YouSaid · the spoken record

David Droga

lines on the record: 46
first: 2023-02-28
most recent: 2023-02-28
sittings or episodes: 1
sources: podcast

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“Luisa Vales, Justin Winslow, Nikki Williams, Janeme Ezequena, Mariel Karecker, and Katie Blazing. Become a member of Masters Scale to get access to a year's worth of courses and content on the Masters of Scale courses app. Find out more at masterscale.com slash membership.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
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2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“Taking a leap isn't just its own reward, although it can be a rush that puts a smile on your face. Rather, by jumping through the jungle gym, you can unlock new routes to scale and discover the unexpected opportunities that are closer to your grasp than you imagine. I'm Reid Hoffman. Thanks for listening.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“David, of course, knew he was one CO inside of a massive public company with many COs, but this was his chance to use his creative mindset and experience to build something original. Soon he would rename this massive jungle gym in twenty twenty one he rebranded Accenture Interactive to Accenture Song.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“Despite it feeling strange for David, the accenture job was a place where he could oversee more playgrounds. He had more slides, ropes, alleys, bars, and poles to swing from than he ever had before. This was the ultimate jungle gym, and he was in the ultimate position to help build something new.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“Instead of David's retiring, Accenture wanted to bring David into a higher leadership role as CEO of Accenture Interactive, which oversaw multiple ad agencies and marketing firms, thousands of employees, had billions of dollars of revenue and worked in countries across the globe.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“In Accenture, David saw something he couldn't resist, a company that could amplify Drogofive's capabilities from a technology and data perspective. This was David, finding an entirely new, more robust, and complex jungle gym. David sold Droga five to Accenture in twenty nineteen. They kept their name and independence under Accenture Interactive. David stayed on as Droga five's creative chairman. David made a strategic move to reposition his agency for a new environment. He saw a future coming.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“Despite the enormous success with WME now and Eva and opening up the possibilities of the industry, David knew that there were limits. He needed a hop to a new part of the jungle gym, or create his own. To do that, he looked towards a partnership that started a few years prior.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“Around the same time Droga V experienced its first round of layoffs, a relatively small setback after constant, steady growth throughout the agency's history. But it was a gut check for David. David also wanted to create something more secure as he thought about Droga V's next phase of growth.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“A few years into the partnership after WME became Endeavor, Arias Cosio, Patrick Whitzell, tried to buy the rest of Droga V. David wasn't certain this was the right direction.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“As David says, you don't know when markets or environments might shrink or shift. You have to be willing to jump sideways or vault into the unknown. This is not just for career changes, but it is also for companies looking for partnerships, mergers, or acquisitions. For David and Ari, this partnership paid off.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“Instead of making a conventional move of selling to a larger holding company, David made the jungle gym move and partnered with an agency that had similar creative goals. WME were similar jungle gymnasts, and David thought they could conquer the playground better together. In twenty thirteen, David sold minority shares to William Morris Endeavor and started a collaboration of content deals between the two businesses.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“Oga 5 represented clients like Coca-Cola, Prudential, and Spotify WME represented talent like Lady Gaga and Oprah Winfrey. Ari was interested in combining the resources between the advertising and entertainment world.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“Ari Emmanuel, Hollywood power player, and CoCO William Morris Endeavour WME, one of the entertainment's world-leading talent agencies, asked David to dinner to see about a potential deal with Droga V.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“It wasn't just his approach to clients, where David practiced leaving the ladder for the jungle gym. David took the same approach when it came to Droga V's business. He wanted to do something different than most agencies, whose aspiration was to become part of one of the mega holding companies that dominated the ad industry.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“Besides hip hop moguls, Droga 5 also worked with institutions during inflection points in the market and culture. At a time when its journalism was under fire and given the label fake news, the New York Times hired Droga five to help resist this label. David also wanted to convince consumers that news was worth paying for, especially when there was free content elsewhere online.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“Take the strategy with hip hop legend for the launch of his autobiography. Instead of just promoting his book with traditional ads, they made a jungle gym move. Drogo five pasted words from the book in locations linked and inspired by the text. From the pool bottom at a Miami hotel to the hood of a Cadillac, Drogo five posted the pages across cities around the world. To find these, you'd search for these locations and a type of scavenger hunt using the Bing search engine, which also engaged another one of Droga five's clients, Microsoft.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“Gail followed her instinct and left the latter of what she was supposed to do and made her own jungle gym decision. It's a lesson not only artists and creators can learn, but also companies. When it came to working with clients, Droga V was at home in their jungle gym. They leapt, swung, and vaulted high and above the competition, towering over the playground. Drogophy's work collected the agency of the year ward multiple times, and later won ad week's agency of the decade. Nearly every year, Droga five increased their revenue and staff, and more importantly, the influenced not only the advertising industry, but also many cultural moments.