The world has changed. Where, in the past, we were able to rely on pushing advertisements at consumers through television, radio, press and outdoor; today consumers only consume messages that interest them and in their preferred media. This means a much wider range of media. Traditional media is still important, but these media have been joined by an increasing number of consumer defined digital channels including social media, mobile, Web, mobile applications, etc. The biggest shift is that our consumers have become a media audience first and a consumer second. Today they have the ability to screen out ads through the use of a PVR, use their mobile phone for news and updates and get onto the internet to interact with their friends. This change in control requires a different model. The recognition of audiences has lead TBWA to think in terms of multi-channel campaigns which, at their core, account for how our target consumes media. And the recognition that everything is media: packaging, call-centers, product, service packs, television programming, PR, experiences, digital, shopper experiences, mobile applications, promotions. In order to manage this complexity TBWA has developed a new strategic and creative methodology; we call this Media Arts. Media Arts is the management of brand behaviour across multiple audience touch points and carefully considers paid (e.g. television), earned (e.g. word of mouth), created (e.g. content) and owned (e.g. packaging/product) media. The TBWA Group comprises of specialised divisions comprising advertising, retail, mobile, web, promotion, event and experiences. The challenge is to orchestrate a brand's behaviour across these multiple channels. This requires a powerful unifying idea. This is where TBWA's core strategic and creative philosophy, Disruption, comes into play. A Disruptive idea defines the brand's behaviour across all channels while supplying the core means for differentiation and business growth.