Quotes from David Droga

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?

There are unwritten rules to Facebook: People are using it to build their personas, and when they share something, they usually do so because they think it will in some way benefit others. So when we speak as brands on Facebook, we try to operate within those same parameters.

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

We're an industry obsessed with the storytelling side of things, the content. And then we got obsessed with the canvas. Is it going to be on television? Is it print? And now the canvas is mobile. But what we really need to think about is the context. The context is where and when the person is consuming it - location, time of day.

We don't like offending anyone.

We strive to do stuff that connects with people.

I strive every day to do things that make a difference.

Our work can always get better, and we are constantly striving for that.

I believe in creating ideas that consumers actually want to engage in, creating movements with our thinking and not bombarding them into submission.

I'm proud to say that I'm in advertising.

We're very much an advertising agency, but it's not about creating ads as we know it.

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

Do the work you believe in - if there's an authentic reason for doing it.

There is good business doing good.

Like anyone, I'm scared of failure. That drives you to work really hard.

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

People who want to express themselves effectively can learn a lot from the hard-won concision of the copywriter.

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

Before the term 'viral video' came out, we used the mass media to our advantage.

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