Droga5 to work on BBC Worldwide
Ad agency Droga5 is to work on a local marketing strtaegy for BBC Worldwide.
The announcement:
Sydney, November 4, 2013: Multi-award winning advertising agency Droga5 has been appointed by BBC Worldwide Australia & New Zealand to work on the masterbrand and portfolio strategy for this territory.
Droga5, which won in a competitive pitch, will create a cohesive masterbrand strategy to enable the BBC brand to grow in Australia and New Zealand.
The agency will begin work immediately on the launch of the new premium BBC channel, BBC First, on Foxtel in August 2014. Droga5 will develop a local portfolio strategy for BBC Worldwide’s range of channels, positioning BBC First alongside existing channels UKTV, BBC Knowledge, CBeebies and BBC World News on the Foxtel platform. The appointment will see Droga5 working alongside US advertising agency, Trollback, which is developing the strategic and creative work for BBC Worldwide’s new global brands and channels, including BBC First.
Droga5 is an independent advertising agency based in Sydney, New York and London, with a reputation for outstanding strategy and creativity. Australian clients include Telstra, Qantas, Woolworths, Lynx, Ing Direct, Boost and the United Nations. The agency recently won a Gold Lion in Cannes for its work on Qantas Frequent Flyer and has captured dozens of other local and international awards over the past 12 months. The BBC Worldwide business will be led by Droga5 Partners David Nobay, Duncan Marshall and Sudeep Gohil.
Melissa Madden, Director of Brands and Marketing for BBC Worldwide ANZ, said: ‘Droga5 won a competitive pitch with their impressive team and unique, creative approach to strategy. They presented a deep understanding of the BBC brand globally with exciting ideas for bringing the BBC to life in this market. We look forward to working in partnership on the brand strategy for our business.’
Sudeep Gohil, Chief Executive of Droga5 said: ‘The BBC is one of the world’s most popular and innovative content companies. We are excited at the opportunity to help them continue to grow their already iconic brand in Australia and New Zealand.’
Source: BBC Worldwide press release
