Streaming music giant Spotify has just appointed Droga5 to take care of its creative duties, with a view to broadening its appeal from tech and music loyalists to a more mainstream audience.
Droga5’s stratospheric success
It’s sometimes hard to remember that Droga5, now one of the most successful U.S. advertising agencies, is a relative newcomer to the industry, having been launched in 2006 by its founder and creative chairman, David Droga. Since then, it’s won a glittering array of awards, including six Cannes Lions, TED Ads “Worth Spreading” Award, and an Art Directors Hall of Fame Award for Droga himself.
Erin Clift, Spotify’s VP of Global Marketing and Partnerships, explained her firm’s reasoning in making the selection:
“We’re very excited to work with Droga5. They are incredibly talented, understand our goals and are passionate about Spotify…and are the perfect partner to help us connect music with a broad, mainstream audience.”
The new campaign: some educated guesses
The details of the new campaign’s rollout are being kept under wraps by both Spoty 5 and Droga5, much to the frustration of the inquisitive advertising copywriter or account manager. But those in the know – executives familiar with the campaign’s aims – it seems a fair bet that the agency will start work on a multi-platform campaign that will include TV ads and will probably run beyond the U.S. into other global markets.
The selection of Droga5 marks the first occasion that the firm has appointed an ad agency and comes just a couple of months after it announced a revamp of its platform. Now that may just have been the prompt to seek out an agency: according to Spotify’s CEO, Daniel Ek, only 1 million of its 5 million paying customers are from the U.S. With the refreshed platform, the firm seems to have decided that a new marketing program was in order, one that aimed to build awareness among U.S. potential subscribers.
And they’ve chosen an ad agency with impressive form to help them achieve their growth ambitions. Last year, Droga5’s U.S. revenue soared by 43 per cent, taking the total to an estimated $41 million. The agency now includes on its roster brands like Kraft, Hennessey, Prudential, Coca Cola (it handles the Coke Zero and Diet Coke brands), Newcastle, and, more recently, American Express.