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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : May June 2010
THE BUSINESS 16 CAMPAIGNBRIEF MAY/JUNE 2010 "BUSINESS CLASS FLIGHTS. Long lunches. Infinite cab charges. Network junkets in exotic locations. We couldn't stand it anymore," jokes Justin Drape when asked why and his business partners Scott Nowell and Tim Bullock resigned from Saatchi & Saatchi Sydney to set up Three Drunk Monkeys back in 2006. When Bullock left to become a commercials director (he contin- ued to collaborate with the Monkeys on the television series, 30 Seconds), Mark Green, a former suit at Saatchi's, stepped in as the third partner/managing director. For The Three Drunk Monkeys, the chance to work on creative pro- jects that would never have hap- pened if they'd stayed with a main- stream agency was a big part of the appeal. Last year they had two tele- vision shows on air -- 30 Seconds on The Comedy Channel and My Family Feast on SBS and they are currently working on a third TV series. "We all thought there was a better agency model so we left to build it," says Drape. "We all went from a cushy monthly salary and an office with spectacular harbour views to an office that could be mistaken for a crack-den and one Internet cable to share between the three of us. That's when it pays to have a sense of humour, and belief in what you're doing. Our current office is more comfortable and there are now 62 Drunk Monkeys so we're surrounded by a talented team -- that makes life a lot easier." Drape admits it's been a hard slog, saying the partners are all in their thirties, but look and feel more like they're in their fifties. "Fortunately I've got two talented and determined partners in Scott and Mark so we always try to sup- port each other. The occasional group hug, or just a gentle shoulder rub every now and then really helps," he says. He thinks the rise of the indepen- dent has been helped along by the fact that a lot of large clients are now open to the idea of working with independent agencies. Some of The Monkeys' larger clients are Telstra, Foxtel, Austar and NAB's UBank. "If you can create outstanding work that works then clients would be crazy not to consider indepen- dents. One of the benefits is inde- pendents are often more nimble and can provide client solutions without going through countless STRIKING OUT What makes a top creative leave the sanctuary of the multinational agency with its generous pay cheque, the perks, the huge support and the global account wins, to strike out on their own? Campaign Brief's Heather Jacobs asks a handful of players who broke away from the establishment to become the proud owners of an independent agency. Droga5 Sydney partners David Nobay, Sudeep Gohil and Marrianne Bess: "When you work for yourself you want to work harder anyway because you are motivated in a different way. A different part of your brain lights up," says Gohil The Three Drunk Monkeys - from left: Scott Nowell, Mark Green and Justin Drape - the chance to work on creative was a big part of the appeal. Last year they had two television shows on air -- 30 Seconds on The Comedy Channel
January February 2010