“The ad industry’s traditional approach to a story arc — beginning, middle and end in a 30-second spot — is a thing of the past. Rather than telling one story in one video and uploading it once on YouTube, tell stories that can’t be contained.” – David Droga
“TV is like a formula one track – its predetermined. You can still put a piece of shit on it or a high performance car but the track is set. Digital is like the streets – you can take a coastal road or an off ramp and end up driving to a dump” – David...
“Mobile is at the core of everything we’re doing. If we can’t make a story work on a 4-inch-by-2-inch screen, then it doesn’t work, and it doesn’t go further.” —Wendy Clark, President Strategic Marketing, Coca-Cola North America
“(Our work) is all about empowering the audience to help them achieve more… understand that its better to inspire and enable than to rely on pure desire.” – Duan Evans, International Executive Creative Director, Akqa
“To defeat a network, we had become a network. We became a team of teams.” – General Stanley McChrystal on the internal transformation the US Military made to defeat a connected network of terror cells
“We were an outstanding 20th century organisation but that was of little use in the 21st century” – General Stan McChrystal on his realisation that the US Military, built for efficiency at scale, was losing to terror cells built on decentralised connection
“You can say the right thing about a product and nobody will listen. You’ve got to say it in such a way that people feel it in their gut, because if they don’t feel it, nothing will happen” – Bill Bernbach