David Droga

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? ”

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. ”

The chaos of two cultures merging is the best time to forge a new identity to unify people, because everyone is looking for answers and everybody's looking for leadership. That's when there's an opportunity to say, 'OK, this is what we stand for.' People aren't set in their ways because everything is up for grabs. ”

People can't pay you to care. People can't teach you to care. But when you find something that you care about, you give it everything you've got. You never settle. And you are always pushing to learn and be better and support those around you. All I've tried to do in my career is care. ”

My first job in advertising was actually in the mailroom of Grey Advertising in Sydney. ”

Sometimes the best ideas will come in the least inspiring places. ”

Long before social media existed, the proto-tweets of advertising had penetrated American popular culture: 'A mind is a terrible thing to waste.' 'Where's the beef?' 'A diamond is forever.' 'Think different.' You'd be hard pressed to find a writer's craft that has more directly influenced the vernacular. ”

It's not about being the biggest or the place with the most pins in a map. We want to be the most influential. We talk about trying to build the most influential agency in the world. ”

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. ”

There's so much advertising on television that I find just lazy, just so lazy. I'm like, 'Why are they doing that?' ”