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.
Being the youngest of five boys with a younger sister, being the only one who didn't go to university, I had to prove it was the right decision to go into advertising.
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.
If you're advertising on Facebook, the work you're doing should be made better by being on Facebook. You can't just be repurposing old TV commercials and hoping to get traction; that's very primitive. The question, always, is, 'How is this idea made better by this medium?'
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.
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.
