Australian - Businessman | 1968 -
I'm not embarrassed to be in advertising. But I'm embarrassed by a lot of advertising.
David Droga
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I don't want to sound too worthy here, but I want to do something that honestly contributes something positive to society.
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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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Nothing connects with people like humanity. That doesn't mean you have to tell slice-of-life stories all the time. But you know, with so many options in technology, the consumer's not really that interested in advertising... They are interested in great stories. That transcends any medium.
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We're moved by emotions and characters and stories. We love that.
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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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Over the years, advertising had become very lazy, very visual. Visuals are important, yes, but as a part of the story.
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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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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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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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I'm not an executive. I'm a creative person.
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It seems like not a lot of the world's issues can be solved by big government. But they can be solved by brands, and brands putting their best foot forward need advertising.
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