Creative agencies owned by consultancies are part of a growing club, which isn’t to say they’re on the same side. In fact, it likely makes them doubly competitive, with rivalries extending all the way from the pitch team to the parent company.
That’s why it was nice to see a goodwill gesture from one consultancy-owned agency to another last week with the news that Accenture Interactive is acquiring Droga5. As debates raged across the ad industry about whether the move would stymie Droga5’s famed creative teams, one agency sent a message of quasi-solidarity with the newly acquired shop.
San Francisco-based agency Heat, scooped up by Deloitte Digital in 2016, has obviously been down a similar road. Heat, best known for its award-winning Madden video game work, was named Adweek’s Breakthrough Agency of the Year in 2015. So whether in mutual celebration or commiseration, the agency sent a care package of 30 dozen doughnuts to the team at Droga5.
The gift also included a bunch of pain relievers which could be a signal that the move to a consultancy could result in some growing pains and general discomfort…though in the accompanying video, Heat tells the agency: “Don’t worry Droga. Everything’s going to be alright.”
A Droga5 spokesperson said of the end-of-the-week delivery: “We can safely say the gesture was appreciated across the agency, especially as we had an agency celebration the night before. Doughnuts were just what we needed on a Friday morning!”
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