The New York Occasions has ended its relationship with Droga5 and has added 72andSunny to its artistic roster to work on main model campaigns, ADWEEK has realized.
The Occasions stated it doesn’t have an company of report and works with a roster of businesses on numerous wants.
“We work with quite a few businesses and have for a very long time. We’ll have extra to share on future campaigns when able to launch,” a spokesperson for The New York Occasions stated.
However in keeping with sources, 72andSunny’s work will exchange Droga5’s place creating massive model campaigns for the publication.
“We’re excited to work with The New York Occasions and have a shared perception within the energy of creativity to drive change for companies,” stated Bryan Smith, international chief technique officer at 72andSunny.
Droga5 didn’t reply to a request for remark.
Constructing the Fact platform
The connection between The New York Occasions and Droga5, which started within the fall of 2016, ended earlier this 12 months.
The company debuted the Occasions’ “Fact” model platform in early 2017, shortly after Donald Trump took the White Home, when belief in information establishments hit an all-time low and misinformation started to skyrocket.
The marketing campaign has since taken on many iterations, together with “The Fact Is Price It” (2018), “The Fact Is Important” (2020), and “The Fact Takes a Journalist” (2021).
In April, Droga5 debuted a marketing campaign highlighting The Occasions’ breadth of content material past information referred to as “Extra of Life, Delivered to Life,” to assist subscriber development.
Modifications at Droga5
The New York Occasions’ shift in company relationships got here earlier than Droga5 laid off 4% of its New York workplace in November, impacting roles of various seniority throughout artistic, information technique, comms technique, and accounts.
The company is dealing with a worldwide evaluation for its relationship with Kimberly-Clark, after being named company of report for its childcare manufacturers in 2019.
Droga5 has additionally suffered some management departures previously 12 months. In January, New York CEO Dan Gonda and co-chief technique officer Colleen Leddy left to affix new company High quality Expertise as CEO and chief technique officer, respectively. In July, co-head of account administration Lindsay Cole left to affix Unusual Artistic Studio New York as president.
