David Droga Quotes

We inside Diesel are the first consumers of our advertising. We make ad campaigns for our own amusement - that's why they succeed.

A lot of advertising has gotten worse. I think it's kind of lost its nerve, to be honest with you. I feel like the advertising of the '60s, they were nervier. You know why? Because there was less at stake.

Advertisers also know that humor can help bond us to their product.

You must make the product interesting, not just make the ad different. And that's what too many of the copywriters in the U.S. today don't yet understand.

The more informative your advertising, the more persuasive it will be.

I've done a number of Super Bowl ads. And that is the best advertising of the year. That is when people realize they're going to be compared directly against other ads.

Most brands want to see their products used in creative ways.

You can't test great advertising. You can only test the mediocre. Not that I don't care about demographics. You have to understand who you're going after.

What you say in advertising is more important than how you say it.

When you focus on the consumer, the consumer responds.

There was a period of time in America where the advertising world actually went to the housewives of America and had them write jingles that would appeal to them. It was actually brilliant marketing.

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

Advertisers really want to create ads that are relevant to the realtime experience.

You can define advertising as the science of creating and placing media that interrupts the consumer and then gets him or her to take some action.

If your advertising goes unnoticed, everything else is academic.

Great designers seldom make great advertising men, because they get overcome by the beauty of the picture - and forget that merchandise must be sold.

It's in our best interest to put some of the old rules aside and create new ones and follow the consumer - what the consumer wants and where the consumer wants to go.

It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.

I want everybody in the news business to think of ABC before they go any place else. If it costs us an extra few thousand dollars to do that, what does it mean?

To me, great advertising can make food taste better, can make your car run smoother. It can change your perception of something. Is it wrong to change your perception about something? Of course not. I'm not lying; I'm just saying, 'This one's more fun, this one's more exciting.'

When you think of a brand, you should immediately understand it from the advertising attitude, from the words and visuals.

Advertising must respect the intelligence of its audience and if it does not prompt them to think, it will be instantly dismissed.

There is no such thing as a permanent advertising success.

I tell young entrepreneurs to use the leader in their industry and as a benchmark as they work to create their own brand. Don't look at what your competition is doing - if you emulate the leader in your industry, you will achieve a higher level of engagement with consumers and make their buying experience richer.

We've patented the idea... of using the address book as a place to declare that you like a brand. By so doing, the brand has now got your permission to send you personal messages - it could be money off offers, coupons, promotions, just information, whatever is appropriate.