David Droga Quotes
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I am the most competitive person you will ever meet.
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It's one of those weird things where I'm always curious about what's next. It's not just an empty restlessness, I try to appreciate things as they're going along and in the moment, but when things are good, I'm always anxious about how I can better that or take it on further.
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We're communicators, we're problem solvers, and we're lateral thinkers, and there's nothing that can't be improved with that. The world needs us, and we want to be needed.
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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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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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I set up Droga5 because I really believe in the power of advertising. But I believe in the power of advertising that's in synch with what consumers want.
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There are certain people throughout my career I've earmarked as smart people I would like to work with. And I'm not just talking about advertising people.
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Our ambitions are not limited to quarterly results. Our ambitions are linked to a belief in what we do. And one of the definite privileges of success is being able to see beyond yourself.
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It's not rocket science: The best ads tell great stories. They look and feel like the content you're already consuming. They invite you in. They make you laugh. They teach you something. They also sell.
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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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The majority of advertising agency creatives are creative people, but we've disciplined ourselves to think within traditional formats. I want to change that.
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Creativity has got to have some edge to it, doesn't it?
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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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Copywriters on Madison Avenue constantly grapple with the question of where their work sits on the totem pole of 'real' writing.
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We don't like offending anyone.
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Advertising is full of great thinkers. This is a powerful industry and does a lot more than we take credit for.
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If we turn on our best, where do we go from there?
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The first brand that can purpose-build great stories for mobile, that can target in a relevant but noncreepy way and understand that it's the individual that matters, not the algorithm, is the first brand to win mobile and, possibly, the future.
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When I first made some comment when we launched that part of our purpose was to do stuff that has social ripples, lots of people said it was such a glib thing to say. I actually believe that.
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The creative people I admire seem to share many characteristics: A fierce restlessness. Healthy cynicism. A real world perspective. An ability to simplify. Restraint. Patience. A genuine balance of confidence and insecurity. And most importantly, humanity.
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I can say firsthand Under Armour is a values-based people company, and this hasn't deviated for any administration.
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Online is amazing, but it, in itself, is not a solution.
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The agency is who it is because of many, many, many chapters that needed to happen.
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I was always obsessed with being a writer of some sort.