Droga5 has added a media planning offering, calling it an addition to its existing communications strategy department which will provide “a more holistic approach to strategic planning,” The Drum reports.
“While it made sense to separate creative and media in the past to get the most value out of the media buys, the media landscape is much more fragmented now and there is undeniable value in re-bundling creative and media” Droga5 head of communications strategy Colleen Leddy explained to the publication.
“At Droga5, we’ve been inserting media thinking upstream to arrive at our most influential ideas since inception,” added global CSO Jonny Bauer. “But now, in order to realize the ambition of our creativity as we scale, it’s important that we go beyond communications strategy to extend our media strategy and planning expertise through to execution.”
The move follows Droga5 expanding its production department last month with the arrival of three new hires.
We also learned earlier this month that the agency is working with The New York Times on a project basis. Back in August, Droga5 picked up creative duties for A-B InBev’s malt beverage brand line The Best Damn (known primarily or The Best Damn Root Beer), resigning Newcastle and Strongbow in the process, as well as unnamed future projects for Mondelez’s Trident gum brand.