According to Whipple, brands now want strategies which are a combination of business and creative solutions.
Droga5, post the completion of the acquisition in May this year, is part of Accenture Interactive.
Agreed, David Droga, founder and creative chairman, Droga5, who said that cited the example of anti-Superbowl campaign created for liquor brand Newcastle, that while the ad performed tremendously well for audiences, the campaign did not have a positive impact on the sales. “The reason was that the in-store agency wasn’t involved. I don’t want to be the best interior designer, who has no idea about other side to the process of constructing a house. The idea is to provide an end-to-end solution,” Dorga added.
The duo spoke on the topic, ‘When worlds collide: the evolution of creativity’, at the 66th edition of Cannes Lions. The session was moderated by Suzanne Vranica, advertising editor, The Wall Street Journal.
Even as the two companies work towards creating seamless strategies, the challenge resides in bringing the two cultures together. “Together techies and creatives can create life changing solutions. In fact, there is a tremendous interest among brands about the kind of offering we will bring to the table,” Whipple added.
According to Droga, together the teams will be able to build real life products, which will have a life changing impact.
For Whipple, most of the divisions including e-commerce, direct marketing, Computer-generated imagery (CGI) are up now. “This will allow us to make real progress,” he noted.
“The future resides in being relevant and the coming of these firms allows to do that,”Droga said.
Source : https://brandequity.economictimes.indiatimes.com/news/cannes-lions-2019-why-droga5-and-accenture-is-the-perfect-marriage-for-the-advertising-business/69844001