Daniel Georr

MD/ Partner - Its.

I first joined the ad industry….

In 1995 with PIMO as an art director. I still believe that was one of the best career choices I made in my life; for many reasons they helped me get where I wanted to be at that time.

The one thing I have always loved and still do about this profession...

I don't really love this profession. To be honest, I don't like a lot of things about it, but for some reason I can't leave it. I tried many times, but I always come back running. Whatever the reasons are, I am having a long term relationship with someone I don't really like. It's like Adam and Eve, they only stayed with each other because there was no one else to go to. And the same applies to me. I don't know how to do anything else but advertising, because that's my whole life… Anyway, what I do like about it are things like the people, ideas, the brainstorming, diversification, as in the ability to work on many things at the same time and the possibility to work simultaneously on different businesses, from banks to burgers within the same hour…. The list is long! However, and for some reason I ignore, when you put all these together they constitute something horrible: THE ADVERTISING INDUSTRY and that I hate…

The good old things about the ad business back in the 1990s, which no longer exist today...

It's MONEY!

My ‘Wonder Years’ in advertising...

If we are talking about money, budgets, stability, number of ads and campaigns we do etc. there is no doubt that the nineties were the "wonder years"; but if we are talking about real challenges and great ideas, I believe today we are lucky to live these wonder years… It's a fact that before we were stuck between four different medias (TV, radio, outdoor and print) and only the rich were able to communicate. Ideas were always needed but I remember we were always able to compensate for a bad idea with a big budget. My boss used to tell me, a great campaign needs, a big idea or a big budget and if you have both you probably are a lucky son of a b… Today, we have choices, brands don't need to be rich to communicate, they only need to have a story, a good product and some common sense; if you do, you have thousands of channels to go to. Nothing can stop a good story from getting out, and that puts quality over money.

Today, brands don't need to be rich to communicate.