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Accenture Interactive is expanding its Droga5 creative agency network globally, announcing the opening of a new office in Japan and further expansion into Brazil and China later this year.
Droga5 Tokyo will be led creatively by Masaya Asai as CCO, who left his role as global creative director at TBWAHakuhodo last month. Its general manager will be Chris Burgess, who most recently was Droga5’s business lead for two of its largest financial clients, Chase and Allstate. Dan Ng, who has been brand strategy lead for some of Droga5’s award-winning work including MailChimp and Facebook, will become the head of strategy in Tokyo.
“Japan has long been a source of inspiration for anyone creative. It’s home to so many brands and visionaries known for their innovation, ingenuity, and integrity,” said David Droga, founder and creative chairman of Droga5. “It’s a natural place for us to open our next gen office. We are grateful and excited for this future.”
In a release, Accenture Interactive said that Droga5 Tokyo will work on both regional and global remits, allowing clients in Asia-Pacific and around the globe to tap into creative expertise from Japan alongside the full capabilities of Accenture Interactive, to deliver work connected across the entire brand experience.
“Droga5’s expansion builds on the success of the new disruptive agency model we’ve pioneered and is a reflection of our continued investment in our clients and people in Asia Pacific,” said Flaviano Faleiro, Accenture Interactive’s president for growth markets.
“Clients across the Asia-Pacific region like us for our creativity, insightfulness, and purposeful work,” he said. “By adding Droga5’s unique capabilities and thinking to our market’s repertoire, we continue to strengthen the value and portfolio of experience-led transformation that we’ve been entrusted to run in the region.”
Droga5, founded by renowned creative David Droga in 2006, has been part of Accenture Interactive since it was acquired by Accenture in 2019. It has worked with AI on brand experience and transformation for clients like Kimberly Clark, Amazon, Facebook, Lululemon and even Accenture itself.
The Tokyo office builds on Droga5’s existing presence in New York and London and represents its first foray into Asia and its second into Asia-Pacific. Before joining Accenture, the agency had opened a Sydney office in 2008 but then closed seven years later in 2015.
Accenture says further details on the China and Brazil offices, which plan to open within the next 12 months, will be made available closer to launch date.
A change for Asai
The recruitment of Masaya Asai from TBWAHakuhodo can be considered a coup for Droga5. Named Campaign Asia’s Japan/Korea Creative Person of the Year for 2020 and in Campaign’s 40 under 40 class of 2019, Asai has won multiple Cannes Lions including a Grand Prix for the ‘Shot on iPhone: World Gallery’ campaign and a Gold for ‘The Most Challenging Ping Pong Table’.
With roots in both Japan and the United States, Asai also served as creative director at TBWAMedia Arts Lab in Los Angeles.
“Droga5 is expanding its global presence and global client base, and it’s exciting that it’s starting with Japan,” said Masaya Asai, chief creative officer, Droga5 Tokyo. “The structure of our leadership team at Droga5 Tokyo allows us to be more locally and culturally fluent, so our work will have maximum impact. We’re also entering the market standing on the shoulders of a robust and talented workforce at Accenture Interactive Japan that is already helping hundreds of clients grow their businesses by leveraging data, technology and innovation.”
More to come