David Droga Quotes
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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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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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My mother had to label all our clothing. As the youngest boy, all my tags read Droga5.
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If we can find our storytelling in more complimentary ways with the technology, I think it's just going to get better and better.
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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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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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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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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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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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If we turn on our best, where do we go from there?
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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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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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Creativity has got to have some edge to it, doesn't it?
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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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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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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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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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Online is amazing, but it, in itself, is not a solution.
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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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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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Your campaign shouldn't just die the day you spend your last cent.
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I was always obsessed with being a writer of some sort.
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Australians are gypsies by nature. I've been fortunate enough to experience different regions of the world.
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We don't like offending anyone.