School Reports 2018: Droga5 London

Type of agency & ownership:  Advertising agency, minority owned by Endeavour
Nielsen billings 2017: n/s
Declared income: £7.3m
Total accounts at year end: 16
Accounts won: 7 (biggest: Danone)
Accounts lost: 0
Number of staff: 63 (+50%)
Key personnel: David Droga, chairman; Bill Scott, chief executive; David Kolbusz, chief creative officer; Dylan Williams, chief strategy officer
Star player: Christos, editor

This can definitely be chalked up as a second consecutive year of improvement for Droga5 London. The solid foundations laid in 2016 were built upon nicely in 2017.

Take the agency’s first advertising for Secret Escapes. "I shouldn’t even be here" deployed dark humour, with great comic delivery and exquisite timing. Another creative highlight saw the world introduced to the concept of being "kwiffed" in a series of surreal ads for sports-betting app Kwiff. One of the spots, featuring grown men dressed as schoolboys, presided over by a stern but saucy female teacher, had more than a whiff of Kolbusz about it.

The shop entered new territory with the launch of an experiential campaign to promote Paramount’s Baywatch movie, a remake of the 1990s TV hit. Inspired by the series’ famed slow-motion shots of people running, Droga5 organised a "Slow Motion Marathon" in Los Angeles. Thanks to live streaming, it reached an earned-media value of £9.5m. If only the actual movie had proved to be as good as this event.

On the new-business front, Droga5 recorded an impressive 80% pitch-conversion rate. Seven new clients walked through the door, including Peroni UK, Bulk Powders and, its biggest win, Danone’s global yoghurt account.

Over 2017, the agency racked up its first awards successes, winning at the Cannes Lions, the Arrows and Campaign’s Big Awards. More gongs will surely follow in 2018. With a move to east London on the cards, Droga5 is going places in more ways than one.




7 6 7

Agency's year in a tweet

80% pitch conversion. 50% revenue growth. Diverse work which is winning in market

Score key: 9 Outstanding 8 Excellent 7 Good 6 Satisfactory 5 Adequate 4 Below average 3 Poor 2 A year to forget 1 Survival in question


*indicates where agencies claim the corporate governance constraints of the Sarbanes-Oxley legislation