|"Method disruption helps to create brand-leaders"|
|Today Jean-Marie Dru is the president and CEO of TBWA'international. In 1996 he published the book "Disruption: Overturning conventions and Shaking Up the Marketplace", in which he proposed a radical new thinking about brand building. In the interview to our magazine he tells the essence of disruption method, gives many examples of disruption and advice how to persuade Russian advertisers not to be afraid when they are not like others: "It is necessary just to make them understand that they lose money. To achieve success in advertising you should be different. In the other way you help your competitor".