Why can't I prove that advertising can manifest itself in a way that doesn't necessarily mean television ads but changing behaviour and creating a brand out of something that already exists?
If you can allow yourself to do more good with your creativity by being successful, then that's a great thing.
Just because you can do something, it doesn't mean you need to - restraint is something I admire.
I am the most competitive person you will ever meet.
I'm not embarrassed to be in advertising. But I'm embarrassed by a lot of advertising.
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.
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.
We're moved by emotions and characters and stories. We love that.
Each consumer has the power of their wallet and their voice. They can exercise that.
There's so much advertising on television that I find just lazy, just so lazy. I'm like, 'Why are they doing that?'
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.
Great advertising triggers an emotion in you. It has purpose. It touches a nerve, and that provokes a reaction.
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.
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.
I'm not an executive. I'm a creative person.
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.
I believe in creating ideas that consumers actually want to engage in, creating movements with our thinking and not bombarding them into submission.
There is good business doing good.
I don't want Droga5 to be the biggest agency; I want it to be the best.
One day, when I have advertising out of my system, I want to be Prime Minister of Australia.
