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Droga5


Droga5 is a creative advertising agency founded in 2006 by Australian-born executive David Droga and headquartered in New York City. The agency specializes in integrated campaigns, brand experience innovation, and performance marketing, with additional offices in London, Dublin, Tokyo, and São Paulo. In 2019, Accenture Interactive acquired Droga5 for an undisclosed sum, integrating it into what became Accenture Song, with Droga elevated to CEO of the division. Droga5 gained prominence for its disruptive approach to , emphasizing viral, ingenuity-driven concepts that prioritize measurable brand objectives over conventional formats. Notable campaigns include the New York Times' "The Truth is Essential," which highlighted journalism's value amid declining trust, and HBO's activation that engaged fans through branded challenges. The agency has earned multiple Agency of the Year honors, reflecting its influence in redefining creative strategy rooted in empirical outcomes. Despite its successes, Droga5 faced internal challenges, including the 2018 dismissal of its chief creative officer Ted Royer following allegations of , which drew scrutiny to workplace culture in high-profile agencies. The acquisition also sparked debate over preserving the agency's independent ethos within a corporate consulting framework, though it expanded resources for client services.

Founding and Early Development

Establishment and Initial Vision

Droga5 was founded on October 16, 2006, by , an Australian advertising executive, in . Droga, previously global chief creative officer at and creative director at in , established the agency after growing frustrated with contributing to the expansion of other firms without owning the outcome. The venture began modestly with a team of seven employees and no secured clients, emphasizing a startup ethos focused on talent and ideas over immediate revenue. The agency's name, Droga5, originated from the name tags Droga's mother sewed into his clothing as the youngest of five brothers, intended to distinguish his belongings; this personal anecdote underscored the founder's aim for a distinctive, identifiable in the competitive landscape. From , Droga envisioned Droga5 as a creative powerhouse prioritizing "culture first, culture fast," positing that brands achieving rapid cultural integration would secure enduring commercial viability through innovative, purpose-driven strategies. This foundational philosophy rejected conventional advertising models, advocating instead for rigorous creative processes yielding measurable objectives and human-centered narratives capable of transcending boundaries. Droga's approach drew from his early career experiences, including mailroom beginnings in , fostering a commitment to bold, unexpected ideas that challenge norms and drive client success.

Key Early Campaigns and Growth

Droga5's inaugural campaign for fashion brand Ecko Unlimited, launched in 2006, centered on the "Still Free" initiative to reaffirm the brand's roots amid mainstream dilution. The effort featured a simulating a graffiti artist tagging , revealed as promotion for Ecko's Getting Up: Contents Under Pressure, sparking widespread debate and media coverage. This stunt secured a Titanium Lion and Cyber at the 2006 Cannes Lions, establishing the agency's reputation for provocative, integrated work. In 2007, Droga5 partnered with on the Tap Project, an experiential campaign encouraging diners at participating restaurants to forgo free and donate $1 per glass to fund clean water access for children in developing countries. The initiative, which later expanded nationally, leveraged simple behavioral nudges and celebrity involvement to raise awareness, ultimately supporting water provision for over 500,000 people through sustained annual events. Early clients like Prudential followed, with campaigns challenging retirement advertising clichés through narrative-driven spots emphasizing personal agency. The agency's growth accelerated post-launch, starting with seven employees and no initial accounts in 2006. Revenue expanded at least 31% annually in the early years, reaching $14 million by around 2010 while amassing Agency of the Year honors from outlets like and . Droga5 opened its first international office in , , in 2007, signaling operational scaling and attracting clients such as and . By 2010, it had transitioned from an emerging disruptor to a for creative agencies, with U.S. revenue surging 43% year-over-year to $41 million amid consistent award wins.

