Greg “Sparrow” Graham: Agency Land Needs To Be “Smashed Up & Reshaped” (& “Why I’m Not Retiring”)
Industry icon, marketing wizard and general raconteur Greg “Sparrow” Graham shocked just about everyone when he moved on from his role at WPP in early October after a three decade stint. Here, B&T catches up for a chat, where he’s very quick to dismiss rumours of his death (see: retirement)…
So, news of your death was mostly untrue?
Yes, I’m still alive and kicking and definitely NOT retiring; but maybe I should change my nickname from “Sparrow” to “Phoenix”.
What are you up to now?
Exploring new adventures and open to all opportunities in the new year.
Why not retire to a life of lawn bowls and club-priced schooners?
Firstly, I’m crap at lawn bowls, although the club-priced schooners sounds good value. I still love what I do and definitely not ready to join the bowling club just yet.
You’ve had a particularly distinguished media career. What’s the next move?
Exploring options in three areas. One: as a pitch doctor working with both local agencies and in APAC. I think there is a big opportunity in this area, and with my US and Aussie experience, I have good credentials.
Two: marketing/PR/event projects very similar to what I have been doing recently, plus my event experience at GroupM with mLab. Also my four-month secondment to the AANA working on the RESET conference was a highlight.
And three: training, development and coaching. I always loved this part of the business and I’m passionate about nurturing and developing talent.
What’s the part of the industry that most excites you at the moment?
Ahhh, that’s an interesting question, as I’m not sure the industry does excite me at the moment. It’s really tough and challenging with a short-term focus, and its all about reducing costs and freezing all investment. Nothing exciting about that and it’s a very tough, hard slog.
Equally, what’s a part of the industry that you think is in a bit of strife at the moment?
All traditional legacy agencies including both creative and media. It has to be smashed up and reshaped for clients future business needs.
It’s an ever-changing and ever-disrupted industry. What skill sets do you think are vital for the modern-day adlander?
The most important skill set will be resilience. The ability to bounce back and thrive with the constant change and disruption. Plus, the vital skill of listening… listening to our clients and talent to effectively lead and inspire them every day under enormous pressure.
This is a very honest question: do you think there’s a problem with ageism in the industry? If so, how can that be addressed?
Definitely, yes. I think there is a major problem with the focus on cost-reduction and low margins we have lost valuable experience and vital industry knowledge.
It has to be addressed and I think we are at a tipping point where agencies need to take action now. Recently, several CMOs specifically mentioned the lack of senior leadership on their business and the need for a senior leader with management and life experience acting as a real trusted adviser.
There appears to be a lot of senior people moving on and out of the industry at the moment? Heaven forbid, is there a brain drain?
Yes, again! We have undervalued experience and the gravitas of senior people and the importance that can bring to a client’s business.
Equally, do you think the industry is doing enough to snare the new, bright young things?
Of course we need talented young people, however it’s all about balance and I think the industry has definitely improved its recruitment programmes. The industry associations are doing a good job, but we can always do more.
Everyone’s talking data, data and more data. Is the hype to be believed?
Some of it is frog shit! We are overloaded with data and not enough data scientists or qualified people who can analyse the data to gain the insights.
Biggest industry issue at the moment that’s NOT being addressed?
We have a lot of talk about diversity, however most of it is just that talk. We need real action on diversity so its not just tokenism or makes a good press release.
I mean real diversity not just male/female balance but an inclusive workplace that truly reflects our community, culture and values. We don’t always practice what we preach.
Biggest change to the industry that you’ve seen in your career?
Obviously its technology. As an example when I first started and moved out of dispatch (the mail room) department to media I was doing TV post analysis manually. The thing that hasn’t changed is the need for the best talent to deliver big ideas and inspirational thinking that drives a client’s business.
Favourite ad of all time?
That’s tough! Probably some of the great ads and jingles that Mojo created for Meadow Lea, Tooheys or World Series Cricket.
Most memorable moment (and by “memorable” we mean funniest) moment of your career?
Wow, that’s an even tougher question. Over 30-plus years so many funny memories. Maybe trying to explain my nickname “Sparrow” to the Americans when I worked in New York for Mindshare; especially as I embellished the yarn as I didn’t want the facts to get in the way of a good story.
Proudest moment in your career?
Launching Mindshare in Australia and then working for them in the USA and helping win over $1 billion dollars in new business in one year and being awarded AdWeek Agency of the Year.
Latest News
‘A Very Rare Breed Of Creative’ – Clemenger BBDO hires Chief Creative Officer
B&T's chatting with Clems boss Dani Bassil on Adrián Flores CCO appointment. We never got to Italian or Thai herbs.
