Droga5: Mumbrella Creative Agency Review – a charmed brand with plenty to prove
The newly published Mumbrella Creative Agency Review examines Australia’s top 30 ad agencies. Today Robin Hicks examines how Droga5 has fared over the last 12 months.
Droga5 is an agency with a charmed brand, and one that punches well above its weight. Still a young, smallish agency with 50 staff, our survey places Droga5 as Australia’s fourth best player, beating plenty of more established, far bigger, but less fashionable shops.
However, the wider industry seems to think Droga5 is better than the experts do. Droga comes second only to BMF in our reader survey, topping the lot for planning (strategic planning director Sudeep Gohil’s chairmanship of the Account Planning Group will have helped) and integration. But it is fifth best in the eyes of our panel.
While scoring very well overall for creativity, talent, planning and its impact on the industry, the agency tumbles out of the top ten for effectiveness (also its weakest score in the reader survey), client stability and commercial success.
While some things may well have been missed in our agency summaries, other stuff will, of course, have happened since the book has been published.
Droga5’s creative chairman David Nobay would like us to point out that the agency has had the following pieces of good fortune in the last six months, some of which we will cover in our next edition of the Mumbrella Creative Agency Review.
In Nobby’s words:
1) We replaced Toyota loss with Renault
2) We significantly increased the relationship with Telstra
3) Won SportsBet.com.au
4) Won lion’s share of Kraft (arguably biggest review so far this year)
5) Won global duties for Jurlique
6) Just got added to the Unilver roster after being awarded their premium brand, Lynx
Cheers,
Robin – Mumbrella