At Cannes Lions, David Droga criticized traditional holding company structures, asserting their fixation on silos is detrimental to creativity. He discussed how the industry's obsession with media buying leads to a stifling of creative potential. As he transitions leadership to Ndidi Oteh, he emphasizes that Accenture Song aims to create a new future for media characterized by transparency and innovation, moving away from legacy models that have failed to adapt in a changing market.
"The problem with most holding companies is they treat creativity like a novelty item, tucked away in a box, wheeled out for the pitch."
"Giving creativity away for free when the media model's already broken? That's not a strategy. That's an admission. That's Publicis."
"That model, which is one of the reasons that the advertising industry is collapsing, is because the pursuit of media has derailed the appreciation of craft and creativity and strategy."
"We are not in the business of the old media game... that’s going to go away no matter what, and that's why we are building something more contemporary."
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