Droga5
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| Industry | Advertising, Marketing |
|---|---|
| Founded | 2006 |
| Headquarters | New York City, USA |
| Number of locations | Sydney, Australia,Auckland, New Zealand |
| Area served | World Wide |
| Website | http://droga5.com |
Opened in 2006, Droga5 is an independent advertising agency founded by David Droga, who serves as its creative chairman. Headquartered in Manhattan, Droga5 also has offices in Sydney and Auckland. The agency’s clients include Prudential, Puma, Kraft Foods, Microsoft, The Coca-Cola Company, Hennessy and Amstel Light, among others. Droga5 has also launched social projects for UNICEF, the 2008 Obama campaign and the New York City and Oklahoma City Departments of Education.[1] In January 2012, the agency was recognized as Creativity’s Agency of the Year and number two on Advertising Age’s Agency A-List.[2][3]
[edit] Company information
Founding partners David Droga, Andrew Essex, Judd Merkel and Duncan Marshall opened the Droga5 New York office in 2006; Ted Royer joined as a partner in 2007. Droga, Essex, Merkel and Royer are currently executives in the Manhattan office, and Marshall has since transferred to Droga5 Australia.[4] The Sydney office opened in 2008, and Droga5 New Zealand opened in 2010.[5][6]
The Droga5 management team comprises creative chairman David Droga, CEO Andrew Essex, CFO Judd Merkel, president Sarah Thompson, executive creative directors Ted Royer and Nik Studzinski, executive producer Sally Ann Dale, head of strategy Jonny Bauer, head of account management Susie Nam, head of business development Mike Densmore and legal counsel Scott Waldbaum.[7]
In addition to Droga5’s client roster, the agency partners with New York City’s New Museum and the New York City and Oklahoma City Departments of Education.[8]
[edit] Clients
- Amstel Light[9]
- Microsoft Bing[10]
- The Coca-Cola Company[11]
- Hennessy[12]
- Kraft Foods[13]
- Prudential[11]
- PUMA[11]
- TracFone[14]
- UNICEF[11]
- Unilever[15]
- Vestas Wind Systems[16]
[edit] Recent campaigns
[edit] Bing — Jay-Z Decoded
In 2010 Droga5 created a Web-based game to launch music artist Jay-Z’s autobiography. Each page of the book was revealed in a public location before the book’s official release, and players could locate the pages by using Bing search engine and maps.[17]
[edit] UNICEF — Tap Project
In 2007 Droga5 launched the UNICEF Tap Project, an initiative encouraging restaurant patrons to donate $1 for tap water typically served with meals. 2012 will be the sixth year of the program.[18]
[edit] The New York City and Oklahoma City Departments of Education — Million
In 2008 Droga5 launched the Million, an incentive-based program that rewarded New York City students with talking minutes and text messages for improved performance in school. A second pilot program launched in Oklahoma City in 2010.[19]
[edit] The Obama Campaign — The Great Schlep
During Barack Obama’s 2008 presidential campaign, Droga5 launched The Great Schlep, an initiative aimed at generating votes for Obama from the Jewish constituency. The effort consisted of a website and online video featuring comedian Sarah Silverman.[20]
[edit] Prudential - Bring Your Challenges and Day One
Droga5’s first campaign for Prudential was a TV commercial in 2011 featuring footage from 100 different cities of the sunrise on the same day. The spot launched a rebranding of Prudential’s financial services business.[21]
The second campaign for Prudential, also in 2011, included a website and a series of documentaries featuring retirees from across the US to encourage the public to plan for retirement.[22]
[edit] Kraft Athenos — Yiayia
In 2010 Droga5 launched a campaign for Kraft’s Athenos brand of hummus, yogurt and pita. The website and TV commercials created featured a Greek grandmother named Yiayia.[23]
[edit] PUMA – Hardchorus and Social
Droga5 launched the humorous, musical Hardchorus campaign in 2010 to promote Puma and its sponsorship of European football.[24]
Droga5’s ongoing Social campaign for Puma was launched in 2010 (with additional phases added in 2011 and 2012) to promote Puma’s clothing line.[25]
