Droga5's Australian chief executive Sudeep Gohil has suggested the agency's expansion into London is just the latest step in its global plans, with the Sydney office set to share in the spoils.
The agency, which has offices in Sydney and New York, has revealed plans to open a third office in London, under the watchful eye of Aussie expat and D5 founder David Droga.
Talking with AdNews, Gohil said the new agency will provide knock-on benefits for the Sydney office, by opening up opportunities to work on more global briefs.
“It's very early days, but this will give the Sydney office more access to global briefs, it will help the whole of Droga5 to work on more global business,” Gohil said.
“Obviously there are plenty of positives. The plan has always been to open more offices. There have been discussions about opening an office in Europe and Asia, but Europe was the next cab off the rank.
“We are setting up the agency to be in a position to have a global footprint. Various agencies around the world have worked on this idea of the micro-network. Agencies like BBH and Wieden, and now us. You don't need an office in every market, but you need to spread into different regions to have that global footprint.”
Gohil said that while senior Australian executives such as himself and creative chairman David Nobay have been closely involved in the strategic elements of setting up the new office, they will not have any operational involvement.
However, he did say that a number of Australian Droga5 staff members might be sent over to the London office to help set the office up and ensure a consistency in culture across Droga5's three offices.
The London office will be led by chief executive Kevin Dundas, who joins from 180 Amsterdam. The executive creative director will be Nik Studzinski while head of account management will be Olivia Legere.
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