Sally-Ann Dale, a prolific and gifted advertising production leader who was chief creation officer and partner at Droga5 for many years, died unexpectedly on Aug. 3. She was 55.
Dale was the third person David Droga hired at Droga5 after launching the agency in 2006. By then, the two had worked together for many years, beginning at Saatchi & Saatchi London when Dale was just 18.
“Even then, she had that rare and quietly rebellious magic,” Droga said. “She didn’t shout. She didn’t play politics. She simply put her head down and made things better.”
Born in the U.K., Dale relocated to New York in 2003 to lead production at Publicis when Droga became the agency’s worldwide chief creative officer. Three years later, they started from scratch by opening Droga5.
“Without her, we wouldn’t have survived those early years, let alone thrived,” said Droga.
At Droga5, Dale built a 180-person team of producers and studio artists. She prioritized creativity, excellence and care in her work, and her talent and magnetism drew people to her—personally and professionally.
“Everyone would always ask to have Sally as the producer on their work, and as such she was always on the move—a blur of activity, joy and spirit—helping improve and craft the work to places we couldn’t imagine,” said Duncan Marshall, former Droga5 founding partner who is now managing director, marketing and communications, and global head of creative strategy at Accenture.
“Sally built what I still believe was the strongest, smartest, most talented and soulful production department in the world, without comparison,” said Droga. “The proof is everywhere—on screens, in showreels, on stages. But more than that, the proof is in the people she nurtured and trained. She didn’t just lead. She raised people. She made people feel like they mattered. Because to her, they did.”
Dale’s talent for embracing innovation and new technologies was evident from the beginning at Droga5, as she steered the agency’s viral “Still Free” stunt for Marc Ecko. She would later craft some of the industry’s best work, for clients such as Under Armour, Puma, Chase, The New York Times, Hennessy, Paramount+, HBO, Bud Light, Newcastle, Amazon and more.
“Sally-Ann didn’t just play a part in our story—she built much of it,” Droga said.
Many former colleagues echoed that sentiment.
“Sally-Ann has been responsible for so many of today’s brilliant producers that exist in our industry, who worked under her incredible mentorship, wisdom, kindness and care,” said Ruben Mercadal, co-head of production at Droga5 New York.
“I remember her office as one of my favorite spots to be within Droga5 because she imbued it with a creative spirit unlike anyone else,” said Felix Richter, global CCO at Mother and former CCO of Droga5 New York.
In 2024, Dale left Droga5 to start her own consultancy. In her free time, she dedicated her skills to the charity Saving Mothers, which helps to prevent women’s deaths during pregnancy and childbirth.
While her work in the industry was universally acclaimed, Dale’s proudest accomplishments were her children, 19-year-old Matilda and 17-year-old Saul. “Nothing grounded her more,” Droga said. “She was a brilliant mother, just as she was a brilliant maker, mentor and friend.”
In addition to her children, Dale is survived by her sisters, Michelle and Sharon.
Memorial details are to come. Donations to Saving Mothers can be made in Dale’s name. To share your own thoughts and pictures of Sally-Ann, please visit her memorial site at www.online-tribute.com/Sally-AnnDale.
Below, friends and colleagues in the industry share their thoughts on Dale and her legacy.