Former ADMA 30Below Winner Reminisces On Trip Around New York Agencies
With entries now open for this year’s ADMA 30Below competition, last year’s Young Marketer of the Year, Allister Hercus (pictured left above), shares his thoughts on the agencies he visited during his prize winning trip to New York City.
Working as a strategist in a media agency, I often find it difficult to describe my job to people who aren’t in the industry. I’ll usually just say, “I work in advertising” and hope they don’t ask any more questions. But they always have one question: “Is it anything like Mad Men?” I’ll usually respond with “In more ways than you might expect”, to make my job sound mysterious.
Having been awarded ADMA’s Young Marketer Of The Year in 2014, I was fortunate enough to be sent over to NYC to spend five days with five different agencies. This was my chance to see if this ‘Mad Men’ thing was still a thing.
Here’s what struck me:
Not exactly an ‘agency’, but certainly one that is now competing with conventional media and creative agencies. Beyond the obvious free food and scooters, I was truly fascinated by the way this place works. Each team seemed to work on projects commissioned by themselves. Their challenge is to gain interest and critical mass within the business to see their ideas to fruition. These projects don’t tend to be commercially driven, which I guess you can afford to do when you’re sitting on such a strong revenue engine. I got the impression that this model is as frustrating [for some] as it is liberating.
Ogilvy
In one sense, what you might expect. A giant cube in Hell’s Kitchen full of trendy twenty somethings. We shadowed two creative teams for the day as they chopped together a creds video, and then a multi-million dollar TVC. The fantastic budgets and resources that these guys work with were mind-boggling. It makes our operations back in Australia feel like a start-up in our mate’s garage.
RG/A
As you walk in, the first thing they will point out to you is their Oscar sitting amongst their zoo of gold lions. Having built their business originally on film and web production, they have chiselled out a unique niche in the industry. We spent a lot of time learning about their start-up incubation initiative. As cool as it was, I couldn’t help but wonder if it if was all just for the PR. Worthwhile nonetheless? Of course!
Anomaly
A quaint little agency [by New York standards] in the heart of Soho. What struck me about Anomaly was their business model. Their agency was built on creating I.P., which makes for some interesting revenue opportunities. But beyond that, they have enough confidence in the quality of their creative product that they don’t charge on a head-hour model. Instead they prefer to be remunerated with performance bonuses. In today’s advertising landscape this sounds risky to me, so I was impressed that they were making it work.
Merkle
I hadn’t heard of them either. ‘A performance marketing agency’, these guys were very different from anything else we had seen during the week. In a giant building near Columbus Circle, this place had a much more corporate vibe. You got the sense that whatever these guys were doing, they were doing really well at it. Merkle is leading the way in dynamic optimised creative, essentially writing the rulebook on how to build and deliver personalised messaging at scale. It was a fitting end to our agency tours, and probably the one that painted the clearest picture of the future of the industry. I’m still trying to figure out how I feel about this future.
Did I find any remnants of the Mad Men era in New York? There was certainly a distinct lack of huge egos, blatant sexism, and readily available hard liquor. Though one thing that remains is the value and celebration of big ideas. These are still, and always will be at the heart of the industry, no matter what country you’re in.
Thanks to ADMA for the opportunity.
Image: ADMA Young Marketer Allister Hercus (left) and Young Creative Brendan Graham enjoyed their time in New York City.
To learn more about or enter the competition, visit http://www.30below.com.au/awards/
Please login with linkedin to comment
Flagship DigitalLatest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.