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

by RickDuris
4 replies
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
#agency #article #copywriting #draga5 #head #importance #interesting #wsj
  • Profile picture of the author MRMagMark
    "Less really is more."

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

    Lemon.


    Good article!
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  • Profile picture of the author Alex Cohen
    Originally Posted by RickDuris View Post

    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
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  • Profile picture of the author The Copy Nazi
    Banned
    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".

    Writing bad copy is easy, which is why the majority of advertising feels disposable
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    • Profile picture of the author KennethYu
      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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