• by Larissa Faw , October 18, 2016

Droga5 is adding media planning to its capabilities because "we found that in order to get the most value out of our creatively led efforts on behalf of our clients, we needed to get closer to how our ideas were coming to life."

The new offering will be delivered via Droga5's communications strategy department led by Colleen Leddy.  

 “While it made sense to separate creative and media in the past to get the most value out of the media buys, the media landscape is much more fragmented now and there is undeniable value in re-bundling creative and media,” says Leddy.

“Designing ideas around where our audience is and how they are using specific channels, versus thinking about channels on the back-end of the process, is key to designing both better creative ideas and better media plans,” she adds.

Droga5 is the second creative agency in as many weeks to add a media capability to its repertoire.  Last week, Walrus announced plans to bring both media planning and strategy in house.