Droga5 brand withdraws from New Zealand as agency rebrands as The Collective

The struggling New Zealand operation of Droga5, which was hit by the loss of key client ASB Bank earlier this year, has rebranded as The Collective.

The move sees the Droga5 brand pull out of New Zealand after just two years in the market.

The rebadged agency, which is believed to have around five staff, will continue to be run by Mike O’Sullivan, who was principal at Droga5 New Zealand, with digital partner Jose Alomajan.

Droga5 New Zealand was not owned by Droga5 – the Droga5 name was licensed to O’Sullivan to operate under, Mumbrella understands, though this was not confirmed by the agency.