“I’ll say this for Droga5,” writes Mumbrella’s Tim Burrowes. “Over the past seven years, no agency has built such a big reputation on so little sustained success.”
Borrowes’ scepticism was triggered by news of the return of creative star David Nobay to the ECD role at the Sydney agency, a move it hopes will revive its fortunes. Fat chance, Burrowes reckons.
“Based on the well deserved global reputation of the US-based Aussie David Droga, the agency’s Sydney operation launched in 2008,” he recalls. “The big local name was David Nobay; Nobby to those who know him.
“Nobby’s previous gig was as executive creative director of Saatchi & Saatchi in Sydney. Saatchis enjoyed a great deal of success during his time there and took a long time to recover from his departure.
“He had a reputation of being a talented creative, a lover of the industry lifestyle, and a charismatic client-facing executive. So expectations were high.
“So high were they that Campaign Brief decreed Droga5 hottest agency of the year in 2008, before they’d actually launched any work.”
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