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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : January February 2008
NE WSM AKER S (d5)2 Just as a new year loomed, CB’s Heather Jacobs was the only trade magazine journo invited to interview David Droga and David Nobay about “the start-up starting a start-up” and the birth of a very special new entry into the local industry - Droga5 Australia FROM RAISING THE IRE of the US Pentagon over a skateboard brand, to t urni ng a humble glas s of ta p water into a global fun d- raising ma chin e, n o-one cou ld accu se Drog a5’ s i conocl ast ic f oun der , David Droga, of shying away from seemingly imposs ible cha llenges. So, with this in mind, h e must be more than a little satisfied with his new Austra lian agency’s o pening magic trick: prying away the coun- try’s most ic onic be er b rand f rom the cl asping han ds o f thr ee of Aus tra lia’s st rong est net wor ks (Clemeng er BB DO, DDB and TBWA) to wi n t he ent ir e V B account, fr om a temporary gar age space in Paddington, Sydney. Led by his n ew par tner and Droga5 Australia’s c reative ch air- man, David ‘Nobby’ Nobay, ju st six st aff of the fledgli ng D roga5 shop convinced one of Victo ria’ s most territorial brands to put their 14 CAM PA I GN B RIE F name behind a b old i dea, i n t he face of over 600-strong s taffer s from the tr aditional r anks of Australia biggest ad agencies. As Nobby explains, the win is the catalyst that turns Droga5 Australia into a t ang ibl e cr eat ive for ce, almost overnight: “The VB c lient wanted an amazingly intimate, col- laborative relationship that’s based on brave ideas, not the comfort of a big agency blanket. We put together an i ncredible team for them on paper, and this win me ans we c an put it straight into action”. That team includes the talents of Aussie expats Cam Bla ckley a nd Matty Burton, fresh fr om wo rking tog ether at Dro ga5 New Yo rk, across much of the agency’s most talked about work, inc luding th e new ‘Milli on’ pr oj ect , which promises to make as much noise as the agency’s hugely successful ‘Tap Proje ct’. Nobay has als o r eached outside the traditional agency ranks to hire Steve Muller as the business director on the business. Muller was pr eviously brand manager for Hei nek en, bot h her e an d i n Holland, and more recently became a part ner in the fas t gr owi ng CoolHunter website. Droga sees the win as being equal- ly defining for his new agency: “If you’d asked me a year ago what would have been my fantasy launch client for the Austral ian o ffice, it woul d serious ly ha ve be en VB. There are a lot of people on both sides of t he wor ld ex ci ted an d focused on making this great.” For many i n t he industry, t he decision to put one of the country’s mos t valuable, p rofit able bran ds into such a new company outside it s Melbou rne base would have se eme d unthinkable only a few months ago, but Drog a see s the move as simply part of a bigger, ? J ANU ARY /FE BRU ARY 2 008
AWARD Awards 2007
March April 2008