- Eleftheria Parpis

NEW YORK Method Products has named Droga5 as its lead agency.

The New York shop will launch a new branding campaign for the San Francisco-based environmentally friendly brand early next year.

Method spent $2 million on ads last year and had no measurable media outlay during the first seven months of 2008, per Nielsen Monitor-Plus. The client's ad spend crested at just under $6 million in 2006.
 
"Droga5 is a dynamic agency that is known for taking traditional advertising initiatives and turning them upside down," said Method co-founder Eric Ryan. "We share the same passion and dedication to creating innovation and unique experiences for people, and we are thrilled to be partnering with such a talented team."
 
This is the third creative agency the company has partnered with in the last five years. In January 2007, Method tapped TBWA\Chiat\Day in Marina del Rey, Calif., after the home-care product company ended its three-year relationship with Crispin Porter + Bogusky in late 2006. TBWA's work featured the tagline "Detox your home." Most recently, Method's advertising was handled in-house.
 
"Method has built an amazing brand in such a short period of time," said Droga of the eight-year-old company whose products can be found in more than 25,000 retail locations in the U.S, Canada, the U.K. and Australia. "They're clearly destined for even further greatness, and the chance to help them on that journey is a tremendous privilege."

Method's relationship with AKQA, which handles Web development and digital strategy, remains unchanged. AKQA hired in November 2007.