AXS Appoints Droga5 London, Part of Accenture Song, to Reinvigorate Global Brand Platform

Global leader in ticketing technology, AXS has appointed Droga5 London, part of Accenture Song, as its global strategic and creative partner following a competitive pitch process, to amplify the brand’s role and expression within the heart of live entertainment.

AXS (pronounced Access), the trusted leader in advanced ticketing and live event technology, is on a mission to make live experiences more accessible, seamless, and enjoyable for fans around the world. Powering over 1,600 of the most sought-after and recognisable brands in sports and entertainment globally, the company uses the latest in innovative technology to deliver ticketing that maximises event impact and creates memorable fan experiences.

As it continues to expand globally, AXS is shaping a more transparent ticketing experience that earns long-term fan trust. Droga5 will help AXS deliver on this vision with a new global brand platform and activation campaign showcasing the fan-first experience that sets AXS apart.

Hannah Rouch, VP marketing, AXS Europe, said, “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 of Droga5 London, part of Accenture Song, said, “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 reflects Droga5's growing role as a strategic brand partner for global businesses, combining cultural insight, brand design and scalable creative systems built to travel across markets. The partnership marks an important moment in AXS’s global brand evolution, and a strong start to the year for Droga5 London.