Digiday+ Member Article

The era of creative agencies is well and truly over with the sale of Droga5 to a consultancy. Accenture Interactive will now own what has been arguably one of the last “great” creative agencies, with founder David Droga remaining in his role as creative chairman.

Droga5 will retain its brand and remain its own entity. But for Accenture Interactive the acquisition sends a few messages. One is an answer to those who say consultancies lack the creative je ne sais quoi to actually make a mark in this industry. The second is that scale matters, and money talks. Even Droga, who famously said he’d never sell and wanted to stay independent, got a price and a deal he couldn’t say no to.

  • LinkedIn Icon