Saturday, January 26, 2013
Does Australian Ad-Savvy Travel?
France was the birthplace of Publicis, Havas, and TBWA.
The US has spawned 9 global ad agencies: McCann, DDB, BBDO, Leo Burnett, Ogilvy, Y&R, JWT, Grey, and Arnold. (criteria: 15+ offices)
The UK has produced three (Lowe, Saatchi & Saatchi, M&C Saatchi)
While Japan has given the world Dentsu and Hakuhodo.
And all the other countries in the world?
None. Zip. Zilch.
Which is weird, when you consider there are many countries which have produced global companies in other fields, such as cars, banks, airlines, insurance companies, etc.
So why can only four countries produce global advertising players? And is that a fixed rule, or could another country do it?
I ask because Sydney-based agency Host has just opened an office in Singapore and has plans for San Francisco and Shanghai.
Could it be on the verge of becoming Australia's most prominent advertising export since Lara Bingle announced 'where the bloody hell are you?'
Or will Foster's remain Australia's only global brand? Along with Qantas. And Hugh Jackman.