Hotshop Droga5 gets dramatically bigger as it raids Y&R and BBH in New York for top creative hires

Does Dave Droga, founder of hotshop Droga5, have a big account in his pocket that he’s not telling us about?

The New York agency has just rehired Kevin Brady, this time as a group creative director, after just one year away as a global creative director at Y&R on Bacardi, Dell and Virgin Atlantic (he must have been busy).

The agency had also hired Swedish creative team Maja Fernqvist and Joakim Saul from BBH New York as creative directors along with six more assorted creatives.

This is a big investment by any standards and testifies both to Droga5’s ambitions and the cash circulating around the US business in particular for what seems to be a small number of talented and, crucially, experienced creatives.

Brady returning to Droga5 so soon is not very good news for Y&R though, especially as the agency’s New York office recently lost its joint CCOs Scott Vitrone and Ian Reichenthal (these titles become more tedious but what can you do?) to Wieden + Kennedy New York.

Elsewhere in the creative firmament Crispin Porter + Bogusky’s recently upgraded Los Angeles office has poached highly-regarded digital wizard Jason Nichols from Saatchi & Saatchi LA.

Creative director Nicholls worked on Toyota at Saatchis where he oversaw a number of excellent, upbeat campaigns for the troubled carmaker.

Crispin Porter has just lost the $300m Burger King account which is reported to account for some 20 per cent of its income but the fearless Miles Nadal, boss of owner MDC, is seemingly undeterred and is pressing ahead with plans to expand LA.

Or maybe Nicholls just got through the door in time.

Meanwhile back in Blighty Mark Lund, who quit recently as head of the rapidly disappearing COI government ad operation, has resurfaced in a start-up called Now.

Lund, who certainly didn’t deserve the brutal treatment meted out to him and his colleagues by Borgia-like cabinet office minister Francis Maude, was a founder partner of DLKW, now merged into Lowe and Partners (so he missed a big pay day too).

His partners in the new agency are former Rapier creative John Townshend and planner Kate Waters.

Townshend told Campaign: “Our meetings will be short, our processes will be collapsed and measurement of our work will be built into our planning.”

I think he meant that the new agency was going to get on with things.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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