How Droga5 Branded Dwayne 'The Rock' Johnson as It Would Any Consumer Product

'Project Rock' brings motivation (and products) to millennials

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When Droga5 sold a 49 percent stake to Hollywood talent agency William Morris Endeavor in the summer of 2013, there was plenty of speculation about how each side might leverage the other—how WME could use Droga's marketing prowess, and how Droga might employ WME's roster of entertainers.

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