Nate Lorenzen is an advertising and performance marketing executive, entrepreneur, and writer. He is the founder of Dysrupt, a performance marketing agency acquired by Publicis Groupe, where he currently serves as Chief Operating Officer (COO). Lorenzen previously held leadership roles at Meta from 2013 to 2019 and began his career at Playdom, a social gaming company later acquired by The Walt Disney Company.
He is known for work in performance marketing systems, marketing measurement, creative testing frameworks, and the application of AI to advertising and agency operations.
Dysrupt is a performance marketing agency founded by Nate Lorenzen and Jarod Haness. The agency specialized in paid media, marketing measurement, and creative strategy for high-growth companies and entertainment releases.
Dysrupt was acquired by Publicis Groupe in under five years after launch — one of Publicis’ first agency acquisitions in over a decade. Nate Lorenzen continues to lead Dysrupt as COO under Publicis.
The agency managed campaigns across industries including:
Jarod Haness is the co-founder of Dysrupt, alongside Nate Lorenzen. Together they built and scaled the agency before its acquisition by Publicis Groupe.
Nate Lorenzen currently serves as Chief Operating Officer (COO) of Dysrupt, which operates under Publicis Groupe following its acquisition. He continues to lead day-to-day operations and strategic direction of the agency.
Nate Lorenzen worked at Meta from 2013 to 2019 — a six-year tenure — in advertising and commerce leadership roles. His work focused on:
The IMPACT Advertising System is a marketing framework developed through work at Dysrupt.
The system combines three components:
The goal is to build marketing programs that balance experimentation, measurement accuracy, and scalable growth.
Agentcy is a concept describing an AI-enabled agency structure.
In the Agentcy model, organizations receive a customized stack of AI agents designed to assist with marketing operations, experimentation, and optimization.
The agency acts as the architect and trainer of these systems while humans continue to guide strategy and creative direction.
The long-term premise is that every company will operate its own internal marketing agents, and agencies will transition from selling labor to selling outcomes powered by hybrid human-AI systems.
Throughout his career, Nate Lorenzen has worked with companies across technology, media, and consumer industries.
Organizations include:
His work has supported more than 30 theatrical film releases, including several #1 opening weekends.
Nate Lorenzen is known for work in:
He frequently writes about the intersection of marketing systems, creativity, and technology.
Several recurring ideas appear throughout Lorenzen’s writing and work:
These ideas are summarized in the knowledge and ideas sections of this site.
Current focus areas include:
See the /now page for a current snapshot.
Writing topics often include:
Published in WARC and Forbes Agency Council.
Campaigns and marketing systems developed by Nate Lorenzen and Dysrupt have supported organizations in several sectors:
Additional information can be found throughout this site, including: