Droga5

Industry Advertising, Marketing
Founded 2006
Headquarters Manhattan, New York, United States
Number of locations
 New York, New York; London, England
Area served
 World Wide
Website http://droga5.com

Droga5 is a New York City-based global advertising agency with an additional office in London.[1] The agency works across all platforms including, broadcast, print, digital and social, experiential and out-of-home. Some of Droga5’s most recognizable work includes campaigns for Marc Ecko, Newcastle Brown Ale, Android and Under Armour. Droga5 has been named Agency of the Year ten times and has been one of Advertising Age’s Agency A-list honorees for seven consecutive years (2010–2016).[2] In 2013 it was one of Fast Company’s Most Innovative Companies[3] and, according to Crain’s New York Business, one of the 50 fastest growing companies in New York City.[4] Droga5 won the Cannes Lions International Festival of Creativity’s Independent Agency of the Year award in 2015 and 2016.[5]

History and leadership

Creative Chairman, David Droga, founded Droga5 in New York City in 2006. In a 2011 Forbes article by contributor Avi Dan, Droga said that he named his agency after the tag his mother used to sew into his clothes. (He is the fifth of six children and his mother stitched labels in her children’s clothing based on birth order.)[6]

In 2008, Droga5 opened a second office in David Droga’s homeland of Australia. The Sydney office was closed in September 2015[7] when Droga5 turned its focus to the European market and its London office, which opened in 2013[8] and whose partners include Chief Executive Officer Bill Scott,[9] Chief Creative Officer David Kolbusz,[10] and Chief Strategy Officer Dylan Williams.[11]

In July 2013, William Morris Endeavor announced a significant minority investment in Droga5. According to The New York Times, "Executives from both companies said the partnership would allow them to create more brand-supported content by combining their significant advertising and entertainment resources."[12] Droga5’s New York office relocated to Wall Street in 2014.[13][14]

Current leadership team includes: Global Chief Executive Officer Sarah Thompson,[15] Chief Operating Officer Susie Nam,[16] Global Chief Strategy Officer Jonny Bauer,[17] Global Chief Financial Officer Amir Feder,[18] Chief Marketing Officer Chris Wollen,[19] Chief Creative Officer Ted Royer,[20] Creative Partner Duncan Marshall,[21] Global General Counsel Scott Waldbaum[22] Chief Creation Officer Sally-Ann Dale,[23] and Global Head of HR, Office Services and Facilities Erika Kipreos.[24]

Company culture

Company Culture Droga described his views on advertising in an interview for CNN’s ICON. He said, “Advertising doesn’t have to be pollution. Advertising can be amazing. Advertising can contribute to culture. Advertising can lead culture. Advertising can solve social issues...I believe in creating ideas that consumers actually want to engage in, creating movements with our thinking and not bombarding them into submission...There is good business doing good.”[25]

Advertising Age named Droga5 among their Best Places to Work 2015.[26]

Notable campaigns

Marc Ecko “Still Free”
YouTube: Still Free - Marc Ecko Tags Air Force 1
Forbes: Seven Great Campaigns That Show How Droga5 Is Disrupting Advertising

UNICEF “Tap Project”
YouTube: UNICEF USA: Tap Project
Fast Coexist: How David Droga Creates Advertising That Matters

JCER “The Great Schlep”
YouTube: Sarah Silverman and The Great Schlep
The New York Times: Message to Your Grandma: Vote Obama

Bing “Decoded Jay-Z”
YouTube: Bing | Decode Jay-Z Case Study
Fast Company: Inside Jay-Z's Launch of "Decoded" With Droga5, Bing

PUMA "After Hours Athlete"
Puma – The After Hours Athlete
Creativity: Puma: After Hours Athlete-Cannes Film Craft Grand Prix Winner

Prudential “Day One”
YouTube: Real-Life Retirement Stories - #DayOne
Forbes: From Brain Science To Blue Stickers: Prudential Reframes The Retirement Conversation

Thunderclap
Thunderclap
Forbes: Thunderclap, A New Tool For Amplifying Your Tweet Into a Sonic Boom

Newcastle Brown Ale “If We Made It”
YouTube: Mega Huge Football Game Ad #IfWeMadeIt
Adweek: The Best Ad of 2014 Was Brilliant and Subversive, and It Wasn't Even Real