Leadership and Organizational Structure

David Droga's Role and Influence

David Droga founded Droga5 in 2006 after leaving his position as worldwide creative director at Publicis, establishing the agency in New York with an initial focus on creative strategy and innovative advertising. As the agency's Creative Chairman from its inception through 2021, Droga shaped its core philosophy, emphasizing creativity as a driver of business outcomes rather than traditional interruptive advertising, which he described as evolving into a "union of marketing and entertainment." This approach positioned Droga5 to prioritize viral, culturally resonant work over conventional media buys, distinguishing it from larger holding company agencies. Under Droga's influence, Droga5 cultivated a culture that integrated creative talent with strategic rigor, fostering an environment where multidisciplinary teams collaborated on projects blending , digital innovation, and experiential elements. led to the agency expanding to offices in , , São Paulo, and , while maintaining a flat structure that encouraged risk-taking and rejected hierarchical silos common in the industry. Droga's personal background, including his early career starting in a and growing up in remote , informed this , promoting an underdog mentality and unconventional problem-solving that permeated the agency's output. Droga's tenure as Creative Chairman directly correlated with Droga5's accolades, including being named Agency of the Year more than 25 times and Agency of the Decade by in 2019 and in 2020, reflecting his ability to deliver measurable creative excellence. He personally oversaw campaigns that won the most awards in Lions history for an individual creative, underscoring his influence in elevating the agency's global reputation for breakthrough work. Even post-2019 acquisition by Interactive, Droga retained significant sway over Droga5's operations as a standalone entity within the larger network, preserving its independent creative identity amid integration pressures. His strategic vision transformed Droga5 from a shop into a for agencies, influencing standards for creativity-led .

Executive Changes and Transitions

Following the 2019 acquisition by , Droga5 experienced several executive departures among its founding and long-term leaders, reflecting adjustments to integration within Accenture Song. In April 2023, Susie Nam, who had served as CEO of the since the agency's early days and was instrumental in its operations, left after 14 years; her exit was part of a pattern of notable departures among executives who joined during Droga5's founding era. Earlier, in April 2022, David Kolbusz departed as of Droga5 after seven years, contributing to ongoing flux as the agency adapted to its new corporate structure. Creative leadership saw continued evolution in subsequent years. Executive turnover persisted into 2024, as Droga5 navigated its position within Accenture Song, with the agency actively searching for stable footing amid broader organizational shifts. In 2024, Pelle Sjoenell was appointed worldwide , drawing from his prior role at to bolster global creative direction. By April 2025, Droga5 announced a global creative restructure, appointing Barbara Humphries and Damon Stapleton as co-s to unify and refresh across its network. That same month, in , Tara Ford was named following the departure of James Denton-Clark, joining CEO Bill Scott and chief strategy officer Will Hodge in a new trio aimed at enhancing . Further transitions occurred in mid-2025. In June, Scott Bell departed as after 17 years at Droga5, moving to in the same role, marking the end of a long tenure that spanned the agency's independent and post-acquisition phases. Droga5 ANZ promoted Christie Cooper and James Conner to executive creative directors that month, signaling internal advancement amid external changes. In August, Ann-Christine Diaz joined as global head of reputation and excellence, leveraging her industry experience to support award submissions and creative standards post-David Droga's broader transition. By October 2025, Rafael Rizuto was appointed for and the , arriving from Ogilvy to fill a key creative gap. These changes coincided with David Droga's May 2025 announcement to step down as CEO of Song effective September 1, transitioning to vice chair at , with Ndidi Oteh succeeding him; while Droga retained strategic influence over Droga5's creative ethos, the shift underscored evolving oversight for the agency network he founded.

