Three Drunk Monkeys’ intriguing new definition of truth in advertising
Several months after denying to Mumbrella that it was changing the agency name from Three Drunk Monkeys to The Monkeys, several weeks after issuing the same denial to AdNews and several days after telling the same story to the Sydney Morning Herald, the agency has issued the following release:
“What began as a fledgling three-man dream to create a unique creative business model – founders Justin Drape, Mark Green and Scott Nowell called their agency Three Drunk Monkeys. Fast forward five years – ranked Australia’s No.1 agency for 2010 by Adnews, winner of B&T Agency of the Year and Australian Creative Hotshop of the Year – and the agency has swelled to over 70 full time staff. In recognition of this collective achievement, the agency will now be known simply as The Monkeys.
“Over the past several years The Monkeys have grown exponentially, both in staff size and project capability. Whilst working consistently with some of Australia and the world’s biggest brands, they have created and produced major award-winning advertising, TV shows, short films, books, webisodes, music arrangements, music videos and even a sound to remind people to wear sun protection. Remaining true to their core values, it is the addition of many talented staff that have enabled the business to execute such varied multi-channel campaigns. Changing the name to The Monkeys also acknowledges the fact that Executive Planning Director Fabio Buresti and Creative Director Noah Regan have recently been made partners.
“Co-founder and Executive Creative Director Justin Drape is pragmatic about the change. ”After months of deliberation we agreed that it would be better for everybody if we had a shorter email address.”
“The Monkeys currently work with IKEA, Diageo, Telstra, Pacific Brands and Parmalat.”
The agency has denied that the name change was triggered at the insistence of client alcohol brand Diageo.
Dr Mumbo will leave it up to readers to decide how much weight to give to a denial from that agency in the future.