Droga5
{{short description|American advertising agency}}
{{Infobox company
| name =
| logo = Droga5 logo.svg
| logo_caption =
| logo_size = 150px
| type =
| foundation = 2006
| location_city = Manhattan, New York
| location_country = United States
| location =
| locations = New York, New York, United States
London, England, United Kingdom
Tokyo, Japan
| key_people =
| area_served = Worldwide
| industry = Advertising
Marketing
| services =
| revenue =
| operating_income =
| net_income =
| num_employees =
| parent = Accenture
| divisions =
| subsid =
| caption =
| homepage = {{URL|droga5.com}}
| founder = David Droga
| dissolved =
| footnotes =
| intl =
}}
Droga5 is an advertising agency headquartered in New York City with offices in London, Dublin and Tokyo. It was founded in 2006 by David Droga.
History
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).{{cite news|last1=Dan|first1=Avi|title=Droga5's David Droga About Redefining Advertising|url=https://www.forbes.com/sites/avidan/2011/12/13/the-ad-agency-guru-who-helped-get-obama-elected/#53b37fec1234|work=Forbes|date=December 13, 2011}}
In 2008, Droga5 opened a second office in Sydney in David Droga's homeland of Australia; this office was closed in September 2015{{cite news|last1=Perrett|first1=Michelle|title=Droga5 closes Sydney office|url=http://www.campaignlive.co.uk/article/droga5-closes-sydney-office/1363398|publisher=Campaign|date=September 9, 2015}} as Droga5 turned its focus to the European market and its London office, which opened in 2013.{{cite news|last1=Beltrone|first1=Gabriel|title=London is the Next Market For Droga5|url=http://www.adweek.com/news/advertising-branding/london-next-market-droga5-148880|publisher=Adweek|date=April 25, 2013}}
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."{{cite news|last1=Vega |first1=Tanzina |author-link=Tanzina Vega |title=William Morris to Invest in Droga5, an Ad Agency |url=https://www.nytimes.com/2013/07/12/business/media/william-morris-to-invest-in-droga5-an-ad-agency.html?_r=0 |work=The New York Times |date=July 11, 2013}} Droga5's New York office relocated to Wall Street in 2014.{{cite web|title=Governor Cuomo, Mayor Bloomberg Announce Droga5 to Re-Locate to Lower Manhattan and Create 154 New Jobs|url=https://www.governor.ny.gov/news/governor-cuomo-mayor-bloomberg-announce-droga5-re-locate-lower-manhattan-and-create-154-new|website=New York State Government|access-date=2016-10-02|archive-date=2021-02-04|archive-url=https://web.archive.org/web/20210204233351/https://www.governor.ny.gov/news/governor-cuomo-mayor-bloomberg-announce-droga5-re-locate-lower-manhattan-and-create-154-new|url-status=dead}}{{cite news|last1=Tejada|first1=John|title=Take a Video Tour of Droga5's Offices, Easily the Coolest on Wall Street|url=http://www.adweek.com/video/advertising-branding/agency-taking-creativity-wall-street-162093|publisher=Adweek|date=January 13, 2015}}
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.{{cite journal|title=Droga5's implied price tag? $475 Million: Endeavor's IPO filing reveals clues about what Accenture paid|last=Johnson|first=Bradley|journal=Advertising Age|date=May 27, 2019|volume=90|issue=11|page=1}}
In 2021, Droga5 announced the opening of a new Tokyo office, with plans to expand to Brazil and China.{{cite news|last1=Bonilla|first1=Brian|title=DROGA5 EXPANDS TO TOKYO WITH PLANS FOR OFFICES IN CHINA AND BRAZIL|url=https://adage.com/article/agency-news/droga5-expands-tokyo-plans-offices-china-and-brazil/2337146|publisher=Ad Age|date=May 18, 2021}} In 2024, Drago5 integrated Australian creative agency The Monkeys and also acquired Brazilian agency Soko, amidst a series of departures of prominent staff.{{Cite web |last=Weissbrot |first=Alison |date=2024-11-15 |title=Droga5 New York Lays Off 4% of Staff |url=https://www.adweek.com/agencies/droga5-new-york-lays-off-4-of-staff/ |archive-url=https://web.archive.org/web/20241116021853/https://www.adweek.com/agencies/droga5-new-york-lays-off-4-of-staff/ |archive-date=16 November 2024 |access-date=2024-11-19 |website=Adweek |language=en-US}}