Creative Output and Notable Campaigns

Breakthrough Advertising Work

Droga5's breakthrough advertising work emerged shortly after its founding, emphasizing subversive, interactive, and culturally resonant concepts that leveraged emerging digital platforms for viral impact and measurable results. The agency's early campaigns disrupted traditional advertising by prioritizing experiential stunts, integration, and cause-driven narratives over conventional TV spots, often generating organic buzz and media coverage that amplified client messages at low cost. One of the agency's inaugural breakthroughs was the 2006 "Still Free" campaign for Ecko Unlimited, which simulated the graffiti-tagging of in a viral video disseminated via and , sparking widespread speculation and Pentagon denials that fueled national media attention. This stunt positioned Ecko as a rebellious brand, demonstrating Droga5's prowess in creating and cultural provocation to build authenticity in urban fashion marketing. In 2007, the UNICEF Tap Project transformed restaurant dining into a fundraising mechanism by encouraging patrons to forgo bottled water and place phones on tables to donate the time saved from refills, ultimately raising millions for clean water initiatives in developing countries. The campaign's simplicity and alignment with anti-bottled-water sentiment exemplified Droga5's ability to fuse behavioral nudges with philanthropy, proving advertising's potential for tangible social outcomes beyond brand promotion. The 2008 "Great Schlep" for the Obama presidential campaign mobilized young Jewish voters via humorous videos urging them to visit grandparents and persuade them to support Obama, generating 342 million impressions and prompting over 25,000 participants through coordination. This effort highlighted Droga5's innovative use of social networks for political activation, blending irreverent comedy with strategies in a manner that influenced dynamics in a key . Subsequent work, such as the 2009 Prudential "Day One" campaign, featured user-generated mini-documentaries of retirees rediscovering purpose, presented through a custom social platform that humanized financial planning and drove engagement in a typically dry category. Similarly, the 2015 "Friends Furever" spots, editing real footage into heartwarming companionship narratives, achieved ubiquity and underscored Droga5's skill in emotional via accessible formats. These campaigns collectively earned Droga5 multiple of the Year honors and established its reputation for campaigns that prioritized cultural and participation over rote messaging.

Political and Advocacy Campaigns

Droga5 has undertaken several campaigns with political dimensions, often aligning with progressive causes or Democratic-leaning initiatives. In 2008, the agency created "The Great Schlep," a viral effort for the Obama presidential campaign that encouraged young Jewish Americans to travel to and persuade elderly relatives to support , leveraging humor and family dynamics to bridge generational gaps in voter outreach. The campaign, which won two D&AD Black Pencils in 2009, featured comedian and aimed to mobilize Jewish voters in a key , contributing to Obama's Florida victory margin of over 236,000 votes. In 2018, Droga5 partnered with Michael Bloomberg's Independence USA super PAC to produce advertisements supporting Democratic candidates in the midterm elections, with the PAC committing an estimated $80 million in spending across battleground districts to counter majorities. These efforts focused on issues like healthcare and , targeting vulnerable seats and helping Democrats flip the U.S. . On the advocacy front, Droga5 collaborated with the REFORM Alliance, co-founded by figures including and , on campaigns addressing . The 2020 "#AnswerTheirCall" initiative highlighted the risks to 2.3 million incarcerated individuals during the , using empathetic storytelling to advocate for policy changes in and systems. This built on the 2021 "Give Life Back" , which sought to transform America's and framework by emphasizing over punitive measures, amid data showing over 4.5 million Americans under community supervision. The agency also supported gun violence prevention through work with the Ad Council and the Brady Foundation (formerly Brady Campaign to Prevent Gun Violence), producing content committed to halving U.S. gun deaths by 2025, amid annual figures exceeding 40,000 fatalities as reported by the CDC. Additional advocacy included the ONE Campaign's "Every Girl Counts" effort, addressing the out-of-school status of 130 million girls globally to combat extreme poverty, and a 2024 UN Foundation partnership mobilizing youth on issues like climate and inequality to influence policy leaders. These projects reflect Droga5's emphasis on purpose-driven narratives, though critics have noted a pattern of alignment with left-leaning advocacy groups, potentially reflecting broader industry tendencies rather than balanced ideological engagement.

