Droga5's Ted Royer

For our final Boards Summit '09 video interview, we sat down with droga5 executive creative director Ted Royer to chat about lazy consumers. During his talk "The Lazy Ask", Royer questioned the notion of starting "movements", calling most attempts at inciting consumers into a brand-loving frenzy "manufactured groundswells".

"There's a sliding scale of laziness," he says. "At the moment you do anything, you're prepared to give a certain amount of energy to it. And if you're asked to give beyond that, your ‘I hate this' response is going to kick in."

In 2008, droga5 took up political and social causes through its lauded public service campaigns: The Great Schlep for Barack Obama's presidential bid and Million for the New York City Department of Education. Since then, the agency has become focused on creating work for its business clients.

We spoke with Royer about how droga5 fared in 2009 and what he looks for when hiring recent graduates.