Google Expands Its Relationship With Droga5 After Review

The agency will promote Pixel and G-Suite brands

The agency and client have been working together since 2016. Google
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Google has retained creative agency Droga5 and expanded its remit after a review, according to parties close to the matter.

Three sources told Adweek that Droga5 successfully defended the Pixel phone portion of the account in addition to winning a new contract to promote G Suite, Google’s collection of cloud computing tools that includes Gmail, Google Docs and Google Calendar.

While the Pixel business did not involve a traditional review, Droga5 did reportedly pitch to keep the account alongside multiple other agencies, including New York’s Joan and San Francisco’s Pereira & O’Dell.

The G Suite work, according to sources, followed a more standard review cycle. Anomaly previously handled that part of the business and released a Mondrian-inspired campaign promoting the products in 2016, but it is unclear which shops participated in the most recent pitch.

Google, which rarely shares information regarding its many agency relationships, declined to comment. A Droga5 spokesperson deferred to the client, while Joan declined to comment and Pereira & O’Dell did not respond to related requests.

Droga5 introduced the world to the tech giant’s first branded phone in a 2016 campaign titled “Life by You, Phone by Google” that centered on the company’s ubiquitous search bar. Subsequent work included an influencer-heavy campaign and a tribute to Prince that ran during the 2017 Grammy Awards.

This was not the first time the agency worked with Google. In 2013, it scored lead creative duties on the company’s Motorola Mobility brand without a pitch, but Google sold that property the following year at a massive loss.

Droga5 has won several new accounts in recent weeks after parting with Pizza Hut. They include, most recently, the Kraft Mac and Cheese and Philadelphia Cream Cheese brands.

Google plans to release the Pixel 3 this fall.

@PatrickCoffee Patrick Coffee is a senior editor for Adweek.