Disruption is a strategic approach in advertising communication developed in the 1990s by Jean-Marie Dru and the agency TBWA. It consists of identifying and breaking with cultural conventions and established practices in a market in order to create original and creative campaigns that allow a brand to stand out. This process is based on a three-step approach: analyzing existing norms, finding an innovative disruption, and then defining a clear vision to guide the brand. Initially focused on advertising, the concept of disruption has expanded to refer to significant changes in marketing practices, particularly with the rise of digital.