When this hoax press release landed in our mailbox, it became clear that the guys and gals over at Droga5 are itching for a little end-of -year levity. That's probably not a bad thing to fit into 2011, before adland battens down the hatches for what is shaping up to be a formidable 2012. Apparently McGarryBowen 's winning streak -- capped off by snagging lead creative duties on Bud Light last week, a pitch that Droga5 participated in -- is so irresistible that even David Droga has chosen the shop to handle a piece of its business. Laughs to be had below.
FOR IMMEDIATE RELEASE: Droga5 Taps McGarryBowen for Its Holiday Card Business
NEW YORK, NY -- December 19, 2011 -- Droga5 today announced its selection of McGarryBowen as the advertising agency of record for its holiday card business. The hard-fought win caps a stellar growth year for Dentsu-owned McGarryBowen. The agency will handle lead creative duties for the Droga5 holiday card account.
"We've decided to go with McGarryBowen," said David Droga, Droga5's Creative Chairman. "After a lengthy review, we simply couldn't ignore the strategic insights into holiday cheer that McGarry brought to the table."
Droga5 spent more than $.0005 million in measured media on its holiday card business in the U.S. in 2010, according to Kantar Media. McGarryBowen beat out a host of shops believed to include Crispin Porter & Bogusky, Ogilvy & Mather , Slingshot Dallas, Wieden & Kennedy and Digitas , as well as longtime incumbent Droga5, which was cut from the shortlist in October, marking the end of a nearly five-year relationship between Droga5 and the Droga5 holiday card account.
"We're surprised about this loss," said Andrew Essex, Droga5's CEO. "We helped build the Droga5 holiday card business from the ground up, and we thought we nailed this year's brief with our integrated idea, 'Happy holidays to all our friends.' This was the one blemish on what could only be described as a spectacular year for us, financially and creatively. We wish the Droga5 holiday card team the best."
For McGarryBowen, which will run the account out of its New York headquarters, the Droga5 holiday card win thrusts the agency under perhaps its brightest spotlight yet.
Ever optimistic, Mr. Essex said, "When one door closes, another one opens. With Valentine's Day right around the corner, we're excited to show the world more pithy card magic."