Droga5 has won the global creative account for Microsoft Copilot, expanding its remit with the software giant.
First reported in Ad Age, Droga5 replaces Panay Films on the account as the large AI firms start to increase their marketing investment.
The account is understood to be valued at between US$20 million (AU$28 million) and US$30 million (AU$42 million) in agency fees. None of the parties involved have confirmed the appointment publicly.
Panay Films had been the driving creative force behind Copilot’s highest-profile advertising, including a Super Bowl spot in 2024 and a follow-up during the 2024 Summer Olympics. The production company built its Microsoft relationship over more than a decade under former chief brand officer Kathleen Hall before her exit in 2024.
For Droga5 and its chief executive Mark Green, Microsoft is already a familiar client with the agency Droga5 having worked across Xbox and produced creative work for Windows 11.
The brief arrives at a critical moment for Copilot. The product has faced persistent criticism over confusing positioning and fragmented user experience.
Microsoft has responded by pushing more money into paid media. Copilot’s measured US ad spend climbed to US$133 million (AU$186 million) in 2025.
B&T has contacted Panay Films and Microsoft for comment.