Honey Maid “This is Wholesome”
YouTube: Honey Maid: This is Wholesome :30 TV Commercial | Official
The Atlantic: Honey Maid, Moral Compass for Us All

Under Armour “I Will What I Want”
YouTube: Misty Copeland - I Will What I Want
Advertising Age: Ad Age's 2014 Marketer of the Year: Under Armour

Under Armour “Will Beats Noise”
Will Beats Noise
Adweek: Ad of the Day: Under Armour Presents Gisele Bündchen Like You've Never Seen Her

Under Armour “Rule Yourself – Michael Phelps”
YouTube: Under Armour | Rule Yourself | Michael Phelps
Adweek: Why Under Armour's Michael Phelps Ad Is One of the Most Shared Olympics Spots Ever

Android “Friends Furever”
YouTube. Android: Friends Furever
Unruly: Google Android’s “Friends Furever” Campaign Is Most Shared Ad of 2015

Awards

2007
Advertising Age's Agency of the Year[27]

2009
B&T's Australian Agency of the Year (Droga5 Sydney)[28]

2010
Advertising Age’s Agency A-List[29]

2011
Creativity's Agency of the Year[30]
Advertising Age’s Agency A-List[31]

2012
Adweek's U.S. Agency of the Year[32]
Advertising Age's Agency A-List[33]

2013
One of Fast Company’s Most Innovative Companies[34]
Advertising Age's Agency A-List[35]
Creativity's Innovators List[36]

2014
Adweek's U.S. Agency of the Year[37]
Adweek's 10 Best Ads of 2014[38]
Creativity's Agency of the Year[39]
Advertising Age’s Agency A-List[40]
Advertising Age's Best Places to Work[41]
Helped lead Under Armour to be named Advertising Age's Marketer of the Year[42]

2015
One Show's Agency of the Year[43]
Effie Award's Most Effective Independent Marketing Agency[44]
Creativity's Agency of the Year[45]
Advertising Age's Agency A-List[46]
Cannes Lions International Festival of Creativity's Independent Agency of the Year[47]

2016
Advertising Age's and Creativity's Agency of the Year[48]
Effies 2nd Most Effective Agency[49]
Cannes Lions International Festival of Creativity’s Independent Agency of the Year[50]

Clients

Droga5 clients by industry include:[51]

Technology

Google

Entertainment

Xfinity
HBO

Gaming

Blizzard

Arts

New Museum

Political/Government

Hillary Clinton Campaign
White House

Nonprofit/Education

The Clinton Foundation
The Y
UNICEF
UN

Financial

Chase
Prudential

Restaurants

Pizza Hut

Alcohol and Beverages

Best Damn Brewing Co.
Hennessy

Consumer Good Products

Quilted Northern
Johnsonville
Air Wick
Clearasil
Honey Maid
Nature’s Bounty
Met-Rx
Osteo Bi-flex
Pure Protein
Sundown Naturals
Mondelez International
Trident

