Maserati Appoints Droga5 New York as Global Creative Agency

Droga5’s appointment by Maserati comes as the brand enters a new chapter focused on reimagining its brand experience and communications across all touch-points. Droga5 will be responsible for infusing creative and brand strategy into the digital strategy and services that have been overseen by Accenture Interactive since its appointment as Maserati’s digital agency of record in 2017. In May 2020, Droga5 and Accenture Interactive China’s team will also take over regional brand creative responsibilities for the China market.

Alexander Nowak, global head of art at Droga5, says: “Maserati is unlike any other luxury automotive brand, and its voice should be as unique as the sound of its vehicles. It has a strong personality with multiple dimensions, and we're very excited to illustrate that authentic spirit.”

Maserati and Droga5’s collaboration began in November 2019. The first work is expected to debut in the second half of 2020. Paolo Tubito, chief marketing officer at Maserati, comments on the appointment: “Droga5 is known around the world for its exceptionally strong creativity underpinned by strategic smarts. We’re excited to tap into Droga5’s brand strategy and creative expertise and get even more value from our existing relationship with the Accenture Interactive team. We are eager to create together and look forward to the opportunities ahead.”