Drunk Monkeys chart a sober course to success
They began as Three Drunk Monkeys – three mates with $10,000 each and a vision that advertising was about to change. A decade later they are one of Australia’s most lauded agencies and still proudly independent.
A decade ago a trio of ambitious young agency creatives were throwing around an idea for a TV show. They needed a name for their collective to go in the credits and thus was born Three Drunk Monkeys.
The Monkeys enjoyed another successful year
The three have grown to more than 130 and they are no longer drunk, but the brave experiment launched on the back of a view that the future of advertising was content that engaged. Ads, sometimes, but TV shows and even products were what Justin Drape, Scott Nowell and Mark Green believed would shape their business.
Encouraged by Andrew Denton, radio host, producer, interviewer and founder of Zapruder’s Other Films who became an early mentor for the agency, the team forged a fresh model that embraced a new way thinking.
A lovely read, and a great agency. Well done guys.
I have a great amount of time for these guys, humble and brilliant its great mix that alot of agencies could learn from.
Wait, so now we’re celebrating 4 privileged white males who are extremely successful in our industry? I’m confused.
#stopdoublestandards
#changetheratio
No, @Rosie, the article is celebrating four hard working people in our industry who put themselves out there and stuck true to their vision so that 10 long years later they can use the success they’ve built to provide employment and creative opportunity to 130 other individuals of various shades and genders.
Your equating white male-ness with inherent privilege is lazy. I would argue that all of us who work in this industry are pretty privileged, but that’s another discussion. I am a white male and lack the balls or naivety to think that my simply starting a company demands it will be a success. Risk-taking, talent, timing and hard work most often play a larger role in enduring business success than birthright or assumed entitlement. Imagine the pressure that comes with being part-responsible for 130 OTHER people’s work lives and futures.
And complaining that an industry blog celebrates an independent company for a decade of hard work and hard-earned success is just sour grapes.
If you really do want to #stopthedoublestandards and #changetheratio, a great start would be to look at what The Monkeys have achieved in our market, and set out do that yourself. If you’re serious—and genuinely believe you’re good enough—back yourself. It would be fantastic to see your name being celebrated here in 10 years for your impact on our industry and the successes and opportunities you have given others.
If four females started the monkeys we’d be celebrating that today. It’s up to you and me Rosie to change it.
loved ‘smell the glove’
These guys are doing great stuff!
When I draw my last breath in this world at the median life-expectant age of 84 for men, I will never say to myself “I am so glad that 40 years ago, I helped a brand advertise. My media mix made them some money and the product stayed on the shelf for 2 more years”.
It’s why marketing has such a large attrition problem, not many of us in advertising think past the next brief. There is a finite time in this world, if you stick to advertising, do something to be remembered by.
Bed son?
130 employees? Freelances aren’t employees.
“5:00am Wake up. It’s always better to jump out of bed before the sun does.”
Makes perfect sense if it’s shinning out your butt.