MAUD

What MAUD does

MAUD, operating commercially as Droga5 Australia, is a creative advertising agency and the Australia and New Zealand hub of the global Droga5 network within Accenture Song. Founded in 2006 by David Droga as an independent agency and acquired by Accenture in 2019, the company provides strategic creative services spanning brand purpose development, product innovation, advertising campaigns, and integrated performance marketing. Its primary customer segment is global and enterprise brands seeking creative transformation, with publicly visible engagements including Sydney Opera House ("Play it Safe"), Meat & Livestock Australia ("The Generation Gap"), and the Government of Tuvalu ("The First Digital Nation").

The business operates on a professional services revenue model, generating income through project-based fees, retainers, and creative service engagements. There is no software product platform, API, or proprietary technology stack; the underlying "technology" is human creative talent orchestrated through a "borderless creativity" model that draws on the global Droga5 network spanning the United States, United Kingdom, Japan, Brazil, Ireland, New Zealand, and Australia. Distribution is conducted via direct enterprise sales, with no channel partners, self-serve product, or marketplace component.

MAUD is a wholly-owned subsidiary of Accenture Song (itself part of Accenture plc, NYSE: ACN), which provides access to broader digital transformation capabilities, enterprise client relationships, and global scale while preserving the boutique creative agency culture and the Droga5 brand. The entity is headquartered in Surry Hills, Sydney, with a secondary office in Auckland, New Zealand, and operates with a headcount of 11-50 employees.

Name

MAUD

Legal name

Droga5

Website

https://maud.com.au

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

MAUD (Droga5 Australia) is the ANZ hub of the global Droga5 creative network within Accenture Song, providing strategic brand, advertising, and integrated marketing services to enterprise and government clients across Australia and New Zealand.

Ownership category

akta.pro rank

Product category

Creative Advertising Services

NAICS

Advertising Agencies (541810), Advertising Agencies (54181)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Content Production (Video, Design, Copy, Studio) (BPAFAAAF)

Keywords

• Creative advertising services
• Brand strategy development
• Integrated marketing campaigns
• Advertising agency services
• Brand purpose consulting

Headquarters

HQ city

Surry Hills

HQ country

Australia

HQ region

Oceania

Offices7 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Creative Agency Services: Professional creative services revenue model providing strategic creative services, brand development, advertising campaigns, and integrated marketing solutions to brands. Revenue likely derives from project fees, retainers, and creative service engagements.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

MAUD is a creative agency operating as Droga5 in Australia and New Zealand, providing brand strategy, advertising campaigns, and integrated marketing solutions to enterprise clients. The agency is part of Accenture Song (formerly Accenture Interactive) and works across brand development, purpose-driven campaigns, and cross-channel creative work for organizations including the Sydney Opera House, Meat & Livestock Australia, and the Government of Tuvalu.

Product overview

MAUD (Droga5) is a creative advertising agency and part of Accenture Song. It operates as a services-based company offering creative strategy and brand marketing rather than a software product platform. The company provides creative advertising services organized around client engagements, with notable work including 'Play it Safe' for Sydney Opera House, 'The Generation Gap' for Meat & Livestock Australia, and 'The First Digital Nation' for the Government of Tuvalu. As an agency, its offerings are project-based creative services rather than distinct software products or modules.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Strategy and Development

Named customers3 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Accenture SongcoreStrategic or Co-development PartnerDroga5 is part of Accenture Song, a global creative transformation company. This partnership provides access to broader digital transformation capabilities while maintaining Droga5's creative independence and boutique agency culture. The relationship enables borderless creativity combining global scale with local market expertise.

Scale indicators2 records

Recent moves5 records

Expansion highlights2 records

Broad incumbents

• DDB: DDB Mudra / DDB Worldwide is a long-established creative network with ANZ presence; competes on the same enterprise creative briefs as Droga5/MAUD while offering holding-company scale.
• BBDO: Omnicom flagship creative network with significant APAC operations; competes for large-scale creative mandates while offering a much wider service portfolio than the boutique Droga5/MAUD model.
• Ogilvy: WPP-owned global advertising network with deep ANZ presence and a broad portfolio spanning advertising, PR, and consulting — overlaps with Droga5/MAUD on brand and creative work for enterprise clients.
• Leo Burnett: Publicis-owned global creative network with strong ANZ operations; comparable in its focus on big-idea brand-building work, but with significantly broader scale and capabilities.
• TBWA: Global Omnicom-owned creative network with major ANZ operations; competes for the same enterprise creative briefs while offering broader media and digital capabilities under one holding company.

Direct peers

• Anomaly: Independently held creative agency operating at the intersection of brand, innovation, and product; comparable model of integrated strategy + creative + product innovation work for major global brands.
• M&C Saatchi: Independent creative advertising agency with strong ANZ presence and a similarly founder-led creative reputation; competes head-to-head for brand transformation and purpose-led creative briefs across Australia and New Zealand.
• 72andSunny: Global creative agency with a brand-building, culture-forward positioning closely aligned to Droga5/MAUD's purpose-driven, award-chasing creative model.
• Wieden+Kennedy: Independent, creatively led agency renowned for brand-building campaigns for premium global brands; comparable in its emphasis on creative excellence over media scale and in winning category-defining briefs.
• Mother: Independent creative network with offices in multiple markets; competes with Droga5/MAUD for the same creatively ambitious, brand-purpose-driven briefs from enterprise clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MAUD