When New York-based Droga5 was named Creativity's agency of the year in 2007, just over a year after launching, the classic industry backlash centered on complaints that the agency wasn't working on behalf of "real" or big enough marketers. Never mind that with its early work, the shop won every award available, and never mind that that work - efforts like Tap Project - represented the kind of big, useful ideas the industry says it should be producing. Somehow it still wasn't enough for a year-old agency.After its 09 performance, D5 has surely silenced where's-the-beefers with even more new business wins - to duties as AOR for Method, Rhapsody, Net10, Puma and others, last year the agency added Unilever (digital AOR for Suave), Activision and other clients and is working on projects for the likes of Coke and Estee Lauder. And growing 40 percent in a terrible year didn't mean sacrificing creative standards. Per usual, the agency turned out some outstanding work in 2009, including a stellar viral for Activision featuring beloved skateboaring canine Tillman playing (or appearing to play) the Tony Hawk Ride game and a much discussed spot for Method that became even more discussed when it was pulled in response to seemingly fringe consumer complaints. The shop created a visually arresting spot and a site(with Firstborn) for Puma's LIFT shoes, and, for Puma Bodywear, an app built around comely models and the premise: when the markets go down, the clothes come off.
In 2009, the shop became the first agency ever to capture not one but two D&AD Black Pencils for two different clients - winning for The Great Schlep and the Million project for the NY public school board. To cap the year off, the shop's spawn, Droga5 Sydney was named agency of the year in Australia and has turned out one after another interesting, innovative brand initiatives.
See lots more Droga5 work here.