YMCA USA Appoints Droga5 as Agency of Record
Following a competitive review, YMCA of the USA, the national resource office for 2,700 Ys, has selected creative agency Droga5 to support its national positioning efforts. The agency will be charged with developing a comprehensive creative strategy that will help to increase understanding of the Y’s national impact in communities across the country, engage individuals more deeply in the Y’s cause and support the Y’s fundraising efforts.
“The Y is moving the needle on critical social issues in important ways. However, research tells us there is still some confusion as to the depth of our work,” said Donna Bembenek, Vice President of Marketing Communications, YMCA of the USA. “We are thrilled to work with Droga5 to develop compelling, creative ways to bring our story to life in order to help the public understand the impact their local Ys are driving every day.”
“YMCA of the USA was drawn to Droga5 because of its depth of experience in addressing complex issues as well as its solid track record for great creative and strategic thinking,” said Kate Coleman, Executive Vice President, Chief Strategy/Advancement Officer, YMCA of the USA. “We are confident that Droga5 will help break through the clutter to drive engagement with our cause.”
“The Y is a truly purposeful and valuable community pillar for so many,” says Jonny Bauer, Global Chief Strategy Officer at Droga5. ”We're passionate about ensuring the breadth and depth of the YMCA story be told.”
The new creative strategy will build on current positioning efforts and will launch in 2016. This is the first national ad campaign of this scale and scope launched by the Y since World War I.