Ad Week recently reported that one of the most iconic motorcycle brands Harley Davidson has tapped Droga5 to help redefine its iconic brand. Droga5 will be helping the motorcycle brand expand their appeal to more riders around the world. Droga5’s new role as creative partner at Harley Davidson comes after a very competitive review. According to Ad Week Sources, the creative agency beat out Deutsch and R/GA to win the Harley Davidson account. The whole review was overseen by Accenture.
Harley Davidson consolidated its global creative, media and digital marketing work in 2016. After another big review, Interpublic Group was tapped. It is unclear how the new partnership with Droga5 will affect Harley Davidson’s relationship with IPG.
Droga5 is a global advertising agency, it was founded in 2006 and is headquartered in New York City. They are in the business of creative problem-solving. They offer solutions that centre around solving Strategy, Design and Marketing related problems. Droga5 works across all platforms which include broadcast, print, social, experiential, out of
Droga5’s New Role at Harley Davidson
Not a lot of details have been revealed on how Droga5 will be helping Harley Davidson redefine its brand. From what has been revealed, we know that they will be working on expanding the iconic motorcycle brand to new spaces and trying to help them access new customers. According to a rep from Droga5, the agency will be helping the motorcycle brand build the next generation of riders around the world. No official statement has been made by the Harley Davidson team. Ad week reported that the first campaign for Harley Davidson by Droga5 will be debuted later this year.
In recent years the brand has seen a major decline in its sales, to help solve this issue they have set a goal. Their goal is to have 2 million U.S riders by 2027, to help achieve this goal the brand has shifted its marketing strategy. They will now focus on more digital and influencer-based marketing channels. The brand has also shifted its demographic to include a younger and more racially diverse audience. They plan to shift their focus to overseas markets like China and India, where they can expect more robust sales growth. To be able to reach their 2 million riders target, they also plan to expand into smart mobility and electric vehicles.