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?
 

Could Australia?
 

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.

16 comments:

Anonymous said...

Mojo were big... 35 offices.

http://www.nytimes.com/1988/05/09/business/the-media-business-advertising-mojo-office-in-new-york-wins-2-jobs.html

Then there was Hunt, STW holdings and Enero / Photon group along with Blue Freeway.

Not big players but when you consider Australia's GDP, not a bad effort.

Tomdery said...

The Sydney office of M &. C Saatchi was the base for opening offices in Sin, Hgk, Shg, Bei, Mumbai, and Los Angeles. Still going strong.

Anonymous said...

The biggest problem is that Australia, unlike the others you mention, has few if any international brands. When Mojo went international it had won Ad Age Int'l agency of the year. It also had Bond brewing, Vegemite,Red Rooster with US ambitions, Australian Tourism and Qantas. How many can you now count that will whick you to world fame?

Anonymous said...

Mate, I'm a bit surprised that South Korea's 'Cheil' did not feature in your research... Innocean too will soon make the cut as it currently has 12 offices.

Erm said...

Droga is already Australia's most prominent advertising export.

Not a journo said...

A bit more research needed here. Isn't host owned euro?
There is thin and then this...

@Erm said...

Australia may have spawned Dave Droga, but the US spawned Droga5 the business. There's a very good reason why he didn't start that agency in Sydney.

Excuse me? said...

Whybins haven't done a bad job of expanding. They have real offices in about 10 countries now off the back of ANZ.

Excuse me? said...

And don't forget Mojo.

They had offices everywhere from Sydney to New York to London to San Francisco.

Trouble with Erm said...

He only has two offices.
And only one good one.

More research said...

Host is now part of Havas and Publicis as a minority stake in D5
http://www.smh.com.au/news/business/droga-to-set-up-shop-back-home/2007/09/19/1189881594355.html

Know your onions said...

South Korea has produced Innocean.

curious said...

Has anyone noticed a distinctly British attitude that wonders why the rest of the earth isn't the same as it is back at home?

Forgive me, I'm not being racist. I am a Brit myself and often wonder this.

When the British first arrived in Australia, they planted trees to remind them of England. Same in South Africa. Same in India. And... you guessed it. America.

The architecture is all distinctly based on London, and now it's spread everywhere.

And I think often-times, it is romanticised about how good it was back there, to the point of myth. Over time, these places have usually developed into distinct cultures of their own. But initially, all are based on the British model of doing things.

Scamp said...

@Not a journo

My journalism is generally spectacularly shoddy, I agree. But perhaps not on this occasion.

You see, it doesn't matter that Host is part-owned by Havas. It should be obvious that I was talking about agency brands, not owners. Otherwise Saatchi & Saatchi and Leo Burnett wouldn't have appeared (owned by Publicis); the WPP-owned agencies wouldn't have appeared separately...

And @Know Your Onions... Innocean has exactly 15 offices, not 15+. Does 15+ mean at least 15, or more than 15? I don't know. Clearly it's important to you...

Hand in hand said...

Multi-national agencies are born from multi-national clients. Or more precisely, national clients who go multi-national.

'Excuse me' gives an example above.

Anonymous said...

Good reason why Droga5 didn't open in Sydney? Well for starters, Dave Droga's from Melbourne.