CEO of Accenture Song participated in the Web Summit, which takes place for the first time in Brazil
Publicist David Droga, CEO of the Accenture Song network, just in the communication area, did not leave his expectations open. The publicist present at his participation in the Web Summit 2023, for the first time in Brazil, took advantage of his ideas on creativity, artificial intelligence resources in advertising and how, 20 years after the launch of the iconic Droga5, he now has a boss. Check out the exclusive interview given to PROPMARK.
Worthy
the first time I’ve had a boss in 20 years. But as I am driven by challenges and missions, today I have a very different challenge and mission – only now, on a much larger scale.
Team
Everyone at Accenture thinks I’m moving too fast. But I always say that I think I’m moving too slowly.
Beliefs
But what hasn’t changed are my beliefs. I still believe in the power of ideas, people and creativity. And I’m trying to translate that into my new role. The privilege of having been so successful with Droga5 that I don’t have to prove anything to anyone anymore. I just want to show you now that creativity is the right thing to do. And I truly believe that. My family and friends think I should have retired by now. That I’m crazy to go on.
Motivated
One of the reasons I switched to Accenture was that it was such a large and influential company with such credence in technology. Long before the world was talking about Artificial Intelligence, Accenture had been implementing it for over 8 years. There are studies on this subject that were published in 2016, 2017 – and the same thing happened with Metaverse, Blockchain so I’m very happy to have come to a company that understands technology so deeply – and doesn’t just see it as a new trend.
Creativity
When we look at the combination of Artificial Intelligence and creativity and how this combination will transform industries – not only from the consumer point of view, but also from the business side – we see yet another incredible new tool that is taking off at an unprecedented speed. And we are now trying to find the Holy Grail to bring together the two strongholds that we have: on the one hand, creativity, ideas and human insights. On the other, technology and the ability to amplify, gain speed and anticipate movements.
Monetizao
In addition, another thing I love about Accenture is that we also look at this issue from the point of view of the responsibility that all corporations need to have from the beginning on this topic. In other words, we are not only thinking about the commercial side, but also the impact on society. That’s why we spend a lot of time debating Responsible Artificial Intelligence and how we can help shape it to improve the world.
ChatGPT
We are already creating some campaigns around the world that use OpenAI technologies. For Jaguar Land Rover, for example, we use Dall-e a lot. But while many companies and agencies want to use these new technologies just to say they were the first to use them, we want to get there on time. Therefore, we have encouraged our customers to learn first and better understand what can and cannot be done. So, we’re not in this race to see who plants the flag first.
education
We are, on the other hand, spending a lot of time educating our customers about the new opportunities that are emerging.
Brazil
Back in the United States, I always cite Accenture Song’s operation in Brazil as an example of a country that knew how to structure everything Song has to offer – that’s why they’re growing so fast here. If in the past, in the previous model in which we were more technology-oriented, there was some criticism in relation to our creative capacity – even though we were led by Eco Moliterno, who is very creative -, I think that now nobody can say that anymore. If I were a brand, I’m sure that today the only company capable of solving the new challenges ahead of me would be Accenture Song. Because it doesn’t try to answer the problems using only marketing and communication, which are still very relevant, but also through the perspective of e-commerce, product innovation and the reinvention of the business itself. a much more holistic point of view.