Creative and strategic agency Droga5 has added another tool to its box by adding media planning expertise.
With its new discipline, the A-list agency will help clients maximize their creative efforts. The company calls it an addition to its existing communications strategy department, providing “a more holistic approach to strategic planning,” and giving clients one solution for creating impact, according to a recent release by the company.
“While it made sense to separate creative and media in the past to get the most value out of the media buys, the media landscape is much more fragmented now and there is undeniable value in re-bundling creative and media” said Colleen Leddy, head of communications strategy at Droga5, who will lead the new media planning department. “Designing ideas around where our audience is and how they are using specific channels versus thinking about channels on the back-end of the process is key to designing both better creative ideas and better media plans.”
Since its client roster for media strategy and planning capability is highly varied, ranging from publishing to financial services, gaming, packaged goods and sports, having this new tool seemed like a natural extension for the agency.
“At Droga5, we’ve been inserting media thinking upstream to arrive at our most influential ideas since inception,” added Jonny Bauer, global chief strategy officer at Droga5. “But now, in order to realize the ambition of our creativity as we scale, it’s important that we go beyond communications strategy to extend our media strategy and planning expertise through to execution.”