Droga5

We have about 20 founding members, and I am thrilled to be joined by Jessica Henrich.

She's the CEO of DonorPollPartners.com. Chioma Aduba, president of Droga5, and Ross Martin, president of Known.

Welcome, all three of you.

Thank you.

So huge success off this thing.

So the campaign was done by Droga5 in New York.

So on Contagious IQ, we interviewed the team behind it.

I'm going to read out a quote from Daniel Kelly, who was the creative director at Droga5 at the time, who said, quote, typically when big corporations change the name, that comes with a lot of money.

We had to be clever about how we did this because of the small budget.

So instead of changing multiple different signs across the entire country, we focused on changing one sign, then shared a video of it on social.

And all of the kind of sniggering that that acronym created in the audience just generated so much belief or delight across the country.

Yeah, and I think the KFC and the IHOP examples actually are quite interesting because I think low budget doesn't always mean low effort.

The work I'm most known for is making AI people actually want to connect with.

And one of the best examples of that is I created a project called The Talking Tree, which started off as a mint plant in my office in Droga 5 that then a lot of people heard about and it grew into The Talking Tree project.

So you had a mint plant.

Yes.

If you look at Accenture as an example, Accenture is a consulting firm at its foundation, an intelligence firm at its foundation, and then it introduced a dec- more than a decade ago Accenture Interactive to move into the media buying space, heavily focused on digital.

And then it added and built Accenture Song by bringing in creative agencies, Droga5 being the most prominent, David Droga then taking over the Accenture Song model.

So if you look at Accenture as the role model, it's increasingly, it's a almost a $20 billion business today.

It's taking money from the holding companies.

Mumbrella reports Clemenger BBDO is closing its standalone media department after losing Samsung, affecting about 50 staff and a division billing more than $120 million a year.

Also per Mumbrella, Amazon has ended its long-running creative relationship with Droga5 ANZ and is hunting a new agency, with Amazon, Droga5, and VML all declining to comment.

On the platform side, Adweek reports Netflix closed its upfront with ad commitments nearly doubling again year over year, on strong demand for sports, including the FIFA Women's World Cup.

In Dubai, out-of-home operator Mada Media says first-half contracts reached about 1.5 billion dirhams across 683 assets, plus two Metro Redline naming rights deals.