Jean-Marie Dru, president of TBWA\Worldwide, first introduced the concept of creative Disruption in marketing in 1992. He spoke about a radical shift in the industry and presented Disruption® as a marketing tool. He also launched a full-page ad titled “Disruption” in The Wall Street Journal, Frankfurter Allgemeine, and Le Figaro.

He was the first to bring the term into the business world and officially trademarked it. Once Disruption® gained a positive connotation, it quickly gained recognition, appearing in numerous articles and publications, including Forbes, Fast Company, and AdAge.

When asked, “How do we perceive Disruption®?”, the answer is found in groundbreaking innovations that transformed the world—such as the first mobile phone introduced by Motorola engineer Martin Cooper in 1973 and the launch of the iPhone by Steve Jobs in 2007. Since then, technological advancements have continued to challenge norms and create new markets.

This shift, often referred to as Disruption®, describes the process of radically changing business models, products, or services through new technologies, approaches, or ideas. The result? Companies and markets are forced to adapt, driving significant changes in the economy and society.

The term “Disruption” originates from the English word “disrupt” (“to break apart” or “to interrupt”), rooted in the Latin disruptio, meaning a break to the point of destruction.

At TBWA, we define Disruption® as a break from the status quo, paired with the pursuit of unexpected solutions. The best way to help brands grow is often through strategies that require Disruption®.

Disruption® is not just about survival—it’s about progress. Growth comes through continuous refinement or breaking away from convention. Embracing disruption isn’t only necessary to stay relevant; it’s a way to discover untapped potential.

Visionary leaders such as Steve Jobs, Jeff Bezos, Herb Kelleher, Bernard Arnault, Elon Musk, and Jack Ma have proven that unconventional thinking is not just about risk—it’s about opportunity.

They refused to conform to rigid ways of thinking and acting, demonstrating that they are free spirits, unbound by traditional norms. They also embody the key traits of great leaders: clear vision, technical expertise, the ability to make quick decisions, and a relentless drive for success.

This year, TBWA\Entelia, a member of the TBWA network, celebrates three decades of creativity and bold ideas. With the power of Disruption®, it redefines communication, giving brands a competitive edge and a greater stake in the future.