Rothco

Droga5 Dublin

Formerly	Rothco
Company type	Private
Industry	Advertising
Founded	1995;30 years ago (1995) in Dublin, Ireland
Headquarters	Dublin , Ireland
Area served	Global
Products	Brand development Strategy Technology Experience design
Number of employees	150 (2017 [1] )
Parent	Accenture
Website	droga5.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

• 'Shred of Decency' – Ahead of the Irish Same-Sex Marriage Equality Referendum, Rothco launched a campaign to turn anti-same-sex marriage flyers into confetti for same-sex marriages. ^{[12] [13] [14]} The campaign won a Bronze Cannes Lion in 2015. ^[15]

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. Spanier, Gideon (14 December 2017). "Accenture makes tenth agency acquisition of year by buying Rothco in Ireland". Campaign. Retrieved 14 March 2018.
2. "Rothco to Become Part of Accenture Song's Droga5". adworld.ie. 1 July 2022. Retrieved 10 July 2024.
3. "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.

External links

• Rothco.ie website (archived 2022)