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Droga5

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Droga5
IndustryAdvertising
Marketing
Founded2006
FounderDavid Droga
Headquarters
Manhattan, New York
,
United States
Number of locations
New York, New York, United States
London, England, United Kingdom
Tokyo, Japan
Area served
Worldwide
ParentAccenture
Websitedroga5.com

Droga5 is an advertising agency headquartered in New York City with offices in London and Tokyo. It was founded in 2006 by David Droga.

History

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David Droga founded Droga5 in New York City in 2006. Droga said that he named the 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).[1]

In 2008, Droga5 opened a second office in Sydney in David Droga's homeland of Australia; this office was closed in September 2015[2] as Droga5 turned its focus to the European market and its London office, which opened in 2013.[3]

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."[4] Droga5's New York office relocated to Wall Street in 2014.[5][6]

The sale of Droga5 to Accenture Interactive was announced in April 2019. WME Dragon Holdings LLC agreed on March 29, 2019, to sell its 49 percent interest to Accenture Interactive for $233 million. This assumed a value of $242.5 million for the 51 percent share owned by David5, LLC, identified in the Endeavor Group Holdings IPO filing as the majority owner.[7]

In 2021, Droga5 announced the opening of a new Tokyo office, with plans to expand to Brazil and China.[8] In 2024, Drago5 integrated Australian creative agency The Monkeys and also acquired Brazilian agency Soko, amidst a series of departures of prominent staff.[9]

Notable campaigns

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  • Amazon - Before Alexa[10]
  • Android - Friends Furever[11][12]
  • Brady Campaign - End Family Fire[13][14]
  • Chase - This Momma Keeps Going[15]
  • Facebook - Never Lost[16]
  • HBO - For the Throne[17][18]
  • Hennessy - Maurice and the Black Bear School[19]
  • Honey Maid - This is Wholesome[20][21]
  • Huggies - Welcome to the World, Baby[22]
  • IHOP - IHOb [23][24]
  • MailChimp - Did You Mean MailChimp?[25]
  • Marc Ecko - Still Free[26][27]
  • Microsoft Bing - Decoded [28]
  • The New York Times - The Truth Is Hard to Find [29] + The Truth Is Worth It[30][31]
  • Newcastle Brown Ale - If We Made It[32][33]
  • Paramount+ - Journey to the Peak
  • Prudential - Day One[34][35]
  • Puma - The After Hours Athlete[36]
  • The Great Schlep feat. Sarah Silverman[37]
  • Tourism Australia - Dundee (2018)[38][39]
  • Under Armour - I Will What I Want[40][41]
  • Rule Yourself[42][43]
  • UNICEF Tap Project[44][45]

