Rothco

Droga5 Dublin
FormerlyRothco
Company type
Private
IndustryAdvertising
Founded1995; 31 years ago (1995) in Dublin, Ireland
Headquarters
Dublin
,
Ireland
Area served
Global
ProductsBrand development
Strategy
Technology
Experience design
Number of employees
150 (2017[1])
ParentAccenture
Websitedroga5.ie

Rothco, later rebranded as Droga5 Dublin,[2][3] is a creative and advertising agency based in Dublin, Ireland.[4] The agency was founded in 1995, employs more than 150 people, and was acquired by Accenture in December 2017.[1][5][6] Accenture, which also acquired the Droga5 agency in 2019,[3] rebranded Rothco as "Droga5 Dublin" in 2022.[2]

Notable campaigns

AIB

  • 'Mick and Kate' – Rothco was the creative agency behind AIB's 'Mick and Kate' mortgage campaign. The campaign became notable, in Ireland, for its focus on customers at the tail-end of the mortgage process.[7][8][9]
  • 'The Toughest' – Rothco's campaign for AIB to reposition the GAA Club Championships won several awards, spawned a series of TV specials, and was featured as a keynote talk during Cannes 2017.[10][11]

Daintree Paper

Defence Forces

  • 'A New Dawn' – Rothco were the agency behind the Irish Defence Forces 'A New Dawn' campaign, a recruitment drive for 18-24 year olds. The campaign saw the Irish Defence Forces use the device of a 'realistic' first-person shooter game to attract over 3,600 applicants.[16][17]

Tesco Ireland

  • 'Big Can Be Good' – Rothco sought to reposition Tesco Ireland by focusing on the brand's reputed benefits to Irish communities.[18][19]

Awards

The company has won a number of awards, including several Cannes Lions awards.[20]

References

  1. ^ a b Spanier, Gideon (14 December 2017). "Accenture makes tenth agency acquisition of year by buying Rothco in Ireland". Campaign. Retrieved 14 March 2018.
  2. ^ a b "Rothco to Become Part of Accenture Song's Droga5". adworld.ie. 1 July 2022. Retrieved 10 July 2024.
  3. ^ a b "Jimi McGrath Takes Over as CEO of Droga5 Dublin". adworld.ie. 15 December 2023. Retrieved 10 July 2024.
  4. ^ "Marketing - Ireland's Marketing & Media Monthly Magazine - Teaming with ideas". Marketing.ie. Archived from the original on 4 October 2013. Retrieved 2 October 2013.
  5. ^ "Rothco Acquired by Accenture Interactive in Landmark Deal". AdWorld.ie. 15 December 2017. Retrieved 14 March 2018.
  6. ^ "Accenture Interactive Acquires Irish Agency Rothco". www.adweek.com. Retrieved 6 June 2018.
  7. ^ "Meet Kate and Mick, that couple who've paid off their mortgage at last". The Irish Times. Retrieved 10 August 2017.
  8. ^ O'Connor, Amy. "The 6 stages of watching *that* AIB mortgage ad". The Daily Edge. Retrieved 10 August 2017.
  9. ^ "AIB and McDonald's Feature Prominently in OOH Brand Recall Survey". AdWorld.ie. 12 May 2017. Retrieved 10 August 2017.
  10. ^ "Rothco and AIB to Deliver Cannes Talk on Setting Creativity Free". AdWorld.ie. 2 June 2017. Retrieved 10 August 2017.
  11. ^ "AIB and Rothco hoping for a 'tough' crowd at Cannes Lions". The Irish Times. Retrieved 10 August 2017.
  12. ^ "CBC - Irish company turns anti-gay pamphlets into confetti for LGBT weddings". The Independent. 8 April 2015. Retrieved 10 August 2017.
  13. ^ Grenoble, Ryan (8 April 2015). "'Shred Of Decency' Campaign Turns Anti-Gay Pamphlets Into Confetti For Same-Sex Weddings". Huffington Post. Retrieved 10 August 2017.
  14. ^ "The paper company in Ireland that shreds anti-gay leaflets and turns them into confetti". The Independent. 8 April 2015. Retrieved 10 August 2017.
  15. ^ "Rothco Wins at Cannes for Shred of Decency Campaign". AdWorld.ie. 26 June 2015. Retrieved 10 August 2017.
  16. ^ Barry, Aoife. "Videogame nets Defence Forces 3,600 applicants from wannabe recruits". TheJournal.ie. Retrieved 10 August 2017.
  17. ^ "World's first for the Irish Defence Forces in new recruitment drive | JOE.ie". JOE.ie. Retrieved 10 August 2017.
  18. ^ "Tesco - Big Can Be Good". ICAD. Retrieved 10 August 2017.
  19. ^ "Tesco Film Advert By Rothco: Big can be good | Ads of the World™". adsoftheworld.com. Retrieved 10 August 2017.
  20. ^ "Rothco Wins Eight FAB Awards for Tesco and Heineken". AdWorld.ie. 26 May 2017. Retrieved 10 August 2017.

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