Concrete Playground Debuts Innovative Urban Exploration Platform With Lexus As Launch Partner
Concrete Playground announced the launch of its redesigned website in partnership with Lexus. This partnership introduces a new era of urban discovery, enabling a deeper, more intuitive engagement with cities through a state-of-the-art digital platform. Revolutionised Digital Experience Concrete Playground’s website has undergone a significant transformation, designed to enhance the way users interact with their […]
Mindshare And The Brand Agency Take Top April’s New Business Rankings
Which agencies soared like an eagle for the month of April? As in stellar performance, not Eddie the hapless ski jumper.
Suntory BOSS Coffee Fuels Ambition With New Campaign From It’s Friday
Does your workplace have a strict, policed illegal drug policy? Then Suntory BOSS Coffee will have to do.
Resolution Digital Wins MyPlates Media Account
The best thing about personalised number plates is it makes spotting wankers on the road far easier. And drug kingpins.
Debunking The “Three Year Lie”: A New Approach To Retail Digital Strategy
This columnist says it's wrong to claim digital always has a three-year pay off. Has no opinion on the seven-year itch.
TV Ratings (06/05/2024): The Farmer Is Back And He Wants A Wife
It was a good night for lovers of farming and love.
The Growth Distillery Unveils The New Rules Of Influence
The New Rules Of Influence has arrived. And there appears to be no "difficult second album" syndrome here.
Whittaker’s Launch New Brand Platform, ‘Hello Chocolate Lovers’ Via Bastion Shine
New Zealand chocolate brand continues its insidious march into the Aussie market. Much like New Zealanders themselves.
Tyro Shows They Are ‘Into Business Big Time’ With New Brand Campaign Via Howatson+Company
Think finance isn't funny? Think again with this fun work. Yes, it still applies to funeral homes & Clive Palmer ads.
IAB Study Finds 66% Of Advertisers Have Five Or Less Years Experience With Affiliate & Partnership Marketing
Study finds advertisers & agencies not overly experienced with affiliate marketing. The opposite to networking drinks.
Optus Names NBN boss Stephen Rue As New CEO
In what would've been a delicious irony, alas this Optus news didn't get leaked in a major security beach.
Indy Enigma Delivers Signage For NSW’S First Purpose-built Surf Park
Is the fear of shark attack holding you back from a professional surfing career? This new surf park could be the ticket.
Houston Ramps Up Creative Capability, Appoints Two Senior Creatives
Houston - we don't have a problem! Well, not anymore with the appointment of these other-worldly recruits.
JCDecaux Secures All Major Bus Advertising Contracts Across Sydney
Do you like your ads to arrive 25 minutes later than scheduled? JCDecaux now boasts Transport for NSW's bus ad contract.
CommBank Launches The Brighter Side TV On 10 And 10 Play
Commbank teams with 10 for a new financial literacy program. Pensioners and the unemployed are advised not to watch.
IMAA Announces Next Female Leaders Of Tomorrow Programme
Here's a top initiative by the IMAA that B&T's proud to get behind. Unlike the 20 hotdogs in 20 minutes challenge.
Fast 10: Avid Collective’s Luke Spano On Building Deeper Relationships With Local Publishers & Advertisers
Avid Collective's Luke Spano takes on B&T's fast 10 questions. Well, 11 if you include "did you have a nice weekend?"
QMS Boosts NSW Billboard Network With Australian Turf Club Agreement
The QMS team seemingly now the ones to ask for a hot tip at Rosehill after partnering with the Australian Turf Club.
VMO Signs Deal With Stockland Shopping Centres
Often visit Stockland malls only to forget the very reason you came in the first place? Let VMO give you a gentle prod.
Day Management Appoints Paramount’s Tim Wall As Head Of Talent And Publicity
Paramount's Tim Wall exits the TV business after 12 years. Confesses the Rove years were the most taxing.
Poppet’s Postive Party Celebrates First Birthday At New HQ
Think first birthdays and fairy bread and dirty nappies spring to mind. Not to say it didn't happen at this one either.
Enjoy A Hahn Solo… And May The Fourth Be With You
If anything, this campaign does beg the question - at what age does Star Wars cut off as a cultural phenomenon?
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.
OMG! Greg Graham, you’ve just reinforced every little thing that I think is broken in our industry and EXACTLY why I’m doing what I’m doing to actually make change too – I couldn’t stand everyone being all TALK. Good for you. There’s a very welcoming world out there beyond the old model too. Congratulations.
For those that were so ageist to think that you were retiring can go jump. A start up or a new venture can happen at any age. You’ve never lacked energy and age is not going to stop you either. Shame on those that assumed. Wishing you the very best with whatever is next. Industry – please take note of Greg if you wont listen to me – and do something about our embarrassing problems. Sadly as a white man in business, Greg has more chance of being heard than some others…just saying. Thank you Greg for making a stand. Awesome. Can’t wait to see what’s next.