Droga5 Sells Itself To Accenture As Ad Agency Models Change

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Giant consulting firm Accenture has bought New York advertising agency Droga5 for an undisclosed price. Generally considered one of the most creative ad agencies of this era, Droga5 and its 500 employees will become part of its Accenture Interactive unit, which is led by Brian Whipple. Droga5 has been behind memorable advertising, including commercials for Amazon Prime Video, Tourism Australia, The New York Times, IHOP and was responsible for HBO’s “Game of Thrones-Bud Light Super Bowl” surprise commercial.  Says David Droga, who will remain creative chairman and once swore never to sell the independent agency: “The world of advertising is changing, and we are excited for this incredible opportunity with a company that will add more dimension to our best ideas and push us beyond our existing ambitions. The proposition we can bring to market with Accenture Interactive will transform the industry. … 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.” Accenture issued this statement: “Today’s news represents an evolution in Accenture Interactive’s journey to build a new agency model — one with the power to engineer transformative brand experiences, and infuse those experiences with the emotional and inspirational power of brand thinking and creativity.”