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“Despite breaking the rules, the stamp would sell out the forty million first run, then another ten million more, which was rare for a limited edition printed stamp”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“With the directive to not use words on the stamp, Gale quickly did a stamp with words with little hope the committee would change their minds.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“When playing in a jungle gym, you sometimes fall when you take a sideways leap. It hurts with lost revenue, time, and resources. For David, honey shed was an experiment that ended in a fall. The trick is when you fall from an experimental move to learn from it, dust yourself off, and get back to traversing. In general, creativity is about taking risks, being willing to leave the ladder. Most high impact creations depend on this willingness to test a new idea or break the formula. For one example of how an unexpected leap can unlock opportunity, we talked with educator, writer, and designer Gail Anderson. She was asked to help design a special US postal stamp commemorating the emancipation proclamation by one of the postal art directors.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“Troga 5 was not going to pump out assembly lines of a hoax videos, even with the Air Force One success. David wasn't going to follow the typical formula or ladder progression of a branding and advertising strategy. Every client would get something that was appropriate for them and their audience. Some Madroga five's other clients would include Microsoft, Kraft Foods, and President Barack Obama. Of course, a jungle gym approach doesn't mean you succeed every time you leap for a new area. Soon after the Mark Echo project and the establishment of Droga V as a force to reckon with, David tried to create a novel platform, honey shed.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“Video, of course, was a hoax. It was also a different kind of advertisement and strategic branding than anyone had seen before.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“hired an actor to hop a fence and stage a tagging, spray painting Echo's brand of the not real Air Force One. They edited the video to make it look like a group of graffiti artists film the stunt. Then Droga 5 released the video online into news agencies. The final product looked nothing like a formulaic traditional promotion.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“Along with a set that included a rented and painted 747, David and his team drove past Andrews Air Force Base. They got shots of the highway sign at night, the real fence perimeter. Later, they mixed real footage with their stage footage.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“David didn't want to make an ad. He wanted to create attention and curiosity, which in this case involved finding the ultimate heavenly sight. He wanted that piece of creativity to be something for a specific audience. That meant he needed to be He wanted a pink graffiti on Air Force One. Although not the real one, they needed a plane to look like Air Force One and they needed the video to look like it was really at Andrews Air Force Base.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“What led David to do something that might break the Patriot Act? It was rooted in the vision of what David wanted Droga five to be as an advertising agency.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“Back with David Droga of Droga V and Accenture Song on Swinging Through the Jungle Gym rather than climbing the ladder. If you're enjoying this episode, tell your friends to listen to. Just tap the share button on your podcast app and to hear my complete interview with David become a master's scale member at masterscale. com slash membership or you can join through the masterscale courses app found in the app store of your choice. There are so many moments we didn't have time for in this episode, more on David's leadership style and nurturing creatives. And you'll hear about the funny origin of where the name Droga Five came from. Plus, hear how David could an ad campaign for President Barack Obama. You won't want to miss it. Before the break, David told us why, after he'd had a successful advertising career, he decided to start his own independent agency, Droga five, for one of their early clients, Mark Echo,”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“It was one client, fashion designer and graffiti artist, Mark Echo, and the campaign Droga five created for his brand, Echo Unlimited, that would impress every advertiser who had dared to get on the jungle gym. It would become a cultural phenomena. Because Mark was a graffiti artist and part of his brand was being creative and gritty, David and his team thought of an ultimate location to leave a graffiti tag. What if we could tag one of most famous planes in the world?”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“Despite their office situation, David felt at home and felt that this was the type of place where he could build his company, the furniture and scrappiness of the place matched the culture David wanted to build.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“David took the entrepreneurial leap and started his own company. He did this in part because he missed the joy of creating every day, sitting across the table and solving a problem, to get back to the jungle gym and off the ladder in his corner office. He realized he was already in the advertising capital of the world, New York City. Drogo five functioned as a way to get back into the jungle gym, but first he needed to create his own rope course to reach the clients and opportunities he needed to get started. He was stepping into a completely different environment.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“Thing about people who climb a jungle gym is that they tend to get bored if they stay in one spot for too long. They need to reach for new sections, test themselves, and welcome unusual climbing challenges. For David, he was ready to take the next leap.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“David saw something in the new opportunity Oman, the new startup, aligned with David's aspirations and desires for what he wanted to make. So he hopped off the ladder. This move would set the tone for David's entire career. He flourished and began to make his name as a writer for advertising. After Oman, David made more dashing jumps. He took a job in Singapore to lead the local agency of Sachy and Sachi. Later, at the age of twenty nine, he became executive creative director at Sachi and Sachi in London. In 2000, Sachi and Sachi was bought by a French company called Publicis. David was soon offered the position at Publicis worldwide, chief creative officer. The position took him to New York City. As David settled into the role, however, he began to feel like a collected trophy when he wanted to be an active athlete.