Mark Green on why the combination of creativity, consulting and technology is ‘still the mission’

“If you’ve followed the journey of The Monkeys since its inception, we’ve always believed that creativity can play a far bigger role in influencing business and society,” said Mark Green on this week’s Mumbrellacast.

Green was speaking on this week’s Mumbrellacast about Accenture Song’s transformation this year and how the refreshed proposition is being applied in the local market, where he is the national lead.

Mark Green

“As the business has evolved and as the market and landscape has changed, I think that proposition needed a bit of a refresh and that’s what Song has delivered, and I think it’s also kind of just uniting the globe on a mission behind it.”

“It’s great for us because we’ve got a great connection with Dave Droga, obviously being an Australian, but aside from that, we’ve known each other for a long time and with him stepping into the leadership role at a global level, I think that just gives it a new kind of momentum and new energy, and I think that’s what we’re all getting behind locally as well.”

Much has been made about the future of The Monkeys, the agency Green co-founded in 2006 alongside Justin Drape and Scott Nowell, after it was one of just two agency brands Accenture Song decided not to sunset, along with Droga’s Droga5.

However, Green said at the core of it, the role of the agency really hasn’t changed, and it will continue to do what it does best.

“If we are setting the agenda around growth and helping clients navigate that journey, there are some key capabilities required to deliver that, and the monkey’s role within Accenture Song is really about setting up that idea of purpose and brand strategy, and then delivering modern marketing in the best way possible, which is pretty consistent for what we’ve done over the course of our 16 or 17 years, with a purpose around making provocative ideas happen.”

“Look, I think that remains, but I think what is becoming really interesting for the team is that beyond just thinking and employing creativity to solve marketing and advertising-related issues, we’re actually using creativity to inform new product ideas, new services, and new experiences on behalf of brands.”

Green added that continuing to push the boundaries of what an answer could be is “what gets us out of bed every day.”

“If you’ve followed the journey of The Monkeys since its inception, we’ve always believed that creativity can play a far bigger role in influencing business and society, and I think that’s what Accenture Song allows The Monkeys and all the agencies that have been part of Accenture Song globally to navigate. That’s what’s really been the attraction, and that’s why we did it five years ago.

Former Accenture Interactive ANZ MD, Michael Buckley with founders of The Monkeys Mark Green, Scott Nowell and Justin Drape in 2017

Green added that with the team continuing to expand across each of the Melbourne, Sydney, and Auckland markets, there is a lot to be excited about at the moment for The Monkeys, and for Accenture Song.

“With all of these kind of things, there’s the cynical view which whether you like the name or don’t is one thing, but I think there’s also the optimistic kind of lean into it and embrace what it can be. And I think for us, that has always been about that combination of creativity, consulting and technology coming together. That’s still the mission.

“We always like to say ‘well done is better than well said’, and it’s the proof is in the pudding.”

“We’ll demonstrate that by just doing more interesting things with our clients, and I think that’s the journey we’re on. I think that proposition is really different from other agencies, and it’s different from holding companies and also other consultancies as well. We’ve got a really great opportunity to be something demonstrably different.”

“The industry needs some change and it needs some people that are gonna bet on different ways of navigating this world and that’s ours.”

Listen to the full conversation on this week’s Mumbrellacast.


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