Notable campaigns
- Amazon - Before Alexa{{cite news |last1=Smiley |first1=Minda |title=How Droga5 London Pulled Off Amazon's Super Bowl Ad |url=https://www.adweek.com/agencies/how-droga5-london-pulled-off-amazons-super-bowl-ad/ |accessdate=9 June 2021 |publisher=Adweek |date=4 Feb 2020}}
- Android - Friends Furever{{cite news |last1=Waterhouse |first1=David |title=Google Android's "Friends Furever" Campaign Is Most Shared Ad of 2015 |url=https://unruly.co/news/article/2015/11/19/most-shared-ads-of-2015/ |accessdate=27 March 2019 |publisher=Unruly |date=19 Nov 2015}}{{cite news |last1=Richards |first1=Katie |title=David Droga Tells Us His Top 10 Droga5 Campaigns to Celebrate a Decade in Business |url=https://www.adweek.com/brand-marketing/david-droga-tells-us-his-top-10-droga5-campaigns-celebrate-decade-business-172721/ |accessdate=27 March 2019 |publisher=AdWeek |date=1 Aug 2016}}
- Brady Campaign - End Family Fire{{cite news |last1=Staff |title=Campaign US Power of Purpose Award 2019 |url=https://www.campaignlive.com/article/campaign-us-power-purpose-awards-2019-winners-revealed/1579409 |accessdate=27 March 2019 |publisher=Campaignlive.com |date=18 March 2019}}{{cite news |last1=Staff |title=Campaign U.S. Power of Purpose Awards 2019 winners revealed |url=https://www.campaignlive.com/article/campaign-us-power-purpose-awards-2019-winners-revealed/1579409 |accessdate=27 March 2019 |publisher=Campaign U.S. |date=18 Mar 2019}}
- Chase - This Momma Keeps Going{{cite news |last1=Brewer |first1=Jenny |title=Droga5 and Serena Williams show the parallels between motherhood and world class sports |url=https://www.itsnicethat.com/news/droga5-this-mama-keeps-going-chase-serena-williams-us-open-040919 |accessdate=9 June 2021 |publisher=It's Nice That |date=4 September 2018}}
- Facebook - Never Lost{{cite news |last1=McAteer |first1=Oliver |title=Facebook drops short film to celebrate all the human ways we're enduring global pandemic |url=https://www.campaignlive.com/article/facebook-drops-short-film-celebrate-human-ways-were-enduring-global-pandemic/1678913 |accessdate=9 June 2021 |publisher=Campaign Live |date=31 March 2020}}
- HBO - For the Throne{{cite news |last1=Nudd |first1=Tim |title=HBO and Bud Light's Game of Thrones Ad Wins the Super Clio as the Super Bowl's Best Spot |url=https://musebycl.io/super-bowl/hbo-and-bud-lights-game-thrones-ad-wins-super-clio-super-bowls-best-spot |accessdate=27 March 2019 |publisher=Muse by Clio |date=4 Feb 2019}}{{cite news |last1=Beer |first1=Jeff |title=Why Bud Light's Knight was killed by HBO's Game of Thrones in Super Bowl ad |url=https://www.fastcompany.com/90301515/why-bud-lights-knight-was-killed-by-hbos-game-of-thrones-in-super-bowl-ad |accessdate=27 March 2019 |publisher=Fast Company |date=4 Feb 2019}}
- Hennessy - Maurice and the Black Bear School{{cite news |last1=Staff |title=2017 Webby Award Winner |url=https://www.lbbonline.com/news/your-shot-how-hennessy-vs-and-droga5-brought-the-story-of-the-first-black-chess-grandmaster-to-life |accessdate=9 June 2021 |publisher=Little Black Book |date=15 September 2020}}
