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

Air New Zealand & Bastion Shine Save Christmas With Their Latest Campaign
When it comes to New Zealanders, are they really just glorified Tasmanians who are much better at sport?

Google To Pay $111m To News Publishers In Canada
Google lumped with latest $100 million-plus fine. Which, when it's all said & done, is like 50 cents to the rest of us.

Thursday TV Ratings: The Chase Takes The Crown For Entertainment
Much like navigating the single-malt whiskey menu at Rockpool, Thursday night TV proves a tricky one for network bosses.

Before Adland: Luke Spano’s High-Stakes Switch
The Avid Collective MD reveals his life pre-adland. As exciting as it is, it's not international playboy spy & Lothario.

New Study Busts Aussie Advertisers Over False “Clean, Green & Sustainable” Claims
Aussie adland in strife over some of its 'green' claims. By that we mean environmental claims, NOT fibrous vegetables.

Network 10’s Rod Prosser On TV Ratings: “One Measurement System Is Better For The Industry”
The only thing B&T would love more than a chat with Rod Prosser would be a game of squash. Yes, he's a 'yellow dot' man.

It’s Friday Quiz Time Again!
Take B&T's trivia quiz for your chance to win a $100 booze voucher and possible cirrhosis of a major internal organ.

Innocent Bystander Wines Challenge The Boring With New Campaign
As the Latins famously say "in vino veritas" or "in wine, there is truth". And, truthfully speaking, B&T hated this ad.

Apple Enlists Taika Waititi For Gorgeous (& Not Christmas) New Work!
Think the month leading into Christmas is all Curtis Stone's Christmas prawns? It's Apple to the rescue today, readers.

Clean Up Australia Unveils Brand Refresh Via uberbrand
Do you have "litterbug" on either your resume or LinkedIn profile? Change your trashy ways immediately on this news.

Musk: Advertisers “Go Fuck Yourselves”
B&T warns this article contains language readers may find offensive. And by that we don't mean Elon Musk.

Triple M Puts The Gold Back In The Gold Coast
The Gold Coast is Australia's "glitter strip". That is if you think bogans, bikies & personal trainers are "glitter".

SenateSHJ Launches New Trans-Tasman Practices
SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]

Nova Shakes Off Swift Mania With Dedicated Station
Want to make yourself the most despised person in the office? Read on with the launch of Taylor Swift radio.

QMS CEO John O’Neill On His Plans To Get OOH Spend Up To 20% (Watchout TV!)
B&T's chatting with outdoor supremo, QMS' John O’Neill. Eerily the outdoors never got mentioned in any small talk.

AANA’s New Code Means Stricter Rules Apply To Advertising To Children
There are now stricter ad rules applying to kids. Yet, nothing a bottle of Fanta & a box of Froot Loops can't fix.

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

“Cut The Crap!” Piers Morgan Sensationally Outs “Royal Racists” On His TV Show
The corgis, anyone in the Palace with a funny hat & even Camilla off the hook, as Piers delivers royal racist dirt.

Wednesday TV Ratings: 365,000 Sign Up To Watch The Last EVER Hot Seat on Nine
Mrs McGuire reportedly unhappy about Eddie loafing about the house after Nine cans Hot Seat.

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

It’s The Best Of The Best – Directors Of First Impressions, Presented By Finecast, Part Of GroupM Nexus
They're the ones with the best hair and the whitest teeth! Yes, it's adland's top 10 directors of first impressions.

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses
Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

PubMatic Nabs Luke Smith From Seven West Media
Seven's Luke Smith quits for PubMatic. However, he's still in line for one of James Warburton's annual Christmas hams.

Slew Of New Hires At Snap Inc.
Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Michael McLacren Confirmed As Deb Knight Replacement For 2GB Afternoons
Think AM radio has a bit of an angry boys' club feel? It's not improving things with this news.

Reddit Gets Playful Brand Refresh
This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

World Square Counts Down To Christmas With Sydney’s Biggest Advent Calendar
Hopefully this news will get you in the Christmas spirit. Either that or go and stand in Westfields for nine hours.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

B&T’s Search For Australia’s Greatest Ad Part 5!
B&T's vote for Australia's greatest-ever ad is much like the recent referendum sans the mudslinging and Kamahl.

Ignite the Thrill: National Drag Racing Championship Unleashes Media Campaign Via Murmur Group
If there's one sport in the world that's thumbing its nose at global emissions, it's probably drag racing.

Rethink Ink: Is It About Time You Reconsidered Print?
Print's not merely an excellent vehicle for brands, it's also perfect for getting the barbecue alight for the sausages.

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]

Cannes In Cairns Media Accreditation Open Now!
Work in media? Want to cover next year's Cannes In Cairns? There'll be no free piña coladas without this form.

In-House Agency Council Research Report: 78% Of Marketers Now Work With An In-House Agency
In-housing is definitely an industry hot button topic. Admittedly still a long way behind office affairs.

OMA Announces Winners Of The Q3 Creative Collection Competition
Who doesn't love the out of home medium? Apart from the very real chance of being shat on by a bird.