West Elm Selects Droga5 as Its First Creative Agency

By Erik Oster 

westelmBrooklyn-based design and furniture retailer West Elm, Williams-Sonoma’s fastest growing brand, has selected Droga5 as its creative agency as it prepares to make its first leap into the world of advertising. Until now, the brand’s marketing has been largely limited to social media and content marketing.

The business will be run out of New York, as West Elm focuses on expanding and raising its profile globally, Jonny Bauer, global chief strategy officer at Droga5, told Campaign. “West Elm wants to change the way that people perceive what design is and what it should be able to do,” he said, adding that the agency’s first work for the brand, expected to roll out this autumn, would be a “non-traditional” integrated campaign with a focus on social media.

Vanessa Holden, senior vice president, creative director at West Elm, explained to Campaign that the brand’s marketing message would focus on the brand’s socially responsible business practices. “We think about the financial and social impact of every dollar we spend. And we want our customers to do the same with every purchase they make,” she said.

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