Why BMF, OMD, Three Drunk Monkeys and One Green Bean are the ‘Apart from…’ agencies
Have you been using the “Apart from…” test when you talk about agencies?
I have, although I didn’t realise it until I said it out loud. I should probably explain…
On the rare occasions I escape my keyboard, the conversation sometimes turns to how agencies are travelling.
It usually goes: “So who’s doing good work? Obviously, apart from…”
And those are the agencies that are doing so well, it’s just a given.
So based on recent conversations, I can report that the “Apart from…” creative agencies are BMF and Three Drunk Monkeys; the “Apart from…” media agency is OMD; and the “Apart from…” PR agency is One Green Bean (although that one’s been a bit quieter recently).
Of course plenty of other agencies then get a mention, but it strikes me that for it to be a given that you’re doing well is all the word of mouth that one could hope for.
Tim Burrowes
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Tim, how do you define ‘good work’ in this context? I’m asking a serious question about industry perceptions, client perceptions, business results etc. Is ‘small’ good for creative and ‘big’ good for media? Is it about number of awards won or number of awards entered i.e. some don’t ever enter…does that make their work less worthy? Do clients want agencies who generate a lot of PR for themselves…or for their clients?
Interested to hear some thoughts on how we define ‘good work’.
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A good question Rachael, because it’s probably not something that ever gets consciously defined in that sort of conversation.
I suspect it’s about creating a consistent image of creativity and momentum.
In each of the above cases, it’s a slightly different combo.
For BMF, it’s about getting to that size and continuing to do good and sometimes excellent work (can you remember the last time they were caught putting out soemthing lousy? I’m sure they have, but I don’t remember it).
For the Thrunkeys, they’ve built up that reputation despte until recently not bothering much about PR. If you discover their work in other ways then it tends to have more of a feel of authenticity about it.
For OMD, at least in part, it’s about what everyone else says about them. I’ve even heard their rivals talk enviously about the strength in depth of the management team. That sort of comment from a rival carries a lot of weight.
I hesitated slightly to put One Green Bean on the list, because the biggest buzz about them was when they were new, and I’m hearing them talked about a little less. Which may simply imply that people are getting used to them. I think there’s a vacancy for the next brilliant PR agency.
Cheers,
Tim – Mumbrella
Apart from the relentless self promoters who else captures your attention?
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I’d argue that’s a bit harsh on the agencies in question. First, when I mention the “apart from..” comment, that tends to come from people who are within the industry but aren’t necessarily being promoted to. Yet those agency names have tended to seep in there.
And in the above examples, none of them overdo it. Until recently, Three Drunk Monkeys hardly did PR; BMF occassionally send their breaking campaigns but that’s about it; OMD will happily talk to you if you talk to them, but don’t come out chasing it.
How would you define “relentless self promoters”?
Cheers,
Tim – Mumbrella
I know media wise most agencies are a little bit worried going up against OMD in pitches … moreso the momentum they have from winning business rather than anyone really knowing how they approach the process.
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On the subject of Rushy’s self promotion comment if anyone else would like a great management team that will win more new business than anyone else for 5 years in a row drop me a line .. james.greet@theladder.com.au
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Rushy – you’ve nailed it, and Tim you’ve alluded to it with “I suspect it’s about creating a consistent image of creativity and momentum” – specifically the word “image”. But this is an industry built around image, so good luck to them! Of course that is not to say that good work is not being done, but Oh, the tales one could tell if they were allowed to ….
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yeah i agree
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I’d like to put an agency forward that should be included in this list. How about Octagon…the guys behind Australia’s Greatest Athlete, XXXX Beach Cricket, the Speights Great Beer delivery…to name some of the projects they have led? We’ve worked with them before…and reckon they deserve more credit in the marketplace
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i’ve had the pleasure of working with bmf and one green bean and it’s not down to awards or self-promotion. it’s down to the people there. i moved my business from another creative agency to bmf because the person concerned moved there. they are the best.
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Interesting – none of those agencies are run by short sighted, quarterly profit chasing accounting scum.
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Just to clarify – I wasn’t meaning to take away from the accomplishments of the agencies mentioned (they are indeed good). My question was genuine and I was interested in your POV.
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Hi Rushy,
And funnily enough, I can think of a couple of agencies who do promote much harder – while it may generate some short term column inches, I’m not sure it actually adds to the word of mouth buzz though.
As a digression, a lot of people used to see Mat Baxter as a self publicist in his days at Naked. But in truth, the journos used to call him, rather than the other way round. It was just that whenever he opened his mouth he had something interestign to say.
Cheers,
Tim – Mumbrella
Tim, as you bring up Naked so following your digression a wee while…I know this has been done to death but within the discussion of ‘good work’ who got what out of the Witchery stunt? Were the clients happy? And while a lot of PR was generated good and bad about everyone involved, did it help position the Witchery Men’s brand launch where it wanted to be? A genuine question…not sure I ever heard the straight answer.
I also agree that the agencies mentioned in the original post are on the whole, excellent, and I’ve been lucky enough to work with a few of their talented folks in my time. This may sound boring but I think what I consider ‘good work’ almost always requires a client who has ‘imaginificationing’ skills beyond their brief template. It could be a creative, strategic or business management vision…but invariably, a vision for change or desire to be ‘the hero’. The most important WOM for me is from my clients (and geez having said that maybe I should check in on some!).
I would rather win business by referral than by a long drawn out, numbers focused, expensive pitch any day!
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Rachael, good question re the jacket. I’d also like to know the results of the NAB to run the same TV ad for the entire AFL season. Anyone?
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All good but I’ve heard the Monkey’s staff are all looking like death from working 18hr days…
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Tim, on the subject of WOM, you’ve surely got it sussed – I’ve lost count of how many people mentioned your post today…. thanks for getting them talking…!
Seriously though, having been nudged by a client or two, but mainly to acknowledge the hard work of my team (and knowing I risk a tide of accusations of self promotion in doing so), the Beans have been eyes down and quietly grafting hard… the last 8 weeks has seen them co-ordinate a ‘forensic crime scene’ inspired press launch for Dove, an experiential installation outside the MCA for Kleenex, the launch of Bing for Microsoft and ninemsn, not to mention a two week media tour with Vanilla Ice for Virgin Mobile (yes, the pinnacle of my career to date, I confess). But to Rachael’s point, agency output is determined by working with enlightened clients who subscribe to shared philosophies – what we share with the other agencies you’ve called out is without doubt a bunch of clients keen to push boundaries in search of brand fame.
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Why holding companies are becoming unstuck… If you are a client you are much better off giving your business to people who have skin in the game rather than a master who demands under-servicing clients to maximize profits.
from adscam:
WPP also told shareholders that for the remainder of the year the short-term focus would continue to be balancing staffing costs against the fall in company revenue. In the medium and longer term, WPP said its strategy remains focused on six objectives: increasing operating profit by 10-15 percent annually; raising margins by half to one margin point annually; reducing staff cost-to-revenue ratios by up to 0.6 margin points annually; growing revenue faster than industry averages; and continuing to improve “our creative reputation and stimulating co-operation among group companies.”
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We’re still talking about when One Green Bean contacted the SMH Diary the other week and said they’d happily offer that poor cat food blogger girl a job to show her how to do social media properly. Ouch! Great industry stunt that got noticed
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ive heard the monkeys are going to put out a tv show called The Monkeys
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I just always find it funny, that EVERY company in Australia, including agencies, media buyers…..all proclaim to be “One of Australia’s leading….”. At the end of the day, word of mouth recommendation is the strongest form or endorsement.
call me old fashioned!!
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