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“For many, the latter of going to college is a great choice, but for David, the mail room offered a peek into the jungle gym world of advertising. As part of his job, David could pop in a meetings all over the agency. He saw other creatives work and had informal chats. He was absorbing knowledge and experience of the inner workings of an ad agency at a higher concentration than he would have had at an institution. The mailroom job itself wasn't a jungle gym, but it's how David approached the job and David's mailroom acrobatics paid off. After securing top honors at a night school for the advertising industry, he landed a job as a junior writer at a local agency. He had a clear career ladder ahead of him, but soon he felt the call.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“But advertising connected the business experience of his father and the creative influence of his mother. Once David was introduced to advertising, he leapt at it.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“Instead of accepting his circumstances, he leapt into what such a place did give him, through play, the outdoors, and the books and art, he cultivated his own source of entertainment. He developed a set of skills and mindset that would prepare him to make Jungle Jim moves.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“In his childhood landscape, David found magic and ways to power his imagination. While David's business minded father ran the ski resort, his mother was an artist and a poet, and surrounded David and his six siblings with books and art.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“In 2006, David founded Droga V after building a distinctive reputation for creativity at advertising icons like Sachi and Sachi. If you haven't heard of Droga 5, you have likely seen their creations. Super Bowl commercials, campaigns with big names, such as rapper Jay-Z and President Barack Obama. In twenty nineteen, Accenture acquired Droga five, where it kept its name and continued to grow with offices around the world. Worldwide, Droga Von Agency of the Year more than twenty five times, and in twenty twenty was named Adweeks Agency of the Decade. From a big creative-filled city, rather it came from the environment he grew up in.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“Jungle gym climbers use networks and adjust to competition, markets, and the evolving tools of their trade. They make unusual but successful alignments. While a ladder only goes up or down, a jungle gym offers multiple directions and possibilities. A jungle gym also gives climber a sense of play, and the more room for creativity within your business, the better. Ask any kid. What's more fun? A ladder or a jungle gym? What you need to keep in mind, though, when you leave the ladder, you need to be intentional with your leaps throughout the jungle gym. The more direction and purpose, the better. I wanted to talk to David Droga about this because as founder of the Creative Advertising Firm Droga five, and now as CO and Creative Chairman of Accenture Song, the world's largest digital marketing agency with sixteen billion.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“This is Masters of Scale. I'm Reed Hoffman, co-founder of LinkedIn, partner at Greylock, and your host. And I believe you should swing through the jungle gym rather than climb the ladder. Instead of just climbing up toward scaling opportunities, you should jump in unexpected directions. It's an old saying that you must climb the ladder to succeed. You move upwards one step at a time by building on what you achieved and making incremental progress, each rung takes you higher. It's a tried and true, repeatable process, one step after another, on the career path and the road to growing company. But actually, a single trajectory approach is rarely enough to propel you to scale. Instead, you need to jump from the ladder at key moments and move like you're on a jungle gym. You need to swing, leap, stretch, careen, and hop in all directions. When everyone is zigging, you zag.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“Parkour isn't just about looking cool, but finding another way to use the environment and getting from point A to point B. In business, we often need to push ourselves in a new or even unusual direction to reach a goal. We not only need a long list of moves to reach that goal, but also the courage to make those moves. You need to jump, roll, pull up, hop, vault, and leap your way into new scale opportunities. That's why I believe you should swing through the jungle gym rather than climb the ladder. Instead of just climbing up toward scaling opportunities, you should jump in unexpected directions.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“With around 20 to 30 people watching in the afternoon sun, Terry bounced out his nerves and imagined what it would be like to take the jump and safely land.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“Terry, as a practitioner parkour, sees the urban landscape differently than your average city dweller. He doesn't just walk on a sidewalk, he's looking for spots to climb, vault and swing to. He's looking for creative, fun ways to run a line”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“That's Terry Brennan. He's a summer camp director and coach at the Philadelphia School of Circus Arts. He also practices and teaches parkour, the sport where practitioners try to reach point A to point B. Often in urban environments, using creative moves with their body. It's called running a line.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“Hey, folks, Jeff Berman here. I'm thrilled to share some of the new names who will be joining us at this year's Masters of Scale Summit. This may be our biggest stage yet. Read Hastings, Meredith Whitaker, Van Jones, Amjad Massad, and more will be there with us october twentieth through twenty second in San Francisco. If you're building something great or you want to build something great, we want you there with us too. Join us at masters of scale dot com slash apply twenty six. That's masters of scale dot com slash apply twenty six.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT
“The very best founders I know are brilliant at building systems. They connect teams, they remove bottlenecks, and they eliminate single points of failure. And yet, when it comes to their own wealth, most are running a disconnected stack. A tax accountant here and a state attorney there, a wealth manager who doesn't talk to either one of them. Creative planning was built to fix exactly that. One integrated team of tax professionals, state planners, investment specialists all coordinated by a dedicated wealth manager who sees your full financial picture and keeps every piece working together. Proactive tax efficiency, state strategy investments all under one roof, creative planning where wealth works together. Learn more at creative planning dot com slash masters of scale.”
2023-02-28 · Masters of Scale · Dare to make unexpected moves, w/David Droga of Droga5 and Accenture Song · IDENTIFIED FROM THE TRANSCRIPT