Sports Apparel/Fashion

Under Armour
UNIQLO

Official website

Droga5

References

  1. ↑ "Droga5 announces European expansion with new London office to focus on global brands". Campaign Brief.
  2. ↑ "Ad Age's 2016 Agency A-List". AdvertisingAge.
  3. ↑ "Most Innovative Companies 2013". Fast Company.
  4. ↑ "2013 Fast 50". Crain's New York Business.
  5. ↑ "Droga5 New York wins Independent Agency of the Year for second year in a row at Cannes Lions". Campaign Brief.
  6. ↑ Dan, Avi (December 13, 2011). "Droga5's David Droga About Redefining Advertising". Forbes.
  7. ↑ Perrett, Michelle (September 9, 2015). "Droga5 closes Sydney office". Campaign.
  8. ↑ Beltrone, Gabriel (April 25, 2013). "London is the Next Market For Droga5". Adweek.
  9. ↑ Swift, James (July 30, 2015). "Droga5 hires Grey's UK group MD for London chief exec job". Campaign.
  10. ↑ "Droga5 names team ahead of London launch". Campaign. April 25, 2013.
  11. ↑ "Droga5".
  12. ↑ Vega, Tanzina (July 11, 2013). "William Morris to Invest in Droga5, an Ad Agency". The New York Times.
  13. ↑ "Governor Cuomo, Mayor Bloomberg Announce Droga5 to Re-Locate to Lower Manhattan and Create 154 New Jobs". New York State Government.
  14. ↑ Tejada, John (January 13, 2015). "Take a Video Tour of Droga5's Offices, Easily the Coolest on Wall Street". Adweek.
  15. ↑ "Sarah Thompson". Droga5.
  16. ↑ "Droga5 NY Promotes Susie Nam and Dan Gonda to Leadership Roles". Little Black Book.
  17. ↑ "Jonny Bauer". Droga5.
  18. ↑ "Amir Feder". Droga5.
  19. ↑ Coffee, Patrick (August 20, 2015). "Droga5 Names First Chief Marketing Officer". Adweek.
  20. ↑ "Ted Royer". Droga5.
  21. ↑ "Duncan Marshall". Droga5.
  22. ↑ "Scott Waldbaum". Droga5.
  23. ↑ "Sally-Ann Dale". Droga5.
  24. ↑ "Erika Kipreos".
  25. ↑ Allsop, Laura. "Ad guru David Droga on the positive powers of advertising". CNN.
  26. ↑ "Ad Age's Best Places to Work 2015". Advertising Age. November 16, 2015.
  27. ↑ "Agency Of The Year: Droga5". Advertising Age. December 17, 2007.
  28. ↑ "Droga5 takes out B&T 2009 Agency of the Year - VB 'The Regulars' named Ad of the Year". Campaign Brief.
  29. ↑ Creamer, Matthew (January 24, 2011). "Droga5 Is No. 5 on the Ad Age Agency A-List". Advertising Age.
  30. ↑ Diaz, Ann-Christine (January 23, 2012). "Droga5 Is Creativity's Agency of the Year". Advertising Age.
  31. ↑ Parekh, Rupal (January 23, 2012). "Droga5 Is No. 2 on Ad Age's Agency A-List". Advertising Age.
  32. ↑ Beltrone, Gabriel (December 10, 2012). "U.S. Agency of the Year: Droga's Delicious World". Adweek.
  33. ↑ Schultz, E. J. (January 28, 2013). "Droga5 Is No. 5 on Ad Age's Agency A-List". Advertising Age.
  34. ↑ "Most Innovative Companies 2013". Fast Company.
  35. ↑ Pathak, Shareen (February 3, 2014). "Droga5 Is No. 4 on Ad Age's 2014 Agency A-List". Advertising Age.
  36. ↑ Pathak, Shareen (January 22, 2014). "Creativity Innovators of the Year 2013: Droga5". Advertising Age.
  37. ↑ McMains, Andrew (December 15, 2014). "U.S. Agency of the Year: A Maturing Droga5 Still Hasn't Lost Its Edge". Adweek.
  38. ↑ Nudd, Tim (November 30, 2014). "The 10 Best Ads of 2014". Adweek.
  39. ↑ Diaz, Ann-Christine (January 25, 2015). "Droga5 Is Creativity's 2015 Agency of the Year". Advertising Age.
  40. ↑ Toure, Malika (January 26, 2015). "Droga5 Is No. 6 on Ad Age's 2015 Agency A-List". Advertising Age.
  41. ↑ "Ad Age's Best Places to Work 2015". Advertising Age. November 16, 2015.
  42. ↑ Schulz, E. J. (December 8, 2014). "Ad Age's 2014 Marketer of the Year: Under Armour". Advertising Age.
  43. ↑ Quenqua, Douglas (May 8, 2015). "Droga5, Omnicom win big at One Show". Campaign.
  44. ↑ "Effie Worldwide Announces 2015 North American Effie Award Winners". Effie Worldwide.
  45. ↑ Diaz, Ann-Christine (January 26, 2015). "Droga5 Is Creativity's 2015 Agency of the Year". Advertising Age.
  46. ↑ Toure, Malika (January 26, 2015). "Droga5 Is No. 6 on Ad Age's 2015 Agency A-List". Advertising Age.
  47. ↑ "Cannes Lions Independent Agency of the Year 2015". Cannes Lions.
  48. ↑ "Ad Age & Creativity Agency of the Year". Advertising Age. January 25, 2016.
  49. ↑ "Most Effective Independent Agencies June 2016". Effie Worldwide.
  50. ↑ Diaz, Ann-Christine (June 25, 2016). "AlmapBBDO, Droga5, Ogilvy, WPP, Tool, UNICEF Take Final Top Honors at Cannes". Advertising Age.
  51. ↑ "Droga5 Clients".
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