Creativity 50 2011: David Droga

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It's been five years since David Droga opened his own shop, which early on attracted attention as the brainchild for cause-marketing movements like UNICEF's Tap Project and the Million program that equipped New York City school kids with cell phones. Recently, though, the agency has spent time on the new business circuit, chasing mega-marketers who wield giant media budgets, such as Microsoft, Prudential and Kraft.

The evolution of the agency, according to Mr. Droga, means a lot of conversation internally with staff about the importance of embracing the chance to work on larger creative canvases -- but doing it without compromising integrity. "We try to approach it as if they are all the same size," Mr. Droga said. "To Prudential's credit, they reminded us that they hired us because of what we've done before, and that they don't want us to change. And that's quite liberating."

That approach is paying off: Droga5 knocked it out of the park with its "Decode Jay-Z with Bing" promotion for the rapper's recent book and stirred up some controversy in the kitchen with its ads having some fun with Greek culture for Kraft's Athenos Hummos.

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