Digital and Innovative Projects

Droga5 has pioneered digital campaigns leveraging social mechanics and to drive engagement and fundraising. The agency's Tap Project, launched in 2007, innovated by encouraging restaurant patrons to forgo refills of , with waiters timing how long glasses remained untouched to prompt donations via mobile or online pledges. Subsequent iterations incorporated digital tools, such as a 2013 feature allowing users to "open taps" to connect networks and extend donation chains, and a in later years where users abstained from their phones for 10 minutes to trigger sponsor-funded clean for a for a day. The project raised $5.5 million in its debut year, reaching 80 million people on March 22, 2007, and exceeded $10 million total over eight years, while earning multiple Cannes Lions and . In recent years, Droga5 integrated into experiential installations to blend technology with environmental advocacy. The project, debuted in March 2025 at Morden Hall Park in the UK, transformed a 150-year-old horse chestnut into an interactive using a localized (LLM) on a M4 processor. The system processed real-time bioelectrical signals, , soil , , and data to generate the tree's "voice," enabling visitors to engage in conversations that fostered reflections on nature's agency and human-nature relationships. This sustainable, edge-computed approach minimized cloud dependency and highlighted 's potential for ecological reconnection without specified fundraising metrics. Droga5 advanced privacy-focused wearables with CAPtured, a tech-art headpiece unveiled in 2025 in collaboration with designer Ancuta Sarca. The device employs AI-powered to detect nearby cameras, automatically deploying a to obscure the wearer's identity and prevent unconsented captures, functioning as both a and cultural on . It avoids interference with security systems like , emphasizing targeted protection for individuals wary of online exposure. For client , Droga5 developed the "Make the Impossible Possible" initiative, featuring experimental digital tools like the , an audio track engineered to disrupt neural patterns and eliminate persistent earworms by leveraging principles informed by . The broader campaign assembled interdisciplinary teams to tackle contrived challenges, underscoring collaborative problem-solving through tech-infused prototypes, though specific launch dates and efficacy data remain tied to promotional contexts.

Acquisition and Corporate Integration

The 2019 Accenture Deal

On April 3, 2019, announced an agreement to acquire Droga5, a leading independent creative agency, to bolster its Interactive division's capabilities in brand-building and design. The deal, which had been in negotiation for approximately one year, closed on May 1, 2019, integrating Droga5's operations into Interactive. Financial terms were not publicly disclosed by , but industry estimates valued the transaction at around $475 million, reflecting Droga5's high valuation driven by its reputation for innovative work and client roster including major brands like Apple and . This figure was informed by prior investments, such as Endeavor's acquisition of a 49% stake in Droga5 for $115 million, which fully bought out as part of the deal. The acquisition marked Accenture Interactive's largest to date, following a pattern of over 40 prior buys to expand its services, amid the division's 30% revenue growth to $8.5 billion in the prior fiscal year. Strategically, the move aimed to combine Droga5's creative expertise with 's consulting, technology, and data analytics strengths, enabling end-to-end solutions for clients seeking integrated marketing transformations. All approximately 500 Droga5 employees across its and offices transitioned to Accenture, preserving the agency's independent brand identity initially while leveraging Accenture's global scale. , Droga5's founder, continued as creative chairman, reporting to Accenture Interactive's leadership to guide post-acquisition creative direction. The acquisition underscored a broader industry shift, with consulting firms like challenging traditional ad holding companies by acquiring creative talent to address client demands for data-driven, full-service amid digital disruption. Analysts noted potential risks in maintaining Droga5's within Accenture's corporate structure, though early integration focused on collaborative projects rather than immediate restructuring.

