Cheat Sheet: What David Droga’s ascension to CEO of Accenture Interactive strategy for creativity

August 19, 2021 by Michael Bürgi

David Droga, who rose to repute as founding father of creative agency Droga5 — the maker of a pair of of the most lauded ads in most up-to-date reminiscence — modified into once correct named CEO and creative chairman of Accenture Interactive, the advertising/advertising/digital services and products unit of consultancy giant Accenture, which purchased his agency in 2019. The cross, launched this morning, came as a shock, as the infamous advertising creative is known to be decidedly un-company.

Droga succeeds Brian Whipple, who grew Accenture Interactive from a limited experiment inner the Accenture consultancy mothership to $10.6 billion in earnings in fiscal 300 and sixty five days 2020. He’s declared to be retiring.

Now no longer one to mince words over his occupation, Australian-born Droga rose up the ranks of important advert agencies cherish Saatchi & Saatchi to ultimately land the arena chief creative officer purpose at Publicis earlier than starting Droga5 in 2006. He received the Lion of St. Label lifetime success award from the Cannes Lions when he modified into once most productive 47 and has got more than one diversified accolades. “As a common creative, I’m all ego and insecurity,” he once mentioned.

One old agency CEO mentioned the cross could maybe maybe even be viewed as encouraging attributable to it’s “placing creativity first and critical in an organization that isn’t known for creativity. We don’t relish satisfactory characters on this replace, we’ve all change into cherish Borgs.”

Key limited print: 

  • Droga will document to Accenture CEO Julie Candy and beginning on Sept. 1. He’ll oversee groups that contact on the disciplines of tag advertising, recordsdata and synthetic intelligence, and advertising operations.
  • He brings a creative hurry to Accenture’s strengths in recordsdata and technology, at a time when companies are adapting to contemporary realities in a COVID-19 environment. Most up-to-the-minute Accenture Study reveals that 77 percent of CEOs mentioned they’ll “fundamentally replace how their companies will engage with clients,” in step with an organization commentary.
  • Droga himself will be a part of the guardian company’s world management committee.

A historical previous of creativity

Droga5 grew to alter into really appropriate one of the most adorned agencies in the final decade, having earned more than 25 Company of the Yr designations by a good deal of publications.

Amongst its most infamous ads are work for UnderArmour such as “I Will What I Desire”, a Newcastle Luminous Bowl-themed “If We Made It” advertising campaign that never truly ran in the Luminous Bowl, and Honey Maid’s “Right here’s Healthful” place that infamous range. The agency has performed some spectacular viral work too, such as false-spray painting Air Power One for clothing tag Ecko.

That winning hurry has prolonged to Accenture Interactive. In June, the company infamous winning the Sizable Prix for the Creative Data Lions — the 2nd time it took the respect since the award’s inception in 2015. The corporate received for work that Rothco, allotment of Accenture Interactive, developed for a advertising campaign with Warner Music & Apple, that addressed speech impediments.

Accenture’s acquisitions

Accenture Interactive has been on an acquisitive spree of varieties over the final 10 years, rising its roster of self reliant agencies, as well as digital and advertising services and products companies. Purchases consist of Bow & Arrow, Karmarama, Fjord, Adaptly and Rothco. The Droga5 lift modified into once mentioned to relish ticket around $475 million on the time.

Now no longer each person infamous Accenture’s lift of Droga’s agency on the time — to a pair of it signaled a death knell for creativity. For the length of the 2019 Cannes Lions advert competition, an airplane flew overhead pulling a banner that read #freedroga, representing the shock the advert industry suffered when Droga5 modified into once purchased by Accenture.

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