• by Larissa Faw , April 23, 2020

Maserati is appointing Droga5 New York as the luxury vehicle’s global lead creative agency of record consolidating all communications under one roof. Up to now Maserati's regional marketing teams have typically employed local agencies.

Maserati sought to have one streamlined partner for its entire portfolio. Maserati and Droga5’s collaboration first began in November 2019 and Droga’s parent company Accenture Interactive has served as the car brand’s digital AOR since 2017.

Now, both teams will help reimagine Maserati’s brand experience and communications across all touchpoints. Next month, Droga5 and Accenture Interactive China’s team will also take over regional brand creative responsibilities for the China market.

“Since its inception in 1914, Maserati has had the audacity and tenacity to break the rules,” says Jonny Bauer, Global Chief Strategy Officer at Droga5. “We’re very excited to infuse this rare and potent spirit across the entire experience on a global stage.”

Their first work is expected to debut in the second half of 2020.