Team Eleven


Advertising against the grain: how brands can effectively cause industry disruption


As marketeers, we are used to having our finger firmly on the pulse of industry trends, constantly pulling inspiration from successful campaigns to drive our own work. But it’s always a welcome opportunity when an event challenges us to think about going against the grain and breaking away from industry norms. More specifically, how brands can use their strategy to disrupt the norm and affect positive change. So, what are the ingredients for effective industry disruption?