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The Disruption Effect

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About

Not-just-another Aussie in the Big Apple, Troy Ruhanen has been a New Yorker since 2004 and at the helm of TBWA for a decade. 10 years of disruptive creativity for some of the world’s biggest brands.

He describes them as companies in categories of one. And luckily for SXSW, he’ll be bringing a good mate and business partner to share what they both believe is on the cards for the future of creativity.

Back in business together since 2023, Troy and Telstra’s CMO, Brent Smart, will also share how the tenets of TBWA’s famous Disruption® methodology have already been applied to the brand.

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