Droga5 (US/UK)

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Droga5 is a boutique creative agency with offices in the US and UK. Its outpost in New Zealand was sold back to local managers in 2012, and the original office in Australia was closed in 2015 as a result of poor performance. The agency was launched in 2006 by Dave Droga, former global chief creative officer at Publicis Worldwide. Its name reportedly comes from the label Droga's mother used to sew into his clothes as a child to identify them from those of his four older brothers. Droga5 remains independent, although it expanded with the help of private equity investment from selected financial partners. In summer 2013, the talent management giant William Morris Endeavor (now WME-IMG) acquired a 49% stake in Droga5 for a sum reported to be between $150m and $200m. Droga5 is widely admired for its creativity, sweeping the board at the Cannes Lions festival in 2011 with no less than three Grand Prix. That feat earned it numerous Agency of the Year accolades; Adweek named it US Agency of the Year again in 2012, and a 4th time in 2014. It was Independent Agency of the Year once more at Cannes in 2015 as a result of another haul of prizes, and AdAge's Agency of the Year. Adweek named it US Agency of the Year for 2016. Global revenues were around $126m, the bulk of that sum generated by the US office. Dave Droga remains global creative chairman, with Sarah Thompson as CEO. In 2016, the agency quietly produced several ads for Hillary Clinton's election campaign. Adbrands does not currently offer a business profile for this company but subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.

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Capsule checked 16th October 2016


Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 28th Sep 2017: Ads of the Week: "Us". The Y - formerly the YMCA and YWCA - pushes back against the widening divides in American daily life with this powerful and articulate film from Droga5. It's the point that Donald Trump just cannot seem to grasp; that America is strong only when it is united, not when its disparate parts are wasting time and energy fighting among themselves. 

Adbrands Weekly Update 17th Aug 2017: Ads of the Week: "Perfectly Normal: Father & Son". Droga5 London has a set of bizarre films out this week for Kwiff, apparently some kind of sports betting app for your mobile. It's almost impossible to work out from the ads what the app does or why - why, for example, would your gambling odds multiply ten times for no apparent reason? (Other to sucker you in for your first bet?) Also we don't generally approve of ads that exist only to grab your attention rather than sell the product, but we'll overlook it in this case because the films are so delightfully oddball. Kwiff will probably vanish into thin air within a couple of months, like every other here-today gone-tomorrow app, but its ads are likely to stick around in the darker corners of your memory for a lot longer. 

Adbrands Weekly Update 27th Jul 2017: Ads of the Week: "No One Out-Pizzas the Hut". SNL comic-turned-movie star Kristen Wiig accepted her first ever advertising gig to rep Pizza Hut in this hilarious new campaign from Droga5. How could she resist? The lovely Ms Wiig adopts the entire contents of the nation's hair and make-up and wardrobe cabinet to portray America's Everyman (and Woman and Child) and his (her, its) love of pizza, complete with her signature deadpan delivery. We love it. 

Adbrands Weekly Update 22nd Jun 2017: Ads of the Week "Did You Mean Mailchimp?". Droga5's extraordinarily offbeat campaign for email service Mailchimp was one of three Grand Prix winners in the Cannes Lions Cyber category. We have to admit - mea culpa - we weren't aware of the truly surreal extent of the Mailchimp campaign. What an incredibly bold concept! How daring to spend cash on so lavishly playful and deliberately obscure a project. Top marks to Mailchimp themselves for signing off on it, and to Droga5 for such accomplished execution. 

Adbrands Weekly Update 27th Apr 2017: Ads of the Week: "The Truth Is Hard To Find". Droga5 unveiled two immensely powerful new spots for the New York Times. They're directed by Darren Aronofsky of Black Swan etc, but all the real credit goes to the individual photojournalists featured in each one. Here's Bryan Denton talking about - and showing - his pictures of the incident when the military patrol he was on in Iraq was targeted by a suicide bomber. Hard-hitting doesn't begin to describe it. There's another film on our Facebook page, depicting Tyler Hicks' account of the rescue of a boat of Syrian refugees.

More about Droga5 from Adbrands Weekly Update


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