[edit] Ecko – Still Free
Droga5 created and leaked an online prank video of what appeared to be a graffiti artist vandalizing Air Force One with the words “Still Free” to promote Mark Ecko’s website, stillfree.com.[26]
[edit] Vestas — WindMade
In 2010 Droga5 launched a new trustmark for Vestas Wind Systems. The consumer label, called WindMade, is used to distinguish products created or services rendered using wind energy.[27]
[edit] Awards
- 2006: Droga5 won the Cyber Grand Prix at the Cannes Lions International Advertising Festival for their first piece of work, the “Still Free” viral film for Eckō Unltd..[28]
- 2007: Droga5 won a Titanium Award at the Cannes Lions International Advertising Festival for the UNICEF Tap Project.[29]
- 2008: Droga5 was named Creativity's 2007 Agency of the Year and won a Titanium Award at the Cannes Lions International Advertising Festival for the Million, a project for the New York City Department of Education.[30][31]
- 2009: Droga5 won a Titanium Award at the Cannes Lions International Advertising Festival for the Great Schlep, a campaign for the Obama 2008 campaign.[32]
- 2011: Droga5 was named to Advertising Age’s 2010 Agency A-List and won a Titanium Award and three Grand Prix Awards at the Cannes Lions International Advertising Festival.[33][34]
- 2012: Droga5 was named Creativity's 2011 Agency of the Year and number two on Advertising Age’s 2011 Agency A-List.[35][36]
[edit] Droga5 Australia
Droga5’s Sydney office opened in early 2008 lead by former Saatchi & Saatchi Sydney executives David Nobay, Sudeep Gohil and Marianne Bess. In 2009, Droga5 Australia was named "Australian Agency of the Year" by B&T.[37]
[edit] Clients
- Cascade Brewery Co.[38]
- Crown[38]
- News Limited[39]
- Renault[40]
- Reconciliation Australia[41]
- Telstra[42]
- VB[43]
[edit] Droga5 New Zealand
Droga5 New Zealand was started in May 2010 by former Saatchi & Saatchi executives Andrew Stone and Mike O’Sullivan and former DDB strategist Jose Alomajan. The agency’s inaugural client is ASB.[44][45]
[edit] References
- ^ Droga5, New York
- ^ Creativity's 2011 Agency of the Year
- ^ 2011 Agency A-List
- ^ Creativity's 2007 Agency of the year
- ^ Droga5 Sydney
- ^ Droga5 New Zealand
- ^ Agency of the Year press release
- ^ Droga5 Credits
- ^ FoodBev.com
- ^ FoodBev.com
- ^ a b c d Huffington Post
- ^ Adweek
- ^ Advertising Age
- ^ Fast Company
- ^ TapProject.org
- ^ Fast Company
- ^ New York Times
- ^ Elliott, Stuart (5 March 2009). "A Campaign for Clean Drinking Water Expands". The New York Times. http://www.nytimes.com/2009/03/05/business/media/05adco.html.
- ^ Sweney, Mark (12 June 2009). "Droga5 wins two D&AD black pencils". The Guardian (London). http://www.guardian.co.uk/media/2009/jun/12/d-ad-awards-black-pencils-droga5.
- ^ Agency.Asia
- ^ http://finance.yahoo.com/news/Prudential-launches-Bring-bw-1190110740.html?x=0&.v=1
- ^ https://www.cbsoutdoor.com/creative/coolcampaigns/prudential_day_one.aspx
- ^ http://www.adweek.com/adfreak/bitchy-old-women-promoting-kraft-hummus-127018
- ^ http://www.buzzfeed.com/endswell/puma-hardchorus-3f2
- ^ http://www.adweek.com/video/advertising-branding/puma-after-hours-athlete-132933
- ^ http://creativity-online.com/news/droga5-and-crispin-porter-bogusky-nab-top-cyber-honors/123712
- ^ Hickman, Leo (18 January 2011). "WindMade to launch first wind-power product label". The Guardian (London). http://www.guardian.co.uk/environment/blog/2011/jan/18/windmade-wind-power-product-label.
- ^ Creativity Online
- ^ CannesLions.com
- ^ Campaign Brief
- ^ Campaign Brief
- ^ Cannes Report
- ^ Fast Company
- ^ Advertising Age
- ^ Advertising Age
- ^ Advertising Age
- ^ Campaign Brief
- ^ a b B&T
- ^ B&T
- ^ Advertising Age
- ^ B&T
- ^ B&T
- ^ Campaign Brief
- ^ Drinnan, John (5 May 2010). "Droga5 starts small, thinks big". The New Zealand Herald. http://www.nzherald.co.nz/small-business/news/article.cfm?c_id=85&objectid=10642781. Retrieved 29 September 2011.
- ^ Gibson, Nevil (25 June 2010). "TBWA loses ASB, Droga5 victorious". National Business Review. http://www.nbr.co.nz/opinion/hazel-phillips/tbwa-loses-asb-droga5-victorious. Retrieved 29 September 2011.
