Droga5 Sydney closes as agency eyes China

Droga5 logoDroga5 is closing its underperforming Sydney office.

The withdrawal from Australia after seven years in business in that market will give the group more scope to focus on exploring opportunities to expand elsewhere, including China, the agency’s CEO has said.

Sarah Thompson, Droga5’s global CEO said in a press statement: “We continue to realise strong growth in the U.S., and are focusing on creating a world-class leadership team in Europe while simultaneously exploring potential models of offerings in China as our two key priorities outside the US.”

The agency will cease operations at the end of the year.

News of the closure comes a few months after Droga5 Sydney’s ECD Steve Coll resigned and creative chairman David Nobay took on full creative responsibility.

Droga5 founder Dave Droga said: “This was obviously a very difficult decision, both professionally and personally, and as a proud Australian, it was a bitter pill to swallow. However, we see little value in continuing to operate in this market with an office that, sadly, no longer consistently represents the Droga5 brand.”

“Despite world-class local management and many talented individuals working hard, the Sydney office has floundered over the past few years. Some of it was self-inflicted, some of it bad luck and some of it just the befuddling local advertising market. Regardless, we aren’t a company that measures its success by the number of its offices, but rather by the creative output, positive influence and culture of each office.”


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