Post-Acquisition Challenges and Adaptations

Following the completion of 's acquisition of Droga5 on May 1, 2019, the agency faced integration hurdles as it merged into Interactive, which rebranded to Accenture Song in 2022 to emphasize its creative and experiential services arm. Early concerns centered on preserving Droga5's independent creative ethos within 's consulting-oriented structure, with industry observers noting risks of bureaucratic slowdowns and diluted agility that could stifle the agency's hallmark bold campaigns. Economic pressures exacerbated these issues, prompting staff reductions; in September 2020, Droga5 eliminated approximately 7% of its U.S. workforce, or about 40 positions at its headquarters, citing broader business challenges amid the downturn. Further cuts occurred in November 2024, when the office laid off 4% of staff across seniority levels, reflecting ongoing market volatility in advertising. Key executive departures, including those in 2023, highlighted talent retention strains post-acquisition, as creative professionals grappled with the shift from boutique autonomy to corporate oversight. Droga's exit as Song CEO in May 2025 underscored leadership transitions amid these fluid dynamics, though he retained influence over Droga5's creative direction. To adapt, Droga5 leveraged Accenture's global resources, combining its creative expertise with data analytics and consulting scale to pursue integrated client solutions, as evidenced by expanded offerings in brand strategy and digital transformation. By March 2025, the agency outlined strategies to reclaim its creative preeminence, including targeted rehiring and process refinements to mitigate integration frictions while capitalizing on Accenture's technological infrastructure for innovative projects. Accenture's broader 2025 restructuring, involving over 11,000 layoffs firm-wide to prioritize AI reskilling, indirectly pressured Song units like Droga5 to streamline operations and focus on high-value, tech-infused creativity. These adaptations aimed to balance Droga5's artistic roots with corporate efficiencies, though persistent industry skepticism persisted regarding long-term cultural preservation.

Controversies and Criticisms

Executive Misconduct Allegations

In February , Droga5 terminated Ted Royer, its New York , following an internal investigation into allegations of leveled by several female employees. The decision came amid the broader #MeToo movement's impact on the , where emboldened reports of led to high-profile exits at agencies including Droga5. Droga5's statement emphasized that the probe uncovered behavior inconsistent with company values, though specific details of the claims—initially shared privately and later referenced in anonymous Instagram posts—were not publicly disclosed by the agency. Royer, a veteran creative known for award-winning work, maintained in subsequent public statements that his actions, while inappropriate by modern standards, reflected a longstanding "rock star creative" culture in that tolerated boundary-pushing behavior from top talent. In October 2019, at the London International Awards , he presented a PowerPoint deck addressing the allegations for the first time publicly, apologizing to affected parties while contextualizing the incidents within industry norms of the era, such as late-night work sessions and alcohol-fueled interactions. This appearance drew criticism for platforming him without survivor input, prompting backlash against the event organizers and highlighting ongoing tensions in the sector over accountability versus redemption. No criminal charges were filed against Royer, and the matter did not result in litigation against Droga5. No other verified executive misconduct allegations have surfaced at Droga5, either pre- or post- its 2019 acquisition by , distinguishing the agency from peers facing multiple scandals. The Royer incident underscored systemic issues in creative agencies, where high-pressure environments and deference to star executives enabled , but Droga5's swift response was cited by industry observers as a model for handling complaints amid evolving standards.

Labor and Ethical Practices

In January 2016, the performers' union launched a public campaign against Droga5, accusing the agency of hiring union-eligible actors for non-union projects, which violated industry standards for fair compensation and benefits. The effort culminated in the delivery of a bearing over 8,000 signatures to Droga5's office, with union representatives labeling the agency's practices as hypocritical given its self-proclaimed commitment to ethical values and social good. Droga5 did not publicly respond to the allegations at the time, and the dispute highlighted tensions in the sector over labor protections for freelance talent. Droga5 has implemented workforce reductions during periods of operational restructuring. In late 2015, the agency closed its office, leading to redundancies for an undisclosed number of local employees amid a strategic refocus on core markets. On February 26, , Droga5 laid off 40 staff members—about 5% of its global workforce of roughly 800—primarily in creative and support roles, a move that surprised industry observers given the agency's reputation for stability. Post-acquisition by Interactive in May 2019, Droga5 conducted further staff cuts. In September , the agency eliminated approximately 40 positions at its headquarters, representing 7% of U.S. employees, attributing the action to pandemic-related business disruptions and client losses. These layoffs aligned with broader industry contractions, where ad agencies faced revenue declines of 10-20% in due to economic slowdowns, though they drew internal for impacting morale in a creative field already prone to high turnover. No formal ethical violations were alleged in these reductions, which followed standard severance protocols.

