AXS selects Droga5 for fan-first brand campaign

AXS, a global player in ticketing technology, has appointed Droga5 London, part of Accenture Song, as its global strategic and creative partner. The move follows a competitive pitch process and aims to strengthen AXS’s brand presence within the live entertainment sector.

AXS powers ticketing for more than 1,600 of the world’s top sports and entertainment brands. The company focuses on delivering seamless, accessible experiences for fans while leveraging advanced technology to maximise event impact and create memorable experiences.

Droga5 will develop a global brand platform and activation campaign to highlight AXS’s fan-first approach and reinforce transparency in ticketing, helping to build long-term trust among fans, artists, and venues.

Shaping the live entertainment experience

Hannah Rouch, VP Marketing, AXS Europe: "Live entertainment is on a steep growth trajectory, and it’s critical that the ticketing experience keeps pace with the expectations of fans, artists, teams, and venues. As AXS continues to scale, we need a brand platform that reflects both the technology we’ve built and the passion that drives our people. Droga5 impressed us with their strategic clarity and creative ambition, alongside a deep understanding of the complexity of our category. Their strength in brand design and their ability to balance bold creative thinking with practical application gives us real confidence as we build a more distinctive, fan-first brand globally."

Will Hodge, CSO, Droga5 London: "AXS is a visionary and highly collaborative client with strong ambition, which makes this partnership compelling from the start. Live entertainment has incredible emotional value around the world, making it a fast-moving and complex category. Building an AXS brand that works for fans, artists and venues across different market dynamics while supporting both consistency and growth is a real challenge and one we can’t wait to bring to life."

The appointment underscores Droga5’s expanding role as a strategic partner for global brands, combining cultural insight, brand design, and scalable creative systems that travel across markets. For AXS, the partnership represents a key step in its global brand evolution and marks a strong start to the year for Droga5 London.

www.axs.com

www.droga5.com

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