I’ve become obsessed with producing doing work that doesn’t necessarily start with a given template. 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. However more and more ideas are three dimensional and experiential and don’t just circle the fringes of pop culture, but rather create or influence it.
I’m not going to go after accounts from other agencies. My objective is to get in earlier in the food chain of where clients’ decisions are made so I can actually get into their other budgets like R&D. Companies can either retrench their way to higher profits or think their way to higher profits. McKinsey is out there, and gets paid half a million dollars a week to go into companies and come back with a dozen rational solutions to building a stronger, better business. Why can’t someone go in there and come in with logical, creative solutions?
Droga is proof that shift happens, even on Madison Avenue.