Hobbs awarded Droga5 the account after a competitive pitch that also involved 101 at the chemistry stages. The Sunshine Company previously handled Hobbs’ advertising.
Droga5’s London office has been tasked with coming up with an idea that can be used in Hobbs' advertising, in-store and CRM activity. The work will launch in August but Droga5 will continue to work with Hobbs on the campaign over the next 18 months.
Tamsin Djaba, the senior strategist at Droga5, said: "We're excited to be working with this iconic British brand.
"It’s already a much loved and respected staple of many professional women’s wardrobes, so there is much for us to build upon."
"Droga5 brought an unparalleled level of insight into our consumer, as well as instinctively getting our brand. We're excited to be partnering with them."
Yesterday Campaign reported that Droga5 Europe had hired Grey’s UK group managing partner, Bill Scott, as its chief executive.
Hobbs has been owned by the private equity group 3i since 2004.