Since its launch, Droga5 New York has been a consistent contender and winner of Creativity Agency of the Year accolades, and in 2013 came extremely close to nabbing the top honor again, thanks to a steady stream of standout work for big marketers and small.
Motorola was a new presence on Droga5's roster this year. It's not easy to market the Moto X in a world where iPhones and S4s rule, but the agency gave the brand an impresive head start via a hilarious series of spots directed by Speck & Gordon that anthropomorphized competitor phones as a pudgy, pasty and lazy man that just isn't up to the job.
The agency also continued its category-defying work in the liquor and beer realm. Droga5's ballsy Newcastle Brown Ale campaign has positioned positions the beer as a "No Bollocks" kind of beverage, and this year it expanded the platform with TV ads and a Facebook app that exposed the BS behind social posts. Perhaps the most inventive turn was Independence Eve, a made-up holiday to sell more beer, which was accompanied by clever coasters and OOH signs. The agency also brought more sophistication to Hennessy, with the stylish, seductive story about speed demon Sir Malcolm Campbell, directed by Epoch's Martin de Thurah.