David Droga: «We do not create work looking for awards» (watch his video interview for D&AD here).
I think, this is the point of view that differs a great agency from an agency that will always try to become great. The problem is that nobody can sell great idea to a client in Russia. Almost nobody. Because we need to work harder, but it’s always easier to make fakes. What is the solution? I think, if you do an initiative project, let this project be really helpful for the client and not only for you. It will be honest.