by Nino Jose Gonzales, copywriter at BBDO Guerrero
In an industry where greatness is lauded by peers, David Droga finds value in humility: ‘Assume nothing, no matter how good you are. Don’t be seduced by your own hype. Enjoy the hype but don’t live for it.’
His ‘I’m Not Sure I’m Right but Who Is?’ talk was the first session I attended at this year’s Cannes Lions Festival – and rightly so, my experience started with a bang. The legendary man whose works I studied in books and case film was there sitting on stage, inspiring a jam-packed crowd of global delegates inside the Lumiere Theatre. I was no less than awestruck.
But despite his superstar status, Droga sits not like a king. His posture resembles a wise man, humble and open to impart his knowledge to his ready listeners.
To that, he advised delegates to ‘be obsessed with what makes people tick.’ For the award-winning creative, advertising is a visceral medium and should make people feel something and, hopefully, will make them change their behavior and perspective on brands. ‘Always present the best solution that’s best [for consumers], and not the solution that’s best for you,’ supplemented Droga. ‘Our job is to move people and make them do crazy things.’
On career, Droga encouraged creatives to focus on the grit rather than the gold. ‘Choose mentors over certainty,’ quipped Droga after he told the story where he left a comfortable post as a copywriter to follow his mentors at a smaller agency. Although the cost was living at half his original salary, Droga told the audience that the reward of improving his craft and being guided by seasoned experts was priceless. Obviously, his little sacrifice was worth it in the long run. No one can argue with that today.
Droga’s inner drive and value for the craft resonated with me. It reminded me that to succeed in this industry, one has to take risk and experience the hustle, no matter how tiring and painstaking it can become. If one perseveres, all the overtime work, the countless revisions, and the unconditional love for the work, the work, the work will be worth it – that is, if we are willing to wait and learn. And if one day we have reached our peak, we must remain modest in our own greatness.
I left the talk inspired to learn more. True enough, the succeeding sessions did not disappoint. Learning from and sharing the room with influential people – the likes of Sir John Hegarty, Conan O’Brien, Tyler Perry, Evan Sharp of Pinterest and supermodel Naomi Campbell to name a few – has been a surreal and welcomed gift. I carry with me nuggets of wisdom, of all words, shape, and size, I can use and share with my colleagues once I get back home.
Being a Filipino delegate to the Cannes Lion Festival has been a dream years in the making. I am thankful it finally happened at 30, the last year I can be considered a ‘Young Lion.’ And as the Festival draws to a close, I feel more fortunate and humbled to be part of this advertising industry I cherish so dearly, or as David Droga would describe, an industry where the ‘power of creativity translates across geography.’
