CLOSE-UP: NEWSMAKER/DAVID DROGA - How a man from Down Under conquered Cannes. David Droga is behind the re-emergence of Saatchis, Francesca Newland writes.(Brief Article)

In a game of word association tennis two weeks ago the words 'Saatchi & Saatchi' would have provoked responses such as 'big', 'lumbering' and maybe 'clunky'. Post-Cannes, with a Grand Prix and six gold Lions under its belt, it's a different story and the man principally responsible for the transformation is the executive creative director, David Droga.

Going in to Cannes it was Bartle Bogle Hegarty and Lowe that were expected to shine - and they did, but not as brightly as Saatchis. As is usually the case with corporate image, perception drags behind reality, and for the past three years Saatchis has been improving its creative output and picking up awards pretty consistently.

The 34-year-old, Australian-born Droga took the Saatchis creative helm at the end of 1998, moving over from the network's Singapore office, which was Advertising Age's agency of the year in 1998. In London, the agency's Army work was as legendary as its efforts for Visa Delta (remember Mel Smith in tights). Droga says his first task was to unify the department: 'The department seemed happy to have someone who spoke their mind. There were so many chiefs - it was fragmented and on the back foot.'

Droga is friendly and funny and his creative department of 33 teams is fiercely loyal to him - the factor at the centre of Saatchis' creative success. In Cannes he was partying all night every night with his creatives.

Testament to the health of the department is the fact that it's not one star team taking all the awards, but a range of creatives.

One former colleague is John Messum, who quit Saatchis to found Leith London. Messum explains: 'He's got a lot of good work out of the department because he is so enthusiastic and down to earth. He's not an ivory tower creative director - he's a very open door creative director. He's put a lot of energy into the place and so people give it back. You can't help but like him.'

James Hall, the agency's chief executive, adds: 'He's in the trenches with them. If they come up with good ideas he will fight for them. All the teams would die for Dave.'