Advertising agency TBWA hopes to see the contribution of its Asia-Pacific business grow to a third of its global sales, from 22 per cent, leveraging its trademark 'disruption' concept that inspires advertisers and audience alike to break free from conventional business thinking. The eight-year-old agency, part of the global Omnicom Group, said it would focus next year on Japan, Korea, India as well as China - the highest growth market, where billings have been growing 150 per cent annually over the past three years. 'There is such strong literacy in China, and the Chinese are used to absorbing propaganda,' said TBWA\\Asia-Pacific chairman Keith Smith. 'They are used to taking quite complicated messages and digging out the key ideas.' His remarks came after the country banned Nike's television commercial, 'Chamber of Fear', for violating regulatory norms that 'all ads in China should uphold national dignity and interest and respect the motherland's culture'. The US sportswear giant pulled the ads and issued an apology, saying it had no intent to give disrespect to Chinese culture. But Nike said it would not withdraw the advertisement from Hong Kong, where the response was much more positive. 'This happens everywhere in the world. You always have people complaining about advertising,' said Mr Smith. He added that his company was behind the controversial 'Wonderbra' outdoor billboard in Europe four years ago that sported the slogan 'Hello Boys'. 'We want to blur the lines of communication,' and using non-traditional means of submitting a message, said Mr Smith, calling the idea 'disruption'. A typical example of disruption is TBWA's 'vertical football' campaign for adidas in Japan. Rather than a standard sales pitch like 'adidas equals sport', the ads show two people defying gravity and playing football 12 storeys above the ground against a Japanese urban landscape.