The Ad Industry Weighs In on How the Accenture Deal Might Affect Droga5’s Culture
Art Business

The Ad Industry Weighs In on How the Accenture Deal Might Affect Droga5’s Culture

For the last 13 years, Droga5 remained steadfastly independent, creating groundbreaking work with swagger , and eyebrows were raised when news emerged that Accenture Interactive had acquired the shop founded by its talisman, David Droga. On paper, the deal makes sense in many ways. Accenture hasn’t been shy in its ambition to marry its deep brand relationships with creativity delivered through its purchase of some of the hotter independent agencies like Karmarama, Rothco and The Monkeys. But Droga5 is a different kind of beast altogether—an iconic agency brand which could signal the next phase of where consultancies, and independent agencies, might be headed. A nagging issue is not necessarily the deal itself, but rather how Droga5’s culture may, or may not, change. “It’s a big shame that we’ve lost another independent,” said Dave Buonaguidi, former Karmarama CCO and founder, and co-founder of current London agency UNLTD-INC. “Independence is what makes it interesting … it changes and challenges and creates progress. You know what works and what doesn’t, and it’s driven primarily by data, and the role of the independent creative agency has become minimized. I don’t even know what its role is anymore.” For its part, Droga and Accenture […]

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