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 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.

Adbrands Weekly Update 1st Feb 2018: Ads of the Week "Dundee". A collection of Australia's most famous sons and daughters (and also Danny McBride) step up for this ad for Tourism Australia from Droga5 NY. Yes, that's right, the mystery is solved, it *is* just an ad and not the trailer for a hitherto unknown Crocodile Dundee sequel. The campaign has been shrouded in secrecy for almost two weeks, which is pretty impressive given the star-soaked roll-call. Chris Hemsworth and his brother Liam, Hugh Jackman, Russell Crowe, Margot Robbie and Isla Fisher are among the better-known home-grown scene stealers in this pleasantly silly pastiche. 

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. 

More about Droga5 from Adbrands Weekly Update


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