Publicis Mojo Sydney: Mumbrella Creative Agency Review – Craig Davis assumes creative control of ‘bonsai’ Mojo
The newly published Mumbrella Creative Agency Review examines Australia’s top 30 ad agencies. Today Robin Hicks examines how Publicis Mojo Sydney has fared over the last 12 months.
The loss of Micah Walker, Publicis Mojo Sydney’s ECD, casts a shadow over an otherwise decent year for the agency, which has been a familiar presence on the podium at awards shows. Last year, the ‘Pure Waters’ campaign for Lion Nathan’s James Boag beer won handsomely, and was recently named one of the best beer ads of all time by The One Club. So did ‘Ride’ for Coca-Cola’s energy drink Burn, which was one of the few Australian film winners at Cannes. This year should see Publicis Mojo’s Knight Rider-themed ad for Hahn Super Dry, which was named Mumbrella’s ad of the month for July 2011, win a fair few trophies.
But it will take more than awards to convince the market that Publicis Mojo Sydney is, like the Melbourne office, anything but a shadow of its former self. The arrival of Craig Davis in 2009, who relinquished a global creative director role at JWT to become co-chairman and chief creative officer of Publicis Mojo Australia and New Zealand, promised much to restore former glories. But Davis has struggled to push Mojo on as much, perhaps, as he would have liked.
One panellist remarks: “Publicis Mojo Sydney is in danger of being held back by its senior management. Craig Davis is influencing the creative reputation really positively, but seems to lack the authority to drive change as much as would be ideal. That said, Publicis has done some great work that’s effective, and has a superb client list – it’s just not Mojo anymore.”
Another notes: “Publicis Mojo Sydney are a bonsai version of their former glory day selves. They can still pull off a brilliant TV spot every now and then, though.”
Our survey reflects an agency with a great creative heritage that faces an uncertain future. Its highest rank, and only top ten position, is for creativity. But in categories such as momentum, impact on the industry and client stability, it falls well down the order. With clients such as Toyota, Nestle and Virgin Mobile, and a decent new business run giving the agency impetus, things should be looking up for Mojo in 2012 – which has never failed to fire creatively. It will be interesting to what effect Davis, who replaces Walker as the creative engine of the agency, has on the creative product and Mojo’s subsequent success at awards shows.
To read more about Publicis Mojo Sydney, including full details on how it was scored by both our expert panel and Mumbrella’s own readers, to view examples of the agency’s work and read its own assessment of its performance, buy a copy of the Mumbrella Creative Agency Review priced at $75. The book features an assessment of the country’s top 30 ad agencies. To buy the book, click here.
The great agencies have one thing in common. They figure out how to trigger emotion in their time. Like Mojo once did.
Now Micah’s gone, Mojo might become less Cannes-obsessed and go back to figuring out what makes mainstream Australians tick again. (Watching a couple of episodes of ‘Housos’ would be a good start).
I worked under Micah at Leo Burnetts. To his credit he had that brilliant “anyone can be President” attitude the yanks all have. Didn’t matter if you were in dispatch, or worse still, in the Retail Dept like I was – everyone had a crack at the good stuff and the best idea got presented. Must say, therefore, I find Micah’s departure and the reason inferred by Craig Davis intriguing to say the least. Shame because when it comes to raw creativity they’re both the real deal by anyone’s standards.
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Peter, what’s your favourite work that Craig has created?
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