This is a free excerpt from the new AdNews Monthly cover feature. To read the full article download a digital version of AdNews on desktop, Apple or Android here for $5.99. You can also subscribe to the premium print edition here.
Ten years ago, Mark Green, Justin Drape and Scott Nowell left Saatchi & Saatchi to start Three Drunk Monkeys. Today, The Monkeys is arguably Australia’s largest and most renowned indie in business.
Born out of frustration with the status quo within networked agencies, the idea was to start an agency that challenged the traditional model and brought together advertising, entertainment and technology. Each kicked in $10,000 to get it off the ground. Within the first month, a third of that seed fund was spent on a legal stoush with Saatchi & Saatchi over a pitch for some Foxtel work, but it came good and within the first year the agency worked with Foxtel, Fox Sports, PepsiCo and Frucor.
A design studio in Redfern was the agency’s home for nine years until it moved into its current space on the site of the former Sydney Antique Centre in Surry Hills. Now, The Monkeys has a unique place within the Australian advertising scene. It’s known for its craft, creativity and its culture.
We also sat down with five less-familiar Monkeys faces to find out what it's really like to be part of the culture.
Hugh Gurney, interactive copywriter
Scott Dettrick, senior creative
Kat Kelly, group content director for Telstra
Michael Hogg, planning director
Archana Murugase, copywriter
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop me a line at email@example.com