The New York Times Shakes Up Its Creative Team: Droga5 Out, 72andSunny In!

The New York Times has officially severed ties with Droga5 and welcomed 72andSunny to its creative roster for future brand campaigns. This change comes as the Times aims to diversify its agency partnerships and enhance its marketing strategies. A spokesperson for the Times stated, “We work with a number of agencies and have for a long time. We’ll have more to share on future campaigns when ready to launch.”

A New Era with 72andSunny

According to sources, 72andSunny will take over the role previously held by Droga5, focusing on major brand campaigns for the publication. Bryan Smith, the global chief strategy officer at 72andSunny, expressed excitement about the partnership, emphasizing a shared belief in the transformative power of creativity.

The Legacy of Droga5

The relationship between the Times and Droga5 began in 2016, leading to the launch of the impactful “Truth” brand platform in 2017. This campaign was pivotal during a time when trust in news media was waning, and misinformation was rampant. Over the years, the campaign evolved, introducing various iterations such as “The Truth Is Worth It” and “The Truth Takes a Journalist.”

Recent Changes at Droga5

This transition comes on the heels of Droga5 laying off 4% of its New York office, affecting various roles amid a global review of its relationship with Kimberly-Clark. The agency has also seen significant leadership changes, including the departure of key figures like CEO Dan Gonda and co-chief strategy officer Colleen Leddy. In August, Mark Green was appointed as the new CEO of Droga5, with Pelle Sjoenell stepping in as the global chief creative officer.