Rothco Explained

Droga5 Dublin
Former Name:	Rothco
Type:	Private
Industry:	Advertising
Foundation:	in Dublin, Ireland
Location City:	Dublin
Area Served:	Global
Products:	Brand development Strategy Technology Experience design
Num Employees:	150
Num Employees Year:	2017
Parent:	Accenture
Location Country:	Ireland

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

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 national and international awards,^{[20] [21]} including several Cannes Lions awards.^[22] Other awards include:

• 2012 - Silver Midas (Allied Irish Banks Small Business Support).
• 2012 - Webby Awards Honoree (O2 'Bring Back the Roar').
• 2013 - APMC (Gold & 4 Silver); Love Radio Awards (Grand Prix)
• 2014 - Kinsale Sharks (14 sharks); AdFX (2 Gold); Marketing Society (Excellence Award)
• 2015 - Cannes Lions Festival of Creativity (Bronze); APMC (3 Gold & 3 Silver); An Post Marketing Awards (Grand Prix); ICAD (17 bells); Kinsale Sharks (21 sharks)
• 2016 - Cannes Lions Festival of Creativity (Silver);^[23] APMC (5 Gold & 6 Silver); An Post Marketing Awards (4 Gold & 3 Silver); ICAD (14 bells); AdFX (Grand Prix & 5 Gold)^[24]
• 2018 - 7 Cannes Lions and the Grand Prix in the 'Creative Data' category. Also awarded Eurobest 'Agency of the Year'

External links

• Droga5 Dublin website
• Rothco.ie website (archived 2022)

Notes and References

1. Web site: Rothco to Become Part of Accenture Song's Droga5 . adworld.ie . 1 July 2022 . 10 July 2024 .
2. Web site: Jimi McGrath Takes Over as CEO of Droga5 Dublin . adworld.ie . 15 December 2023 . 10 July 2024 .
3. Web site: Marketing - Ireland's Marketing & Media Monthly Magazine - Teaming with ideas. Marketing.ie. 2013-10-02. dead. https://web.archive.org/web/20131004213211/http://www.marketing.ie/index.jsp?p=323&n=340&a=359. 4 October 2013. dmy-all.
4. News: Spanier. Gideon. Accenture makes tenth agency acquisition of year by buying Rothco in Ireland. 14 March 2018. Campaign. 14 December 2017.
5. News: Rothco Acquired by Accenture Interactive in Landmark Deal. 14 March 2018. AdWorld.ie. 15 December 2017.
6. Web site: Accenture Interactive Acquires Irish Agency Rothco. www.adweek.com. en-US. 2018-06-06.
7. News: Meet Kate and Mick, that couple who've paid off their mortgage at last. The Irish Times. 2017-08-10. en-US.
8. News: The 6 stages of watching *that* AIB mortgage ad. O'Connor. Amy. The Daily Edge. 2017-08-10. en.
9. Web site: AIB and McDonald's Feature Prominently in OOH Brand Recall Survey . 2017-05-12. AdWorld.ie. 2017-08-10.
10. Web site: Rothco and AIB to Deliver Cannes Talk on Setting Creativity Free . 2017-06-02. AdWorld.ie. 2017-08-10.
11. News: AIB and Rothco hoping for a 'tough' crowd at Cannes Lions. The Irish Times. 2017-08-10. en-US.
12. News: CBC - Irish company turns anti-gay pamphlets into confetti for LGBT weddings. 2015-04-08. The Independent. 2017-08-10. en-GB.
13. News: 'Shred Of Decency' Campaign Turns Anti-Gay Pamphlets Into Confetti For Same-Sex Weddings. Grenoble. Ryan. 2015-04-08. Huffington Post. 2017-08-10. en-US.
14. News: The paper company in Ireland that shreds anti-gay leaflets and turns them into confetti. 2015-04-08. The Independent. 2017-08-10. en-GB.
15. Web site: Rothco Wins at Cannes for Shred of Decency Campaign . 2015-06-26. AdWorld.ie. 2017-08-10.
16. News: Videogame nets Defence Forces 3,600 applicants from wannabe recruits. Barry. Aoife. TheJournal.ie. 2017-08-10. en.
17. News: World's first for the Irish Defence Forces in new recruitment drive JOE.ie. JOE.ie. 2017-08-10. en.
18. News: Tesco - Big Can Be Good. ICAD. 2017-08-10. en-GB.
19. Web site: Tesco Film Advert By Rothco: Big can be good Ads of the World™. adsoftheworld.com. en. 2017-08-10.
20. Web site: IAPI - Rothco. iapi.ie. 2017-08-10.
21. Web site: Rothco Wins Eight FAB Awards for Tesco and Heineken . 2017-05-26. AdWorld.ie. 2017-08-10.
22. Web site: Rothco is now Droga5 Dublin . iapi.ie . 15 July 2022 . 10 July 2024 . Rothco has been awarded 23 Cannes Lions and is the only Irish agency to win two Cannes Lions Grand Prixes .
23. Web site: Rothco Wins Silver Cannes Lions . 2016-07-01. AdWorld.ie. 2017-08-10.
24. News: Rothco Steals the Spotlight at ADFX Awards with Orchard Thieves LBBOnline. 2017-08-10. en.