Droga5 to ‘reinvent’ digital offering following Brett Mitchell’s move to Pollen
Brett Mitchell, director of digital at Droga5, is leaving the agency to join Pollen Digital, a move that has prompted Droga5 to ‘reinvent’ its digital offering.
Sudeep Gohil, executive planning director/partner at Droga5, told Mumbrella: “Brett’s departure has given us the opportunity to look at how we actually staff for digital solutions, so rather than simply replace him we have sought to reinvent our digital department.”
Recent digital hires at Droga5 include Andrew Knott from Holler – as a creative technologist – and integrated producer Ryan Chong, who joined from W+K London this week.
The restructure, which is still being worked on internally, will see digital placed “at the heart of the agency”, and the notion of a digital department removed, Gohil explained.
Mitchell, who chaired the cyber jury at AdFest last year, and has campaigns such as Virgin Mobile’s ‘Right Music Wrongs’ and V Australia’s ‘4320’ to his name, takes on a new role as director at Pollen, which started out as Droga5’s preferred production team for digital services in 2008.
On moving to Pollen, Mitchell commented: “We have had a really great close working relationship for many years now, which has produced some truly ground breaking work. So it just really seemed to make sense from a skill and personality perspective to take this as far as we could go.”
Recent collaborations between Mitchell and Pollen sawthem work on clients that included Carlton United Breweries, Telstra and V Australia. This year their work on the “Cascade Brew your Own” site led to a joint AIMIA Award for Best Advertising or Marketing Campaign.
Gohil added: “The Droga5 team is looking forward to continuing to work closely with the Pollen team – including Brett – to produce more high-calibre integrated digital projects.”
Mitchell’s career spans Spin Communications, where he as executive producer for clients Activision, Coca-Cola, Disney, Lee Jeans and Microsoft Xbox, and a developer on the hip-hop website Hookt.com, among others, while in New York.
