NEW YORK, Wednesday: In the highest-profile deal the global ad industry has seen in recent memory, Aussie creative overachiever David Droga has sold the agency that bears his name to Dublin-based management consultancy Accenture.
Droga will stay on as creative chairman, leading a team of 500 at offices in New York and London, but ownership will now fall under the Accenture Interactive umbrella. Figures on the size of the deal have not been revealed.
Droga5 had a brief presence in NZ when the agency forged an alliance with former Saatchi ECD Mike O’Sullivan – but this lasted only two years, before folding in 2012.
Yesterday, Droga (now based in New York) said: “This is the start of an exciting new chapter in Droga5’s history. Accenture Interactive is one of the most disruptive forces in the industry, and we have always been a safe space for audacious ideas.”
“Droga5 had a brief presence in NZ when they forged an alliance with ex-Saatchi ECD Mike O’Sullivan.”
US-based Accenture ceo David Rowland said: “We are delighted to bring Droga5’s highly differentiated capabilities to help Accenture Interactive transform experiences for our clients’ customers and continue to be a catalyst for disruption across the industry.
“Droga5 occupies the top echelon of brand agencies and is a great fit for us due to its world-class creativity, strategic rigour and brand experience capabilities. We’re beyond excited about the possibilities of what we can achieve together.”
Droga5’s client list includes Amazon, Tourism Australia, Under Armour and The New York Times.
Droga5’s publicly stated revenue in 2016 was US$170 million and exceeded US$200 million in 2017. Analysts say the firm has grown by at least 20% every year since its formation in 2006.
Accenture Interactive’s revenue jumped 30% last year to US$8.5 billion; with the business accounting for around a fifth of Accenture’s total incomings.
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