• by Steve McClellan  @mp_mcclellan, July 9, 2015

Energy giant NRG has hired New York-based creative agency Droga5 as agency of record. The agency is tasked with promoting NRG’s “master brand” and building its social presence. The agency will also develop a campaign for the company’s home solar division.

“NRG needed a strategic partner that could help ignite a real conversation about energy beyond our industry,” says Sicily Dickenson, CMO and SVP, Marketing and Customer Experience at NRG. “Droga5 was the clear choice to help us find disruptive ways to engage with and inspire people to take action around a complex but important topic—the future of our planet.”

An integrated campaign for the NRG master brand is set to roll out this summer across the country. Home solar will follow later in the season.

NRG came to Droga5 by way of IMG, NRG’s strategic sports consultancy. Two years ago, Droga5 sold a nearly 50% stake in the agency to William Morris Endeavor, which subsequently merged with IMG.

“We’re very excited to be working with NRG in building a smarter energy revolution,” says Sarah Thompson, Global CEO at Droga5.