- Honey Maid - This is Wholesome{{cite news |last1=Staff |title=D&AD White Pencil Creativity for Good Award 2015 |url=https://www.dandad.org/awards/professional/2015/white-pencil-creativity-for-good/24210/this-is-wholesome/ |accessdate=27 March 2019 |publisher=British Design & Art Direction |date=15 May 2015}}{{cite news |last1=Beer |first1=Jeff |title=How Honey Maid Brought Wholesome Family Values Into The 21st Century |url=https://www.fastcompany.com/3048348/how-honey-maid-brought-wholesome-family-values-into-the-21st-century |accessdate=27 March 2019 |publisher=Fast Company |date=13 Jul 2015}}
- Huggies - Welcome to the World, Baby{{cite news |last1=Hiebert |first1=Paul |title=Huggies Introduces Earth's Youngest Humans in Super Bowl Ad |url=https://www.adweek.com/brand-marketing/huggies-youngest-humans-super-bowl-ad/ |accessdate=9 June 2021 |publisher=Adweek |date=7 Feb 2021}}
- IHOP - IHOb {{cite news |last1=Pidding |first1=Natalie |title=IHOP: A data-fueled solution that rises to the occasion |url=https://www.warc.com/content/paywall/article/IHOP_A_data-fueled_solution_that_rises_to_the_occasion/123623 |accessdate=27 March 2019 |publisher=WARC |date=19 Jan 2019}}{{cite news |last1=Wohl |first1=Jessica |title=Yes, IHOP's Selling More Burgers (Thanks, Marketing) |url=https://adage.com/article/cmo-strategy/ihop-s-selling-burgers-marketing-ploy/313872/ |accessdate=27 March 2019 |publisher=Ad Age |date=13 Jun 2018}}
- MailChimp - Did You Mean MailChimp?{{cite news |last1=Nudd |first1=Tim |title=Droga's MailChimp Campaign Wins One of 3 Cyber Grand Prix Awarded at Cannes |url=https://www.adweek.com/creativity/drogas-mailchimp-campaign-wins-one-of-3-cyber-grand-prix-awarded-at-cannes/ |accessdate=27 March 2019 |publisher=AdWeek |date=20 Jun 2017}}
- Marc Ecko - Still Free{{cite news |last1=Sweney |first1=Mark |title=Spoof Air Force One ad wins Cannes prize |url=https://www.theguardian.com/media/2006/jun/22/advertising.internationalnews |accessdate=27 March 2019 |work=The Guardian |date=22 Jun 2006}}{{cite news |last1=Nudd |first1=Tim |title=A Look Back at the Audacious Air Force One Graffiti Stunt That Put Droga5 on the Map |url=https://www.adweek.com/creativity/a-look-back-at-the-audacious-air-force-one-graffiti-stunt-that-put-droga5-on-the-map/ |accessdate=27 March 2019 |publisher=AdWeek |date=18 Jul 2017}}
- Microsoft Bing - Decoded {{cite news |last1=Gray |first1=Tyler |title=Inside Jay-Z's Launch of "Decoded" With Droga5, Bing |url=https://www.fastcompany.com/1704745/inside-jay-zs-launch-decoded-droga5-bing |accessdate=4 June 2019 |publisher=Fast Company |date=24 Nov 2010}}
- The New York Times - The Truth Is Hard to Find {{cite web |last1=Staff |title=The New York Times The Truth is Hard to Find |url=https://www.effie.org/case_database/case/NA_2018_E-2640-358 |website=www.effie.org |publisher=Effie Worldwide |accessdate=27 March 2019}} + The Truth Is Worth It{{cite web |last1=Staff |title=Digital Trading Awards USA 2017 |url=https://www.digitaladvertisingawards.us/digital-trading-awards-us/digital-trading-awards-usa-2017#67072 |website=www.digitaladvertisingawards.us |publisher=The Drum |accessdate=27 March 2019 |archive-date=27 March 2019 |archive-url=https://web.archive.org/web/20190327221918/https://www.digitaladvertisingawards.us/digital-trading-awards-us/digital-trading-awards-usa-2017#67072 |url-status=dead }}{{cite web |last1=Staff |title=2017 People's Voice / Webby Award Winner |url=https://www.webbyawards.com/winners/2017/websites/general-website/news/the-new-york-times/ |website=www.webbyawards.com |publisher=Webby Awards |accessdate=27 March 2019}}
- Newcastle Brown Ale - If We Made It{{cite web |last1=Staff |title=If We Made It |url=https://clios.com/awards/winner/digital-social/if-we-made-it-2936 |website=clios.com |publisher=Clio Awards |accessdate=27 March 2019}}{{cite news |last1=Beltrone |first1=Gabriel |title=The Best Ad of 2014 Was Brilliant and Subversive, and It Wasn't Even Real |url=https://www.adweek.com/brand-marketing/best-ad-2014-was-brilliant-and-subversive-and-it-wasnt-even-real-161665/ |accessdate=27 March 2019 |publisher=AdWeek |date=30 Nov 2014}}
