Accenture Song has united its UK-based creative capabilities into Droga5 London and has appointed a new trio to oversee the agency in the process.
Droga5 Australia and New Zealand chief creative officer and Accenture Song chief creative officer in Asia-Pacific, Tara Ford (right) will take on the same role at the expanded London agency, replacing Shelley Smoler, who left for Lucky Generals last year.
“The UK is a dynamic, creatively ambitious market, and I’m energised by the opportunity to work with this exceptional new team to deliver innovative creative thinking that pushes boundaries, categories and, with any luck, the industry itself,” Ford said.
Accenture chief strategy officer Will Hodge (centre) moves into the same role at Droga5 London, replacing Damien Le Castrec, who also joined Lucky Generals last year.
On his appointment, Hodge said: “It’s a huge honour to be part of this leadership team and to bring together the best strategic and creative minds in the business under one roof.”
“Droga5 is here to unlock powerful new ways to solve the biggest challenges facing brands today and to find creative opportunity in places others simply can’t reach,” he added.
Bill Scott (left), who served as CEO of Droga5 London since 2015, relinquished his role as Accenture Song UK and Ireland managing director last year to focus solely on Droga5.
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He said: “I’m thrilled to partner with Tara and Will to usher in an exciting new era for Droga5 London. Tara is a visionary leader with a proven track record for delivering industry-defining creativity and Will brings one of the sharpest strategic minds in the business.
“Together we’re building on the agency’s reputation for exceptional creativity; an agency built for our clients, our people, and the challenges ahead.”
As part of the wider restructuring, Accenture Song’s UK creative agency will move into Droga5 London’s City offices, with its staff set to grow by around 100 employees, according to Campaign.
The agency’s flagship client currently include Lidl, The British Army, Plusnet, JP Morgan Chase, Amazon, Philips, Suntory and Amex GBT.
Droga 5 global CEO, Mark Green said: “This is an exciting new chapter for Droga5 in London. The combination of Tara Ford, Bill Scott and Will Hodge will be transformative for our team and clients.
“They are all accomplished in their own ways and truly world class talents. Whilst Bill and Will are no strangers to the London market, Tara really felt like the final piece of the puzzle. I have worked with her for many years, and I cannot wait to see what she does with Bill and Will in London and beyond,” he added.
