David Droga Quotes
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Before we start anything creatively, we have a firm understanding of our objective and our frame of mind for the campaign. Who's our audience, and what's their day-to-day behavior? How can we complement those behaviors? How is our message more than an interruption? Why would people care about what we're saying?
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We're moved by emotions and characters and stories. We love that.
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I don't want Droga5 to be the biggest agency; I want it to be the best.
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Creativity for the greater good is where I aspire to be, and I mean that on several levels: of course, working with worthy causes that need support but also not just contributing to the pollution of crap advertising.
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There's so much advertising on television that I find just lazy, just so lazy. I'm like, 'Why are they doing that?'
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Do the work you believe in - if there's an authentic reason for doing it.
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Before the term 'viral video' came out, we used the mass media to our advantage.
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We strive to do stuff that connects with people.
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I'm in the industry, and I'll fast-forward through the ads most of the time. But I'll stop for the good ones.
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Beanbags and softball matches and a cool Twitter handle doesn't make young people want to work at your office.
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To be honest, while every market is very different, we are all still fundamentally moved and inspired by similar human truths - love, fear, belonging, desire, and so on.
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I would put down everything in my career to the fact that I cared - about what I do, who I work with, what I make.
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You hire well and just make sure you have enough runway for everyone to grow in the company's success. It creates loyalty and opportunity, really.
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My mother had to label all our clothing. As the youngest boy, all my tags read Droga5.
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I love traditional advertising and have built my career on it. However, I think that is one option, not the only option. If some of it ends up in that space, fine, so long as it does so because it's relevant to the desired outcome.
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We win more business, not because of pitching but because clients say, 'We like the work you're doing.'
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If you're advertising on Facebook, the work you're doing should be made better by being on Facebook. You can't just be repurposing old TV commercials and hoping to get traction; that's very primitive. The question, always, is, 'How is this idea made better by this medium?'
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I'm not an executive. I'm a creative person.
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I believe in creating ideas that consumers actually want to engage in, creating movements with our thinking and not bombarding them into submission.
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There is good business doing good.
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Why can't I prove that advertising can manifest itself in a way that doesn't necessarily mean television ads but changing behaviour and creating a brand out of something that already exists?
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The qualities I look for in planners or creatives is very much the same thing. Beyond the givens of talent and work ethic, I really look for people who are inspired by the everyday, people who are not afraid of the obvious and are able to reinterpret it into a creative and interesting manner.
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Visuals are compelling, but sometimes the only way to get your point of view and purpose across is through words. Great copy can be embedded in any medium, any technology.
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I don't want to spread myself so thin that I achieve nothing.