Droga5 snares ex @radical.media exec. producer Holly Alexander for new head of content role

CB Exclusive – Droga5 has snared former @radical.media executive producer, Holly Alexander to the newly-created position of head of content.

Whilst her remit will include overseeing the agency’s existing broadcast production department, it will also extend to creating both long and short form assets in response to increasing demand from the agency’s clients for multi-platform content creation, across an array of owned-media platforms.

Says David Nobay, Droga5’s creative chairman: “With the recent addition of clients like Qantas and Woolworths, who themselves boast an enviable range of owned screens – inflight, in-store and beyond – we’ve seen a growing demand to extend our production reach further than simply broadcast media.”

Whilst at @radical.media Alexander oversaw the creation of MSF.TV; a custom-built online TV channel for Médecins Sans Frontières that offers live daily broadcasts, as well as a 30 minute TV show for the launch of the Toyota FJ Cruiser.

Says Sudeep Gohil, Droga5 CEO: “This new role is as much about creating new opportunities for consumer-engagement, as it is about producing the finished content. Holly will work right alongside Katie Dreke, our innovation director, to ensure that the ideas that excite us are ultimately practical and achievable for our clients.”

Dreke joined the agency last October from Amsterdam, where she was previously global innovations director for Adidas.

Says Alexander: “Having spent the last two and half years working with global transmedia company, @radical.media, this role feels like a natural progression for me. We as an industry are being challenged to constantly come up with innovative ways to engage the consumer and as a result, we are seeing an explosion of creativity. There is no doubt that Droga5 is among the top creative agencies leading this charge and I couldn’t be more excited about joining the team.”