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. It was Independent Agency of the Year for 2018 at the Effie Awards and the One Show. Global revenues are around $126m, the bulk of that sum generated by the US office. Dave Droga remains global creative chairman, with Sarah Thompson as CEO. Neil Heymann was named as chief creative officer in 2018. 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.
Capsule checked 28th September 2018
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Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets. Adbrands Weekly Update is a weekly summary of the latest news affecting leading advertisers and their advertising and marketing agencies.
Recent stories from Adbrands Weekly Update:
Adbrands Weekly Update 11th Oct 2018: Ads Of The Week: "Great Shows Stay With You". It doesn't really matter if you haven't seen any of the Amazon-commissioned shows featured in this excellent new four-ad campaign from Droga5 London for Prime Video. You'll get the idea soon enough: the great shows you watch stay with you for the rest of the day, with surprising - or sometimes alarming - results. Here's the one for warrior women adventure 'Vikings', but we'd recommend you check out the others as well for 'Outlander', 'Lucifer' and 'Tom Clancy's Jack Ryan'. None so far for 'The Amazing Mrs Maisel' (the only Prime series we've seen all the way through), but we're guessing it's on its way and will be just as good.
Adbrands Social Media 28th Aug 2018: "Mama Said Knock You Out". Droga5's new campaign for US bank Chase makes good use of tennis legend Serena Williams, who appears to have reinvented herself as some form of Super Earth Mother since the birth of her daughter. Little Alexis Olympia is already one of the most famous babies in America, and she has yet even to reach her first birthday. The tendency of US sports fans to elevate their biggest stars (and their children) to Godlike status in this fashion leaves us cold, we must confess, so we're not perhaps as blown away by this film as Serena's hardcore followers might be. However, it certainly has style and class, and we can see that, for some viewers, it might be a minor classic.
Adbrands Weekly Update 9th Aug 2018: Ads Of The Week "End Family Fire". Prepare to be chilled to the bone by this stunning and essential spot from Droga5 NY for the US Ad Council, on behalf of the Brady Center to Prevent Gun Violence. It presents an all-too-believable dilemma for American families under current gun ownership laws. No matter how sensible you are yourself and how well you think you've hidden your family firearm, it's almost certainly not hidden well enough from a curious kid. The film is all the more compelling for containing no violence, nothing more than suggestion. Fine work from an agency at the top of its game.
Adbrands Weekly Update 18th Apr 2018: Ads of the Week: "Major". Droga5 digs deep into sporting history for Hennessy cognac to uncover the extraordinary tale of cycling champion Marshall "Major" Taylor, who by 1901 was arguably the world's most famous athlete. And an African-American. It's a story you almost certainly aren't aware of, even if you're also a cyclist or of African heritage. A quick Google search reveals that Taylor's is indeed a story that deserves to be told at more length, and Hennessy are sponsoring a short documentary on ESPN about him later this month. Probably worth a look. Needless to say his story has no discernible connection to cognac, but it's a useful hook on which to hang a striking and memorable little film.
Adbrands Weekly Update 8th Feb 2018: The roll-call of senior ad industry executives dismissed in connection with allegations of sexual harassment continued to grow. Droga5 New York said it has "ended its employment relationship" with its chief creative officer Ted Royer. "We are committed to maintaining a safe and inclusive environment for all our employees," it said. "We are unable to comment further on personnel matters." One day later, in a separate incident, Crispin Porter & Bogusky chief creative officer Ralph Watson was also dismissed. The agency confirmed his departure but declined to comment further. That follows the sudden exit in the past month or so of Wieden & Kennedy UK's chief strategy officer, and the chief creative officers of Publicis Seattle and The Martin Agency.
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