Dropbox appoints Gale as its global media agency

Dropbox appointed Stagwell's Gale as its global media agency of record following a six-month review conducted by MediaSense. See all of Ad Age's 2023 Agency A-List winners here Gale will be responsible for media in North America, Europe, Asia and Australia according to a spokeswoman for Gale. Metric Theory, which is owned by S4's Media.Monks; along with Kyu Collectives' Kepler Group and independent Brainlabs also participated in the review, according to multiple people close to the situation. Metric Theory previously handled some media duties for Dropbox, according to multiple people close to the situation, but it is unclear whether the agency will retain any business. Mediahub declined to defend the account, which it initially won in 2018. “We are looking forward to supporting the [Dropbox] business as it continues to introduce powerful technologies to help businesses grow and shape the future of work,” Gale Managing Director Sophia Zhang said in a statement. “This is a significant win for Gale and a testament to the strength of our media offering.” MediaSense, Kepler Group, and Brainlabs declined to comment. Media.Monks wasn’t immediately available for comment. Dropbox didn’t comment beyond a statement confirming the win. Mediahub previously handled media for Dropbox in the U.S., according to a spokeswoman for the Interpublic Group of Cos.' agency. She confirmed that its duties did not include search engine marketing, which was handled by Dropbox's in-house media team. “We’ve worked closely with Dropbox for the last four years with great success,” Mediahub said in April when the account was put into review. “As their marketing goals have changed significantly, we’ve mutually agreed to part ways and are not participating in the review. We still have a great relationship and are helping them through this transition.” The SaaS company’s advertising and promotional expenses have increased over the past few years. In 2021 the brand spent $108.6 million on advertising and promotion, up from $81.4 million in 2020 and $88.8 million in 2019, according to its 10-K filings at the end of last year. This is a major win for Gale, which recently picked up business with H&R Block, Seagate, Lumos, Cadre and Carson Wealth. Gale, which has increased its headcount by more than 200% since 2020 to 650 employees, according to a statement by the agency, recently started offering a monthly $600 inflation stipend for U.S. employees who earn less than $150,000 annually. Canadian-based employees will receive $800 in Canadian dollars and staff in India will receive 12,000 rupees, or the equivalent of around $150 as of publication. Ad Age Next: Streaming Get your tickets for the Nov. 10 event in New York and use the code AA50 for $50 off Register here

Dropbox appoints Gale as its global media agency

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