- Paramount+ - Journey to the Peak
- Prudential - Day One{{cite web |last1=Staff |title=2013 Bronze Prudential - Day One: Painting a real picture of retirement in America |url=https://effie.org/case_database/case/NA_2013_7504 |website=effie.org |publisher=Effie Worldwide |accessdate=27 March 2019}}{{cite news |date=18 Nov 2011 |title=Prudential: Day One: Mujahid—Best of 2011 TV #8 |url=https://adage.com/creativity/work/day-one-mujahid-best-2011-tv-8/25308 |accessdate=27 March 2019 |publisher=AdAge}}
- Puma - The After Hours Athlete{{cite web |last1=Staff |title=Puma 'after hours athlete' by Droga5 |url=https://www.campaignlive.co.uk/article/puma-after-hours-athlete-droga5/1021843 |website=Campaign Live |publisher=Campaign |accessdate=4 June 2019}}
- The Great Schlep feat. Sarah Silverman{{cite web |last1=Staff |title=The Great Schlep |url=https://www.dandad.org/awards/professional/2009/integrated/16992/the-great-schlep/ |website=www.dandad.org |publisher=D&AD |accessdate=27 March 2019}}
- Tourism Australia - Dundee (2018){{cite web |last1=Staff |title=PRWeek U.S. Awards 2019: The Winners |url=https://www.prweek.com/article/1579436/prweek-us-awards-2019-winners |website=www.prweek.com |publisher=PRWeek |accessdate=27 March 2019}}{{cite news |last1=Poggi |first1=Jeanine |title=Behind Tourism Australia's Worst-Kept Super Bowl Secret |url=https://adage.com/article/special-report-super-bowl/tourism-australia-s-worst-super-bowl-secret/312244/ |accessdate=27 March 2019 |publisher=Ad Age |date=4 Feb 2018}}
- Under Armour - I Will What I Want{{cite news |last1=Diaz |first1=Ann-Christine |title=Under Armour's 'I Will What I Want' Takes Sole Cyber Grand Prix |url=https://adage.com/article/special-report-cannes-lions/armour-s-i-i-campaign-starring-gisele-bundchen-takes-sole-cyber-grand-prix-cannes/299195/ |accessdate=27 March 2019 |publisher=AdAge |date=24 Jun 2015}}{{cite news |last1=Smiley |first1=Minda |title=Anatomy of an Ad: Under Armour and Droga5 on creating the 'very unpolished' Gisele Bündchen film |url=https://www.thedrum.com/news/2015/07/27/anatomy-ad-under-armour-and-droga5-creating-very-unpolished-gisele-b-ndchen-film |accessdate=27 March 2019 |publisher=The Drum |date=27 Jul 2015}}
- Rule Yourself{{cite news |last1=Nudd |first1=Tim |title=Harvey Nichols and Under Armour Take Top Film Lions at Cannes |url=https://www.adweek.com/brand-marketing/harvey-nichols-and-under-armour-take-top-film-lions-cannes-172253/ |accessdate=27 March 2019 |publisher=AdWeed |date=25 Jun 2016}}{{cite news |last1=Richards |first1=Katie |title=Why Under Armour's Michael Phelps Ad Is One of the Most Shared Olympics Spots Ever |url=https://www.adweek.com/brand-marketing/why-under-armours-michael-phelps-ad-one-most-shared-olympics-spots-ever-172931/ |accessdate=27 March 2019 |publisher=AdWeek |date=11 Aug 2016}}
- UNICEF Tap Project{{cite news |last1=Staff |title=2008 Creativity Award Winner: Tap Project |url=https://adage.com/article/the-creativity-awards/2008-creativity-award-winner-unicef-tap-project/127040/ |accessdate=27 March 2019 |publisher=Ad Age |date=14 May 2008}}{{cite news |last1=Elliott |first1=Stuart |title=Clean-Water Cause Keeps Hope Afloat |url=https://www.nytimes.com/2010/03/24/business/media/24adco.html |accessdate=27 March 2019 |work=The New York Times |date=23 Mar 2010}}
References
{{Reflist|30em}}
External links
- {{Official website|www.droga5.com}}
Category:Advertising agencies based in New York City
Category:Companies based in Manhattan
Category:Marketing companies established in 2006
Category:American companies established in 2006
Category:2006 establishments in New York City