NRG Energy Taps Droga5 as Agency of Record

Fortune 200 company NRG Energy, Inc. has hired New York-based creative agency Droga5 as agency of record. The agency is tasked with promoting NRG’s masterbrand and building upon its social presence, followed by a campaign for the home solar division. NRG is the country’s largest independent power producer.

“NRG needed a strategic partner that could help ignite a real conversation about energy beyond our industry,” says Sicily Dickenson, CMO and SVP, Marketing and Customer Experience at NRG. “Droga5 was the clear choice to help us find disruptive ways to engage with and inspire people to take action around a complex but important topic—the future of our planet.”

 An integrated campaign for the masterbrand is set to roll out this summer across the country. Home solar will follow later in the season.

 Droga5 is known for category-changing campaigns such as Honey Maid’s “This is Wholesome,” Under Armour’s “I Will What I Want” and Newcastle’s “If We Made It,” among many others that have earned Effie, Cannes Lions and One Show awards this year.

NRG came to Droga5 by way of IMG, NRG’s strategic sports consultancy, and a partner of Droga5.

“We’re very excited to be working with NRG in building a smarter energy revolution,” says Sarah Thompson, Global CEO at Droga5. “We admire and are completely onboard with their commitment to a future that better educates and provides choice as to where our power comes from. This is not only a unique creative opportunity for the agency, but also one that will affect us all, so we are committed to pushing the conversation into the world.”