Digital agency Holler loses 23 staff and its largest account: ‘We have every reason to be terrified’
Digital agency Holler has announced the loss of its biggest account, Audi Australia, and let go 23 staff members as a result.
In a blog post, the agency’s new bosses wrote: “We just lost our biggest account. We had to reduce headcount from thirty-five to twelve people. And on top of all that, we just went through a seismic leadership change. We have every reason to be terrified.”
The agency, owned by independent holding group IPMG, went from 35 staff members to 12 after Audi moved its account.
Audi Australia consolidated its digital account with its creative agency 303 MullenLowe, taking Holler off the account after being appointed to it in 2012.
“As a result, we’ve had to say goodbye to a lot of really amazing people, all who have contributed to the culture, vibrancy and energy of this agency in their own unique ways. This has absolutely been the hardest aspect to deal with and if you’re one of these people, thank you for all that you’ve added to Holler,” the blog post continued.
The post also flagged a “major change in leadership at the company” which will see it jointly led by executive technology director Diego Trigo, ECD Ian Howarth and executive strategy director Eugene Chung.
The trio told readers:
“While some might have just thrown in the towel, we think the other option is infinitely more interesting and exciting: re-building Holler not to get back to where it was, but to build it into something different altogether.
“Which is why today is essentially “day one” for Holler. A day for us to reset why this agency exists and how we think, act and make. A day for us to move this business forward into a completely different direction.
“Yes, it has probably been the toughest couple of months in our company’s history, but the opportunity to directly shape and influence the new direction of Holler is something that we just can’t pass up.”
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I’ve not worked with Holler and don’t know any of the people but just wanted to say a genuine “good luck” rebuilding. These are tough times but you’re down, not out and you’ll hopefully come back wiser for the experience and do things differently and better. “what doesn’t kill you……”
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Very honest blog post and usually you’d expect the news to be swept under the rug so owning the message so publicly is brave.
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At least they acted quickly, I’ve seen too many agency CEOs hold on to staff after a major loss, its as if their ego prevents them from admitting defeat. Inevitably, it ends up leading to bloated staffing structures, causing much bigger problems for the agency later on.. not good for anyone
Best of luck to the staff let go.. hopefully your skills will be useful at other agencies
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If a single client accounts for two thirds of your business (based on this headcount reduction, anyway) you’re not so much an agency, more a hostage …
Sad to see, though.
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Unfortunately, in our industry, the dance of accounts is a zero sum game. I don’t know Holler’s people either, but I genuinely wish them and the agency good luck and hope that things turn for better.
Merran Morton and team hope you can keep head high and rebuild moral.
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I’ve worked with Holler. There are some smart, talented people there (and who have since moved on as well). Business aside, it’s tough. Whether you’re staying or going, our industry tends to forget we are still people – all the best however you are being affected.
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This is just plain stupid and completely irresponsible of the leaders, and dumb. It kills the brand by being so open about failure. They have just put the nails in the coffin of the brand – so incredibly irresponsible.
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^Dave, what kills a brand is ‘bullshit’. you can smell it. I’d say 5 years is a good run with an account such as Audi – unfortunately, as pointed out by others, when you have 2/3rds of your revenue coming from one client, such a downsizing is inevitable. The smart thing is they acted early, didn’t go the way of many other agencies who held on too long after loss. Feel for the team made redundant- it’s the way of the Adland. If you’ve worked in the industry for any significant period and haven’t been a victim, directly or indirectly, the day will come.
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… “Missed”.
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Wishing you guys all the best in being able to turn this around.