Political Partisanship Concerns

Droga5 has produced advertising for Democratic political campaigns, including Barack Obama's 2008 presidential bid, where the agency created content aimed at bridging generational gaps among Jewish voters to promote pro-Obama messaging. This work was credited by some observers with contributing to Obama's electoral success, reflecting founder David Droga's involvement in redefining political advertising through viral, entertainment-infused formats. In 2016, Droga5 developed key spots for Hillary Clinton's campaign, such as the "" advertisement, which highlighted Donald Trump's inflammatory statements to underscore contrasts in leadership examples for children. openly endorsed Clinton during this period, aligning with the agency's contributions. No public record exists of Droga5 undertaking comparable projects for candidates, contributing to perceptions of a left-leaning orientation in its political output. Such selective engagement mirrors broader patterns in the sector, where professionals identifying as often conceal their views to avoid professional repercussions, while overt Democratic support—like Droga's—is more visible and uncontroversial within industry circles. This dynamic has prompted discussions on potential ideological homogeneity affecting client and creative impartiality, though Droga5 has not faced formal backlash or client losses tied to these affiliations.

Awards, Impact, and Legacy

Recognition and Industry Influence

Droga5 has garnered extensive recognition within the advertising industry, including designation as , attributed to its bold, genre-spanning campaigns and consistent revenue growth, such as a 62% increase from 2015 to 2016. The agency has been named Agency of the Year more than 25 times across various outlets, reflecting sustained excellence in creative output. In 2016, selected Droga5 as U.S. Agency of the Year for its cultural consistency, talent retention, and production of standout work amid a decade of operation. More recently, it secured its first Emmy Award in 2024 for the "Battle of the Baddest Rumble" promotional announcement, produced in collaboration with Accenture Song for , highlighting its expansion into broadcast excellence. Notable campaign-specific honors include a Lions Grand Prix for the 2010 "Decode " scavenger hunt for , which integrated autobiography promotion with interactive search features. The agency's influence stems from pioneering disruptive campaigns that leveraged digital platforms and to amplify brand impact beyond traditional advertising. Early efforts like the 2006 Ecko "Still Free" hoax, which virally tagged via and , exemplified pre-social media digital innovation, setting precedents for user-engaged stunts. Similarly, the 2008 "Great Schlep" for the Jewish Council for Education and Research generated 342 million impressions and 25,000 sign-ups by humorously mobilizing young voters, blending advocacy with measurable political outreach. Campaigns such as Puma's "Hardchorus" targeted niche audiences with clever, low-budget videos, while Method's "Shiny Suds" parodied industry norms to spotlight product ethics, sparking debates and elevating challenger brands. Droga5's broader industry imprint lies in challenging conventional ad structures through high-concept integrations, as seen in Prudential's "Day One" user-generated retirement stories and UNICEF's Tap Project, which prioritized social contribution over consumption. The "Decode " initiative boosted traffic by 11% via a nationwide hunt, proving experiential marketing's efficacy in driving user acquisition. Later works, including Under Armour's "Rule Yourself" and a Times campaign that propelled subscriptions to 5 million, expanded advertising's role in business transformation and cultural resonance. By fostering partnerships like the 2013 WME deal and emphasizing rigorous strategy over mere execution, Droga5 influenced peers to prioritize creativity as a driver, reshaping models amid shifts.

