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Advertising was baked into Cassis’ system from a young age, partly down to his father being an ad man himself who eventually became a de facto mentor to his son. “It was crazy because all my friends wanted to be rock stars and football players or whatever, and I wanted to be advertising, advertising, advertising,” he remembers. “But my dad was already seeing the shift in the business. He always told me, no, please do something else – this is going to hell! Clients are always paying less and less, fees are going down, no one cares about creativity!”
“Our starting point is that people hate advertising,” says Pancho Cassis, partner and global chief creative officer of the lauded international agency David. “We wake up every day to come to the agency to try to do something that most people will hate, so we need to break that.”