Droga5: Has reality caught up with the hype?

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“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.”

There’s much more. Read it all here.

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