In 2010, David Droga, Andrew Essex, co-founder of the advertising agency Droga5, I hope, convince and John Meneilly, manager of hip-hop star Shawn Carter - better known as Jay-Z - and partner at Carter, Roc Nation, and Yusuf Mehdi, senior vice president of Microsoft Online Services, to enter into an unprecedented, high rates of partnership to launch a new Carter lyrical memoir, decoded. Droga5 struggling with two different objectives: the development of the campaign to launch the book and find a way to manage the test for Bing, the new search engine from Microsoft. Innovative Droga5 to kill two birds with one idea: a massive, interactive scavenger hunt involving the outdoors, to order, and digital media. Because Spiegel & Grau, a random house imprint, which owns the rights to the book, not enough money on the memoirs of the market-wide Carter deserves superstar, Droga5 asking Microsoft to shoulder most costs of the campaign. How can Droga5 broker deals between Roc Nation, Random House, and Microsoft, and ensure success for both parties? And that campaign idea of a smart investment for the young agency? The case describes a set of decisions that paved the way for an innovative advertising campaign, which has won a major advertising industry awards, including the Grand Prix at the 2011 Cannes Lions International Festival of Creativity and the 2012 Gold Effie. "Hide
by Anita Elberse, Kwame Owusu-Kesse Source: Harvard Business School 25 pages. Publication Date: July 25, 2012. Prod. #: 513032-PDF-ENG
Related Case Solutions & Analyses:
An Interview with Jack Hughes Founder and Chairman of TopCoder Video
Which Strategy When
Sykue Bioenergya
The Oracle of Omaha Meets the Visionaries of Galillee
CEMEXs Foundations for Sustainability
Compensating Family Employees in a Family Business
Northern Forest (F): Policy Alternatives
The Coca-Cola Company
V-Cola: Confidential Instructions for Mark Ketting
Accelerace: Accelerating Start-up Growth in Denmark Award winner Prize Winner
