A-List: Droga5 New York

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Soon after its launch in 2006, Droga5 hit the ground running, hogging all the big awards along the way, including Cannes Grand Prix, a Titanium Lion and Creativity's Agency of the Year title. Now having completed its fourth full year of business, the shop has reached a new level of maturity, boasting a successful second office in Sydney, a new president--former Head of Account Management Sarah Thompson and about 115 staffers.

The agency continued to turn out category-defying and category-creating work for its clients. Its global campaigns for Puma, for example, included the "Hardchorus" effort featuring singing barroom blokes, and Puma "Social," a campaign that recast the brand as outfitter of the "after hours" athlete. The campaign consisted of one of the year's best spots, directed by Ringan Ledwidge, new merchandise, event spaces, and a new media property, the Life Scoreboard. A joint venture with Viacom, the mobile and online app allows users to create a scoreboard for virtually anything they do, and anyone or anything they do it with. The shop also teamed with Yves Behar's design studio fuseproject on a brilliant green rethink of Puma packaging, replacing the cardboard box with a more environmentally friendly bag.


Outside of Puma, the agency re-imagined the idea of outdoor for Jay-Z and Microsoft's Bing with the launch campaign for the artist's recently released memoir "Decoded." Droga5 took every page of the book and put each on display in the real world in unexpected settings—from the bottom of a hotel pool to a restaurant's dishes. And for those fans around the world who couldn't access the real-life displays, an online scavenger hunt leveraged Bing and Bing Maps to bring the pages to them digitally.

Meanwhile, the projects that first made Droga5 famous continue to build. Tap is moving into its fourth year, while the Million mobile phone initiative broke out of its native New York to launch in middle America throughout public schools in Oklahoma. For 2011, eyes will be on what creative spin the agency can put on a big new client in a typically stodgy category—Prudential Insurance. But, as Creative Chairman Droga says, "Creativity and effectiveness and impact don't have to be diluted the bigger the opportunity or the bigger the mandate."

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