Interesting WSJ Article on Importance of Copywriting By Head of Droga5 Ad Agency

RickDuris · 06-11-2011, 09:42 AM

David Droga, Ad-Agency Chairman, on Memorable Copy | Word Craft - WSJ.com

David Droga is chairman of Droga5. Clients include Coca-Cola, Kraft, Microsoft and Hennessy.

Includes a few new case studies.

- Rick Duris

MRMagMark · 06-11-2011, 12:06 PM

"Less really is more."

I don't think you can get more brilliant (and more "less") than this:

Lemon.

Good article!

Alex Cohen · 06-11-2011, 11:18 PM

Quote:

Originally Posted by RickDuris

David Droga, Ad-Agency Chairman, on Memorable Copy | Word Craft - WSJ.com

David Droga is chairman of Droga5. Clients include Coca-Cola, Kraft, Microsoft and Hennessy.

Includes a few new case studies.

- Rick Duris

Interesting that he equates taglines with copywriting. Taglines have more to do with positioning than persuasion.

Alex

The Copy Nazi · 06-11-2011, 11:26 PM

Another Aussie from my home town Sydney. Briiliant guy. He and another brilliant ad guy started "Omon" - which we used to slag off by calling "Onan".

Quote:

Writing bad copy is easy, which is why the majority of advertising feels disposable

KennethYu · 06-14-2011, 02:26 AM

I was reading this today. David Droga is a genius. He was one of my biggest heroes when I was plying my trade in Ogilvy. Not many people ascend to creative director at the age of 20.

Droga's not a direct response guy, but what he teaches is this:

Solid copywriting can increase sales by 1-2%, but breakthrough ideas can triple or quadruple sales.

Your chops can only get you so far. Breakthrough response rates are rooted in the big ideas.

And Droga's the biggest idea guy of them all.

06-11-2011, 09:42 AM	#1
RickDuris Rick Duris CopyRanger.com War Room Member Join Date: Dec 2009 Location: Laguna Beach, CA Posts: 1,182 Thanks: 513 Thanked 1,436 Times in 519 Posts Social Networking Contact Info	Interesting WSJ Article on Importance of Copywriting By Head of Droga5 Ad Agency David Droga, Ad-Agency Chairman, on Memorable Copy \| Word Craft - WSJ.com David Droga is chairman of Droga5. Clients include Coca-Cola, Kraft, Microsoft and Hennessy. Includes a few new case studies. - Rick Duris
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06-11-2011, 12:06 PM	#2
MRMagMark Active Warrior Join Date: May 2011 Location: Midwest, USA Posts: 43 Thanks: 31 Thanked 8 Times in 6 Posts	Re: Interesting WSJ Article on Importance of Copywriting By Head of Droga5 Ad Agency "Less really is more." I don't think you can get more brilliant (and more "less") than this: Lemon. Good article!

06-14-2011, 02:26 AM	#5
KennethYu The Puppet Master Join Date: Apr 2011 Location: Malaysia Posts: 42 Thanks: 11 Thanked 50 Times in 11 Posts Social Networking Contact Info	Re: Interesting WSJ Article on Importance of Copywriting By Head of Droga5 Ad Agency I was reading this today. David Droga is a genius. He was one of my biggest heroes when I was plying my trade in Ogilvy. Not many people ascend to creative director at the age of 20. Droga's not a direct response guy, but what he teaches is this: Solid copywriting can increase sales by 1-2%, but breakthrough ideas can triple or quadruple sales. Your chops can only get you so far. Breakthrough response rates are rooted in the big ideas. And Droga's the biggest idea guy of them all.
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