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


August 19, 2021 by Michael Bürgi

David Droga, who rose to fame as founder of creative agency Droga5 — the maker of some of basically the most lauded advertisements in most modern memory — became once colorful named CEO and creative chairman of Accenture Interactive, the advertising and marketing/advertising/digital companies and products unit of consultancy massive Accenture, which bought his agency in 2019. The run, announced this morning, came as a shock, because the smartly-known advertising creative is legendary to be decidedly un-company.

Droga succeeds Brian Whipple, who grew Accenture Interactive from a little experiment at some level of the Accenture consultancy mothership to $10.6 billion in earnings in fiscal One year 2020. He’s asserted to be retiring.

No longer one to mince words over his profession, Australian-born Droga rose up the ranks of foremost ad agencies take care of Saatchi & Saatchi to finally land the global chief creative officer role at Publicis earlier than initiating Droga5 in 2006. He won the Lion of St. Charge lifetime fulfillment award from the Cannes Lions when he became once entirely 47 and has received multiple other accolades. “As a typical creative, I am all ego and insecurity,” he once said.

One mature agency CEO said the run can even be considered as encouraging since it’s “inserting creativity initially in a firm that isn’t known for creativity. We don’t bear ample characters on this alternate, we’ve all change into take care of Borgs.”

Key significant aspects: 

  • Droga will document to Accenture CEO Julie Candy and launch on Sept. 1. He’ll oversee groups that touch on the disciplines of ticket name advertising, knowledge and man made intelligence, and advertising and marketing operations.
  • He brings a creative scramble to Accenture’s strengths in knowledge and technology, at a time when companies are adapting to contemporary realities in a COVID-19 atmosphere. Most up to the moment Accenture Research reveals that 77 percent of CEOs said they may perchance well perchance “basically replace how their companies will work alongside with customers,” in response to a firm commentary.
  • Droga himself will join the parent firm’s global management committee.

A history of creativity

Droga5 was one of basically the most embellished agencies in the final decade, having earned extra than 25 Company of the One year designations by a series of publications.

Among its most smartly-known advertisements are work for UnderArmour much like “I Will What I Prefer”, a Newcastle Colossal Bowl-themed “If We Made It” campaign that never in fact ran in the Colossal Bowl, and Honey Maid’s “Right here’s Healthful” build that smartly-known diversity. The agency has performed some impressive viral work too, much like untrue-spray painting Air Force One for clothing ticket Ecko.

That worthwhile scramble has prolonged to Accenture Interactive. In June, the firm smartly-known worthwhile the Massive Prix for the Artistic Files Lions — the 2d time it took the glory since the award’s inception in 2015. The firm won for work that Rothco, half of Accenture Interactive, developed for a campaign with Warner Song & Apple, that addressed speech impediments.

Accenture’s acquisitions

Accenture Interactive has been on an acquisitive spree of kinds over the final 10 years, rising its roster of fair agencies, as well to digital and advertising and marketing companies and products companies. Purchases include Bow & Arrow, Karmarama, Fjord, Adaptly and Rothco. The Droga5 decide became once said to bear designate spherical $475 million on the time.

No longer each person smartly-known Accenture’s decide of Droga’s agency on the time — to a couple of it signaled a loss of life knell for creativity. Throughout the 2019 Cannes Lions ad competition, an airplane flew overhead pulling a banner that be taught #freedroga, representing the shock the ad alternate suffered when Droga5 became once bought by Accenture.