A year to forget
2012 was a year that will go down in history for The Campaign Palace – as the year of its demise.
The iconic 40-year-old Australian agency shut up shop for the final time in June, calling time on a suffocating few years of client losses and staff departures.
JWT assumed operations of The Campaign Palace, a fellow WPP agency, moving staff and clients to JWT’s Sydney office. The Campaign Palace’s seven Melbourne-based staff were integrated into WPP’s Y&R Group in Melbourne’s Collins Street.
At the time, JWT’s chief executive for Australia and New Zealand, John Gutteridge, said: “This move is designed to give Palace clients and staff the benefit of added resources to continue to deliver the exceptional work and results that the Palace has long been renowned for. There was a need for greater resources to be available to Palace operations and, with no conflicting clients, moving into JWT makes perfect sense.
“We have nothing but respect and admiration for the role the Palace has played over the years in shaping the Australian advertising landscape and we are very much looking forward to working with both their clients and staff.”
And shape the Aussie ad landscape it did. The Campaign Palace, which was founded in Melbourne by Lionel Hunt and Gordon Trembath, was responsible for some of the most memorable ads to hit TV screens Down Under over the past four decades.
Its early work, including ‘Isaac Newton’ for Holeproof’s Computer Socks commercial and ‘Alligators’ for Apple went down as greats.
More recent, the agency was credited with turning round the fortunes of Meat and Livestock Australia with ads such as the spot that saw butchers swap their carving knives for dancing shoes and take to the streets. And it brought tears to parents’ eyes with the ‘Separation’ spot for Quit, which showed a little boy crying at the station after losing his mum.
Perhaps its most iconic – and controversial – work, however, was the Antz Pantz ‘Sic Em Rex’ spot with the echidna.
The Palace also became a training ground for some of adland’s best. Author Peter Carey, creative director Jack Vaughan, Big Red’s Ted Horton, Whybin\TBWA chairman Scott Whybin and BMF co-founder Matthew Melhuish all earned their stripes there.
But the agency fell upon tough times. It lost a string of high-profile clients, including Target, Domino’s, Bonds and Westpac.
Following the downturn, Y&R’s global boss David Stable said last year that he was “ashamed” of the way The Campaign Palace’s reputation had been allowed to slip – although he pledged it still had a future.
“Shame on them that they lost business,” he told B&T. “Shame on us that we allowed it to slip and we are just not going to allow it anymore.”
On top of client losses, the final straw was former executive creative director Paul Fishlock’s decision to sue the agency last year. Fishlock left the Palace in 1996 to found BMF, then rejoined the Palace in 2004 as chairman and executive creative director. He left in February 2011 after discovering, through trade press that the agency had hired Leo Burnett Chicago’s Reed Collins to replace him.
The Campaign Palace’s closure was mourned in adland.
18 Feet & Rising chief executive Ben Colman, who was group account director at the Palace from 1995 to 1999, said: “It’s a very sad day for advertising. The industry has yet to see its equal emerge. Great campaigns at the Palace were a weekly occasion, the quality of the creative was just amazing.”
But its demise was also seen as inevitable. Al Crawford, executive planning director at Clemenger BBDO Sydney, said: “From the outside looking in, you just know this was a management merry-go-round. The Fishlock thing, in some ways, was the icing on the cake. That just signaled an agency that was destroying itself from within.”
Colin Wilson-Brown, former chairman of the Advertising Federation of Australia who runs pitch consultancy The Clinic, outlined how a series of issues led to the Palace’s downfall. He said: “In the 1980s The Campaign Palace was the high church of Australian advertising. The agency had more creative people than most other agencies put together. ‘Creatively-led’ would be an understatement.
“And then they sold to Patts, who sold to Bates, who sold to Cordiant, who sold to PEP, who sold to Y&R, who sold to WPP.
“It was pass the parcel. The Palace had no strategic importance for its new owners. It was part of no network, it had no international clients. And the legends left, many going on to great success elsewhere.
“The most important lessons is how difficult it is to transition a creative business from the founders to the next generation. The DNA changes. Where once the numbers were a consequence of great work, now the numbers become the goal.”
The final work from The Campaign Palace hit our screens in October. The series of spots for the NSW Rural Fire Service showed people going about their daily routines while their property burns around them, putting the spotlight on the importance of bush fire survival plans.
Please login with linkedin to comment
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.