A McKinsey-Like Droga

We last looked at David Droga on August 23rd, after he stepped down as worldwide creatice director at Publicis–kind of a bold move for a 37-year old.
The Feb. issue of Creativity catches up with him.

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.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.