References

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  1. ^ Dan, Avi (December 13, 2011). "Droga5's David Droga About Redefining Advertising". Forbes.
  2. ^ Perrett, Michelle (September 9, 2015). "Droga5 closes Sydney office". Campaign.
  3. ^ Beltrone, Gabriel (April 25, 2013). "London is the Next Market For Droga5". Adweek.
  4. ^ Vega, Tanzina (July 11, 2013). "William Morris to Invest in Droga5, an Ad Agency". The New York Times.
  5. ^ "Governor Cuomo, Mayor Bloomberg Announce Droga5 to Re-Locate to Lower Manhattan and Create 154 New Jobs". New York State Government. Archived from the original on 2021-02-04. Retrieved 2016-10-02.
  6. ^ Tejada, John (January 13, 2015). "Take a Video Tour of Droga5's Offices, Easily the Coolest on Wall Street". Adweek.
  7. ^ Johnson, Bradley (May 27, 2019). "Droga5's implied price tag? $475 Million: Endeavor's IPO filing reveals clues about what Accenture paid". Advertising Age. 90 (11): 1.
  8. ^ Bonilla, Brian (May 18, 2021). "DROGA5 EXPANDS TO TOKYO WITH PLANS FOR OFFICES IN CHINA AND BRAZIL". Ad Age.
  9. ^ Weissbrot, Alison (2024-11-15). "Droga5 New York Lays Off 4% of Staff". Adweek. Archived from the original on 16 November 2024. Retrieved 2024-11-19.
  10. ^ Smiley, Minda (4 Feb 2020). "How Droga5 London Pulled Off Amazon's Super Bowl Ad". Adweek. Retrieved 9 June 2021.
  11. ^ Waterhouse, David (19 Nov 2015). "Google Android's "Friends Furever" Campaign Is Most Shared Ad of 2015". Unruly. Retrieved 27 March 2019.
  12. ^ Richards, Katie (1 Aug 2016). "David Droga Tells Us His Top 10 Droga5 Campaigns to Celebrate a Decade in Business". AdWeek. Retrieved 27 March 2019.
  13. ^ Staff (18 March 2019). "Campaign US Power of Purpose Award 2019". Campaignlive.com. Retrieved 27 March 2019.
  14. ^ Staff (18 Mar 2019). "Campaign U.S. Power of Purpose Awards 2019 winners revealed". Campaign U.S. Retrieved 27 March 2019.
  15. ^ Brewer, Jenny (4 September 2018). "Droga5 and Serena Williams show the parallels between motherhood and world class sports". It's Nice That. Retrieved 9 June 2021.
  16. ^ McAteer, Oliver (31 March 2020). "Facebook drops short film to celebrate all the human ways we're enduring global pandemic". Campaign Live. Retrieved 9 June 2021.
  17. ^ Nudd, Tim (4 Feb 2019). "HBO and Bud Light's Game of Thrones Ad Wins the Super Clio as the Super Bowl's Best Spot". Muse by Clio. Retrieved 27 March 2019.
  18. ^ Beer, Jeff (4 Feb 2019). "Why Bud Light's Knight was killed by HBO's Game of Thrones in Super Bowl ad". Fast Company. Retrieved 27 March 2019.
  19. ^ Staff (15 September 2020). "2017 Webby Award Winner". Little Black Book. Retrieved 9 June 2021.
  20. ^ Staff (15 May 2015). "D&AD White Pencil Creativity for Good Award 2015". British Design & Art Direction. Retrieved 27 March 2019.
  21. ^ Beer, Jeff (13 Jul 2015). "How Honey Maid Brought Wholesome Family Values Into The 21st Century". Fast Company. Retrieved 27 March 2019.
  22. ^ Hiebert, Paul (7 Feb 2021). "Huggies Introduces Earth's Youngest Humans in Super Bowl Ad". Adweek. Retrieved 9 June 2021.
  23. ^ Pidding, Natalie (19 Jan 2019). "IHOP: A data-fueled solution that rises to the occasion". WARC. Retrieved 27 March 2019.
  24. ^ Wohl, Jessica (13 Jun 2018). "Yes, IHOP's Selling More Burgers (Thanks, Marketing)". Ad Age. Retrieved 27 March 2019.
  25. ^ Nudd, Tim (20 Jun 2017). "Droga's MailChimp Campaign Wins One of 3 Cyber Grand Prix Awarded at Cannes". AdWeek. Retrieved 27 March 2019.
  26. ^ Sweney, Mark (22 Jun 2006). "Spoof Air Force One ad wins Cannes prize". The Guardian. Retrieved 27 March 2019.
  27. ^ Nudd, Tim (18 Jul 2017). "A Look Back at the Audacious Air Force One Graffiti Stunt That Put Droga5 on the Map". AdWeek. Retrieved 27 March 2019.
  28. ^ Gray, Tyler (24 Nov 2010). "Inside Jay-Z's Launch of "Decoded" With Droga5, Bing". Fast Company. Retrieved 4 June 2019.
  29. ^ Staff. "The New York Times The Truth is Hard to Find". www.effie.org. Effie Worldwide. Retrieved 27 March 2019.
  30. ^ Staff. "Digital Trading Awards USA 2017". www.digitaladvertisingawards.us. The Drum. Archived from the original on 27 March 2019. Retrieved 27 March 2019.
  31. ^ Staff. "2017 People's Voice / Webby Award Winner". www.webbyawards.com. Webby Awards. Retrieved 27 March 2019.
  32. ^ Staff. "If We Made It". clios.com. Clio Awards. Retrieved 27 March 2019.
  33. ^ Beltrone, Gabriel (30 Nov 2014). "The Best Ad of 2014 Was Brilliant and Subversive, and It Wasn't Even Real". AdWeek. Retrieved 27 March 2019.
  34. ^ Staff. "2013 Bronze Prudential - Day One: Painting a real picture of retirement in America". effie.org. Effie Worldwide. Retrieved 27 March 2019.
  35. ^ "Prudential: Day One: Mujahid—Best of 2011 TV #8". AdAge. 18 Nov 2011. Retrieved 27 March 2019.
  36. ^ Staff. "Puma 'after hours athlete' by Droga5". Campaign Live. Campaign. Retrieved 4 June 2019.
  37. ^ Staff. "The Great Schlep". www.dandad.org. D&AD. Retrieved 27 March 2019.
  38. ^ Staff. "PRWeek U.S. Awards 2019: The Winners". www.prweek.com. PRWeek. Retrieved 27 March 2019.
  39. ^ Poggi, Jeanine (4 Feb 2018). "Behind Tourism Australia's Worst-Kept Super Bowl Secret". Ad Age. Retrieved 27 March 2019.
  40. ^ Diaz, Ann-Christine (24 Jun 2015). "Under Armour's 'I Will What I Want' Takes Sole Cyber Grand Prix". AdAge. Retrieved 27 March 2019.
  41. ^ Smiley, Minda (27 Jul 2015). "Anatomy of an Ad: Under Armour and Droga5 on creating the 'very unpolished' Gisele Bündchen film". The Drum. Retrieved 27 March 2019.
  42. ^ Nudd, Tim (25 Jun 2016). "Harvey Nichols and Under Armour Take Top Film Lions at Cannes". AdWeed. Retrieved 27 March 2019.
  43. ^ Richards, Katie (11 Aug 2016). "Why Under Armour's Michael Phelps Ad Is One of the Most Shared Olympics Spots Ever". AdWeek. Retrieved 27 March 2019.
  44. ^ Staff (14 May 2008). "2008 Creativity Award Winner: Tap Project". Ad Age. Retrieved 27 March 2019.
  45. ^ Elliott, Stuart (23 Mar 2010). "Clean-Water Cause Keeps Hope Afloat". The New York Times. Retrieved 27 March 2019.
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