Who

David Droga is the founder and creative chairman of Droga5, a New York advertising boutique with a reputation for unorthodoxy.

Backstory

When Droga arrived in New York in 2003 following his appointment as the first-ever worldwide creative director of Publicis, the brash Australian had already traveled the world. After selling his own Sydney-based agency in 1996, the precocious adman became executive creative director at Saatchi Singapore and then, at the ripe old age of 29, was named to the same post at Saatchi & Saatchi in London. Droga spent two years as the top creative at Publicis before setting out on his own in 2005 and launching Droga5.

Of note

Droga5 has created interactive campaigns and viral marketing programs for companies such as Microsoft, Steinlager beer, Balance water, and Tracfone. The agency hit a home run with one of its first campaigns, a viral film for of graffiti artists tagging Air Force One for Mark Ecko's fashion company Ecko Unlimited: The hoax was so convincing, the Pentagon issued a statement clarifying that the event had not actually happened. (The campaign later won the top honor for online advertising at the International Advertising Festival in Cannes.) Another attention-getting campaign Droga masterminded: 2006's Tap Project, in which city restaurant-goers pay a dollar for tap water with the proceeds going toward UNICEF's efforts to purify water worldwide. Such successes have begat more ambitious ventures: In August 2007, Droga5 partnered with Publicis to launch Honeyshed.com. A cross between MTV and QVC, the entertainment site features online shows hawking everything from cars to clothing and video games.

Personal

Droga lives with his wife, Claire, and their three children on East 5th Street.

No joke

Droga5 is named for the label Droga's mother would stitch in his underwear to distinguish them from those of his six other brothers.