Essentia Water announced today their selection of Droga5 as its new lead creative agency of record, following a review managed by Promontory Brands.
Droga5 will be tasked with executing on the brand’s vision and leading strategy across communications channels including advertising, social media and influencer marketing, experiential, corporate website and retail.
Essentia sought a new lead creative agency with “really deep chops of strategic thinking,” Essentia CMO Karyn Abrahamson told Adweek. She was promoted from vice president of marketing and brand innovation in April. She explained, One that worked well with all of their agency partners, including Essentia’s in-house marketing team, to produce “big ideas” that don’t just leverage “creative for creative’s sake.”
Essentia confirmed to Adweek in July that it had launched a creative review. Abrahamson said eight agencies were initially asked to participate, although it is unknown which ones. Essentia then narrowed that list down to three finalists, all of which had to truly be adept in integrated marketing and have a deep understanding of the brand’s target millennial consumer, according to Abrahamson.
Read more at Agency Spy: https://www.adweek.com/agencies/droga5-picks-up-essentia-water-creative-account-following-review/