The most image-conscious agencies of 2012

In this roundup from the Encore and Mumbrella Annual, we look at the seven most image-conscious agencies.

1. Droga5

There is probably no agency in Australia with as strong a brand as Droga’s. It’s just hard to pin down why. Critics say the flashy Sydney shop is all smoke and mirrors, style over substance – a hurricane Sandy of big talk and hyperbolic press releases. But now the agency has won some big accounts (Woolies, Kraft etc), and the work is looking better, the Droga name is beginning to live up to the hype. But shhhh. Don’t mention the New Zealand office.

2. Naked Communications

Is it a PR agency? A strategy firm? A creative agency? Who cares, it’s Naked, a company that is more in love with its own brand than any in adland. Fledgling start-ups, watch and learn how to ride your own publicity wave.

3. The Monkeys

Behind the nice-guy image lies a fiercely competitive streak to The Monkeys, who are lightening quick to pick up the phone if a story in the trades doesn’t go their way.

4. Saatchi & Saatchi Sydney

Ambitious new CEO Michael Rebelo is determined to restore Saatchi’s reputation – which was on the floor before he arrived last year. He did it with Saatchi’s in London. The signs are good for the Sydney office, but one of adland’s youngest CEOs has a way to go to bring back the good times to 70 George Street.

5. The Works Sydney

Probably the smallest agency in Australia to hire its own communications director, can former B&T editor Tim Addington help The Works punch above its weight?

Enero’s Matthew Melhuish

6. BMF Sydney

A talent exodus, client losses and at times questionable work. All is not well at Enero’s jewel in the crown, which is proving hard to swallow for its bosses. No-one wants BMF to improve more than Enero boss Matthew Melhuish, the M in BMF. Squeaky bum time for an agency supposedly ‘on a journey to become a globally influential company’.

7. McCann

At pains to point out that things have changed for the better a year after the reverse takeover by Smart. Yes, things have improved a bit, haven’t they? Dumb Ways to Die has most certainly helped.

mumbrella annual 2012


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