Broader Cultural and Business Effects

Droga5's emphasis on creative as a measurable driver of outcomes has reshaped standards, prioritizing purpose over traditional disruption models to foster long-term connections and growth. The agency's pioneering "social emotion score," developed by 2017, quantifies 17 distinct emotions from interactions and links them to commercial performance, enabling marketers to refine campaigns based on emotional resonance rather than mere metrics like views or clicks. In business contexts, Droga5's 2019 acquisition by for $475 million underscored a strategic shift among consulting giants toward embedding high-caliber into data-driven services, influencing competitors to pursue similar integrations for holistic client solutions that combine , , and narrative . This model has encouraged corporations to view agencies not as siloed vendors but as partners in enterprise-wide transformation, with Droga5's post-acquisition work demonstrating how creative input can elevate consulting outputs in sectors like and consumer goods. Culturally, Droga5 has advanced advertising's evolution from interruptive ads to viral, entertainment-infused experiences, as championed by founder David Droga since at least 2011, prompting brands to prioritize culturally attuned storytelling that aligns with societal values for sustained relevance. Droga's advocacy for elevating creative personnel into leadership roles, reiterated in 2024, has rippled through the industry, urging a counterbalance to data-heavy approaches with human-centered innovation amid AI's rise, thereby preserving advertising's role in cultural discourse. Designated Ad Age's Agency of the Decade in 2020, Droga5's legacy continues to inspire boundary-pushing work that treats creativity as essential infrastructure for both commercial success and societal engagement.

Recent Developments and Outlook

Leadership Shifts in 2024-2025

In May 2025, , founder of Droga5 and CEO of —the division encompassing Droga5—announced his departure from day-to-day leadership of , effective September 1, 2025, transitioning to a vice chair role at focused on broader strategic initiatives. This shift marked the end of Droga's direct oversight of Droga5's operations within , following his role in integrating the agency post-2019 acquisition, though Droga5 maintained operational autonomy under its global leadership. Accenture Song appointed Ndidi Oteh as its new CEO in October 2025, succeeding Droga and emphasizing a blend of creative and consulting expertise amid industry challenges like integration and client demands for measurable outcomes. Concurrently, Droga5 bolstered its independent global structure with key hires in 2024 and 2025, including Mark Green as Global CEO and Pelle Sjoenell as Worldwide in 2024, alongside Emma Williams as Global Chief Strategy Officer, to drive expansion amid mergers with agencies like The Monkeys in and SOKO in . Further appointments in late 2025 reinforced Droga5's operational backbone: On September 30, Julia Albu—previously chief of staff to Droga—was named Global Chief Transformation and Operations Officer; Lauren Tomlinson became Global Chief Production Officer; and Ruben Mercadal was appointed Global Chief Account Officer, all aimed at scaling creative delivery across Song's network. In October 2025, Rafael Rizuto joined as for and the , bringing over 20 years of experience from Ogilvy to lead regional creative efforts. Regionally, Droga5 London underwent restructuring in April 2025, with Bill Scott as CEO, Will Hodge as Chief Strategy Officer, and Tara Ford joining from Droga5 ANZ to unify creative capabilities under Song, incorporating existing clients and teams. Additional hires included Matt Waksman as Head of Strategy in September 2025, replacing Tamara Conyngham, while veteran Sarah Thompson departed for CEO of GS&P in the same month. These changes positioned Droga5 for sustained growth, leveraging Accenture's technology resources while preserving its creative heritage.

Ongoing Projects and Strategic Directions

Droga5's ongoing projects in 2025 include the Big Game campaign, which debuted during the to create a high-impact for the brand through table-slamming visuals and messaging aimed at capturing viewer attention. The agency continues work with recently acquired clients such as , , , and , stemming from 17 new business wins in 2024 that underscore expanded scopes in , , and sectors. These efforts build on prior campaigns like the 2024 ads referencing quarterback and the Emmy-winning "Battle of the Baddest Rumble" for a client in combat sports entertainment. Retained long-term clients, including and , support sustained projects in media and beverage marketing. Strategically, Droga5 emphasizes rigorous creative processes anchored in brand purpose, with measurable objectives to drive growth-oriented strategies and innovative brand experiences. Under global CEO Mark Green, the agency is integrating more deeply with Song's resources to enhance performance marketing and , aiming to reclaim its creative position amid post-acquisition adaptations. Recent appointments, including Julia Albu as Global Chief Transformation & Operations Officer and Ruben Mercadal as Global in October 2025, alongside Rafael Rizuto's elevation to for and the Americas effective January 2025, signal a focus on , global coordination, and cross-regional creative alignment. This direction prioritizes bold, purpose-driven campaigns while leveraging 's consulting strengths for scalable client solutions.

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