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" 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. "

David Droga

Think

Mind

Social Media

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" I'm not embarrassed to be in advertising. But I'm embarrassed by a lot of advertising. "

" 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. "

" The greater the pressure and expectation, the more I relish the opportunity. "

David Droga

Expectation

Opportunity

" I don't want Droga5 to be the biggest agency; I want it to be the best. "

" 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. "

" Do something great that you really believe is great. "

" If you don't have reservations, you're a fool. You can't go blind into something. "

" 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. "

David Droga

Needs

Nothing

" If we turn on our best, where do we go from there? "

" If people know they're being sold to, you can celebrate the sell. "

" I really care about leaving a trail of goodness wherever we can. "

" 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. "

" Copywriters on Madison Avenue constantly grapple with the question of where their work sits on the totem pole of 'real' writing. "

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

" 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. "

" If we can find our storytelling in more complimentary ways with the technology, I think it's just going to get better and better. "

David Droga

Find

Think

" Creativity has got to have some edge to it, doesn't it? "

" Just knowing you're putting something out there that could take on a greater life - that's our sweet spot. That's what we try to do. "

" There are few forces for good as extensive and important as the United Nations. Being able to work with them and other global aid organisations for World Humanitarian Day is a humbling and extraordinary opportunity. "

" 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. "

" I can say firsthand Under Armour is a values-based people company, and this hasn't deviated for any administration. "

" If you can allow yourself to do more good with your creativity by being successful, then that's a great thing. "

" I don't want to spread myself so thin that I achieve nothing. "

" The average billboard has no more than eight words. It takes a lot of effort to make a beer, rice, or shampoo seem special in eight words. "

" We're moved by emotions and characters and stories. We love that. "

" We're in the business of influence. And if we're going to be in partnership with anybody, I want it to be with people who have amazing access and influence. "

" 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. "

" 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? "

" Each consumer has the power of their wallet and their voice. They can exercise that. "

" 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. "