“I want CMOs to love us”: Droga5 chairman

1 year ago

David Droga has been in the news lately, and it’s all been about Accenture Interactive snapping up Droga5 and the collective gasps as the whole affair unfolded.

DigiDay UK recently got in touch with Droga to talk about things in a rather candid chat.

He revealed that the recent tie-up with Accenture Interactive was very personal and also emotional too.

“It was sort of a meeting of the minds, but nobody was a passive partner, they are the bigger player but in my delusional mind, we bought it,” he said.

While some quarters have said that Droga ‘sold out’ by agreeing to be acquired in such a manner, he sees it differently.


Brian Whipple (left), global CEO, Accenture Interactive and David Droga (right), founder & creative chairman, Droga5 

“Do we bring a strategic rigor or unvetted creativity they could benefit from? We kind of both need each other,” he explained.

It’s common knowledge that creative agencies are going through tough times, with margins becoming thinner and creative work being sold on the cheap.

Droga states that the real money is being spent on people on who control the customer experience.

“Blue chip brands give agencies on record (AORs) fees of $10 million or $15 million…but the people who are controlling the customer experience, they’re getting paid an ongoing fee of $100 million a year,” he added.

“I don’t need that number, but what I want is to be that important and that influential…I want CMOs to love us and CEOs to love us as well,” which is pretty much the real reason for this new merger.

Source: DigiDay UK

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