Lessons from the new disruptors

Brian Carruthers

Big brands everywhere are facing challenges from new competitors who have been able to tap into the opportunities offered by digital to establish a closer relationship with consumers.

“Trouble is inspiring,” Lucy Jameson of Uncommon London believes. “Where there’s trouble there’s usually a problem to solve, a bit of a mess – [and] there’s always a big opportunity.”

And that’s something venture capitalists are taking note of, she told the IAB Engage conference (London, June 2018). “They think there’s a lot of money to be made in attacking some of the bigger, older brands who don’t have a direct or really powerful relationship with their customers”. They’ve almost got a “hit list” of categories they think are ripe for disruption, she added.

Finding trouble

If marketers...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands