, strategy & creative roles. Kalle is a passionate
marketing professional with successful...
OUR 
NETWORK
11,000
PEOPLE
323
OFFICES
97
COUNTRIES
TBWAHelsinki
Fredrikinkatu 42
00100 Helsinki
Finland

Management
CEO Sami Tikkanen
CSO Marco Mäkinen
CD Theodor Arhio
CDO ...
Disruption® visma solutions_tbwa_kallekanerva
Disruption® visma solutions_tbwa_kallekanerva
Disruption® visma solutions_tbwa_kallekanerva
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Visma Solutions Asiakaspäivät 2016 #uskallauudistua Kalle Kanerva

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Disruption® visma solutions_tbwa_kallekanerva

  1. 1. WHY DISRUPTION® WORKS? Kalle Kanerva, Strategy Director May 19th 2016
  2. 2. 21st CENTURY" BEHAVIOUR #uskallauudistua
  3. 3. 3 SOME SAY...
  4. 4. 4 INNOVATION GENERATES BUSINESS VALUE AND GROWTH.
  5. 5. 5 TRANSFORMATION, DIGITALIZATION AND ECOSYSTEMS ARE THE KEYS TO SUCCESS.
  6. 6. 6 WINNERS FOCUS ON DATA DRIVEN CUSTOMER EXPERIENCE.
  7. 7. 7 (BUZZWORD BINGO WINNERS MAY LEAVE NOW)
  8. 8. 8 BUT IN REALITY...
  9. 9. 9
  10. 10. 10 INCREMENTAL IMPROVEMENT < 10 %
  11. 11. 11 = INCREMENTAL RESULTS
  12. 12. 12 SO WE SAY...
  13. 13. 13 DISRUPTION®
  14. 14. 1425 YEARS OF DISRUPTION®
  15. 15. 15 DISRUPTION® DEFINES A VISION THAT BREAKS MARKET CONVENTIONS AND CREATES NEW PLATFORM FOR GROWTH
  16. 16. PRINCIPLES OF DISRUPTION® Disruption® Surprising, positively different way to achieve the vision and accelerate business growth Vision Shared, clear view of the future ahead. Convention Recognizing and understanding the market and industry conventions
  17. 17. IF YOU TRY TO MASTER THE SAME THINGS AS COMPETITION, YOU CAN ONLY BECOME AS GOOD – ESCAPE CONVENTIONS
  18. 18. IF YOU TRY TO MAKE AN IMPACT USING OLD MEANS, YOU CANNOT EXPECT NEW RESULTS – USE THE FUTURE
  19. 19. IF YOU WANT TO CHANGE PERCEPTION, YOU MUST DO EXCEPTIONAL THINGS – ALWAYS ON
  20. 20. 20 DISRUPTIVE BREAKTHROUGH 10 X
  21. 21. 21 Marketing communications Products & Services Business model LEVELS OF DISRUPTION®
  22. 22. 22 ALL BUSINESS IS HUMAN EXPERIENCE
  23. 23. 23 DATA IS ABOUT UNDERSTANDING HUMAN BEHAVIOUR
  24. 24. 21st CENTURY" EXAMPLE
  25. 25. 25 https://youtu.be/3zMlp9fL5Cs
  26. 26. 26
  27. 27. 27 https://youtu.be/ja-n5qUNRi8
  28. 28. 28 48,684,034 VIEWS
  29. 29. 29 3 KEY TAKEAWAYS
  30. 30. 1. PEOPLE Make people the differentiator, they are never a commodity. Energize and connect customers and employers. 30
  31. 31. 2. CULTURE Create and nurture culture, work at the speed of culture, but never follow. 31
  32. 32. 3. SOLVE Find a problem and fix it. When you launch a real solution to a real problem, you'll create real value. 32
  33. 33. 33 ENOUGH WORDS, LET'S ACT...
  34. 34. 34 DO YOU HAVE A CAMERA ON YOUR MOBILE?
  35. 35. 35 HAVE YOU EVER POSTED A SELFIE?
  36. 36. 36 TAKE A SELFIE W FRIEND AND SHARE THE LOVE: [YOUR IMAGE HERE ] #uskallauudistua #vismasolutions
  37. 37. 37 I DARE US TO MAKE A STATEMENT!
  38. 38. 38
  39. 39. 39
  40. 40. 40 ...AND ALWAYS REMEMBER
  41. 41. 20 years of experience in account, strategy & creative roles. Kalle is a passionate marketing professional with successful track record in working for international clients and leading brands. His goal is to build his clients business a better share of the future. Strategy @ TBWA Disruption® Works Contact information: kalle.kanerva@tbwa.fi +358 40 5752992 Twitter: @disruptionwork3 LinkedIn: https://fi.linkedin.com/in/kallekanerva KALLE KANERVA Strategy & Concept, Finland
  42. 42. OUR NETWORK 11,000 PEOPLE 323 OFFICES 97 COUNTRIES
  43. 43. TBWAHelsinki Fredrikinkatu 42 00100 Helsinki Finland Management CEO Sami Tikkanen CSO Marco Mäkinen CD Theodor Arhio CDO Jeroen van Hove Key clients: Nissan, TeliaSonera, Atria, Fortum, Tieto, Aalto University, VVO, Danske Bank, VR, Neste, GE, ABB, Koff, Anttila Finance: * Revenue 10,1m€ (2015) * 105 employees * Founded 1988 Recent creative awards TBWAHelsinki is the most internationally awarded marketing agency group in Finland. * Cannes Lions (adidas) * The One show (adidas) * Effies (Nissan) * Eurobest (BuyThis) * Golden Drum (adidas) About the agency Specialized to build growth platforms for brands by disruptive brand behaviour. Our expertise covers a comprehensive marketing strategy and creative design and implementation of marketing communications and harvesting the latest creative technology powered by insight from data. We are a true digital native agency operating with the speed of culture. Special competence units * D-WORKS Disruption consultancy * INTEGER Retail/shopper marketing * PILOT Innovations & branded content * LIVE Real-time marketing operations * SCREEN Agile video productions * COMMS Pr/influencers Core skills * Brand strategy * Advertising * Design * Digital * Social media * Retail * Analytics * PR Disruption philosophy We start with DISRUPTION® at the core of everything we do. DISRUPTION® defines the vision that breaks the market conventions and creates a new platform for growth. DISRUPTION® Strategy DISRUPTION® Live DISRUPTION® Innovation TBWA global network * 11.100 people * 323 offices * 97 countries * CEO Troy Ruhanen * Chairman Jean-Marie Drue Key global clients * Apple * Nissan * adidas * Airbnb * Netflix * Twitter

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