The advertising industry has paid homage to one of its true legends, Mark Green. B&T has collated their tributes below, and also has a small tribute of our own.
Yesterday, the world’s advertising industry was shocked and stunned to hear of Mark Green’s passing aged just 53 years old.
Few people have left such an indelible mark on the industry that we work in, as the testimonies from his friends, colleagues and luminaries of the industry below will attest.
In recognition of Greenie’s achievements and legacy, we are naming the Mark Green Advertising Agency of the Year Award at the B&T Awards in his honour. The Monkeys was B&T’s Agency of the Year in 2010, 2013, 2018 and Agency of the Decade in 2019.
It is a small, but we hope, fitting tribute to a man who gave so much to so many.
Here are tributes from friends and luminaries in the industry, including The Monkeys co-founder Scott Nowell, former clients and leaders at the top advertising agencies in Australia.
David Hovenden, CEO, The Misfits
I first became the publisher of B&T in 2008 when Tim Burrowes left to set up Mumbrella. The magazine (as it was back then) was one of 32 P&Ls I had responsibility for. To say it only got a fraction of my time would be an understatement. That was the nature of business within the global beast Reed Business Information.
The first time I realised B&T was different to all the other trade rags and directories I was watching slowly die was when then-editor Tim Addington insisted I attend the B&T Awards; the industry’s de facto Christmas party.
At that awards night, there were two agencies that stood out to me: a dominant BMF and a crazy startup called Three Drunk Monkeys.
Three Drunk Monkeys was the sort of batshit crazy name that demands attention. The work that the said Monkeys produced proved they were no joke at all.
I made it my business to get to know them and that was when I first met Mark. I loved that he loved to shoot the shit and had an unguarded opinion on everything. The honesty was wonderfully refreshing.
Fast forward to 2014 when Dan Uglow and I set up The Misfits and took full ownership of B&T, Mark was one of the first people on the phone to congratulate us for making the leap and to offer us his counsel on charting our own course.
From then on, lunch was a regular fixture between us. Sometimes with Justin, Scott and Dan, but always Mark and I.
Our friendship blossomed, as I know it did for so many people who met Mark. I genuinely cleared my diary whenever I could to fit into his insanely busy schedule.
Mark was always generous with his advice and not one to hold back his criticism either. I remember once he told me we were self-censoring and we should never do that. How wise those words are, and how brave. He lived it though, courting controversy and wearing earned media as a badge of pride. Think about the lamb ad with all the deities sharing a meal!
Apart from lunch, I also always looked forward to his inevitable call prior to each B&T Awards. During the call, he would enquire as to whether he was going to have a good night, or a really good night. When I asked if he was asking me whether they had won a bunch of awards (he was), he would reply in his droll manner that he honestly couldn’t see how any agency could possibly beat them. Often he was right.
Such was his audacity, when 2019 rolled around, Mark thought it necessary that Scott and Justin accompany the pair of us to lunch. That year, we would be handing out our Agency of the Decade award. They opined that it surely must be theirs.
“So how many tables do you think I ought to buy?” asked Greenie. Always with the win in mind, always knowing what meant the most to us.
Inevitably, The Monkeys won our Agency of the Decade Award and Greenie invited us to The Monkeys’ internal celebration; he was that sort of genuinely inclusive bloke. In fact, I think I was invited to nearly every big agency celebration they had — be it a Cannes Lions Titanium (for the Opera House work with Tim Minchin) or one of the slew of Grand Prix they won with us.
Then, of course, there were times I wanted news ahead of schedule from him. Have you won NRMA Insurance? Have you won Qantas? Have you won Westpac? Have you just poached Mel Fein?
The dance was exquisite: “You know I can’t tell you”.
“You will never hear this from me.”
Somehow, I always seemed to find out first. Especially if the Monkeys didn’t win.
When Droga5 Australia and New Zealand CEO Matt Michael spoke to me yesterday about this god awful news, he quipped that Greenie would have been devastated that I didn’t get the scoop. I laughed among the tears.
Like everyone, 24 hours after learning the news that this incredible man who was so fit and active could be struck down so young I’m still trying to process it. I’m devastated.
One thing is for certain, the industry and the world will not be the same without Greenie in it.
They say only the good die young. I think in this case we might have liked an exception. You will be sorely missed and my thoughts and prayers go out to Rachel, Ari, Gisele and his whole family.
Scott Nowell
Scott Nowell, Green’s co-founder at The Monkeys and creative chair at BMF, said:
“I can’t imagine the world without my friend and partner Greeny in it. He was a deeply creative person with a keen sense of the cultural zeitgeist and endlessly enthusiastic about how creativity of all kinds can shape the world around us. Most of all, he believed in me and the people around him and that made us believe we could do anything together. I loved him for that. The Greens are like family, and that’s where my heart goes at this time.”
Melissa Fein
Mark Green has been one of the most influential people in my career, especially over the past decade. He had an inspiring mix of chutzpah, swagger and certainty. He was always challenging the status quo and taught me some of my most used rules in business.
Beyond our professional partnership, I will treasure the friendship we formed. We shared a passion for global affairs and geopolitics, sport and industry chat, and I loved our conversations more than anything. He always made me feel that the impossible was possible and reminded me not to sweat the small stuff.
Mark was a big reason behind my recent move to New York. He loved this city and made me truly believe that here, we could achieve anything. Since my move, Mark has been family and my rock. Rachel and Mark’s home was always open and was the epicentre of the Aussie expat community.
His friendship has meant so much to me during this new chapter, and it’s hard to comprehend being here without him and not following through on our big ambitions together!
The sadness is so deep. All my love goes out to Rach, Ari and Giselle, and everyone who loved him. He would tell me to keep my eyes on the horizon and not to worry, and I’ll try my hardest to do just that.
David Ohana
Greenie and the Droga5 team worked on UN campaigns, forming a strong bond with UN chief communications and marketing officer David Ohana over many years.
“Mark was part older brother, part mentor, and I am so grateful to have had him in my life,” he told B&T.
“Back in 2000 at Saatchis, the two of us would often stay late into the night working on UN and UNICEF briefs. Mark championed the idea that creativity should do more than just sell things. Twenty-six years later, we got the chance to do it all again, and I already miss our coffee & dreaming sessions.
“He was a wise, funny, kind and generous soul at the peak of his powers.
“Rest in peace, brother. You’ll be missed by so many. All my love and strength to the entire family, especially the extraordinary Rach, Ari and Gigi – my NY fam. 🩵🕊️”
Susan Coghill
Suan Coghill, CMO of Tourism Australia, said:
“Mark Green was somebody I aspired to work with for years before it finally happened. First when I was a creative agency suit and I saw what he, Scott and Justin built with The Monkeys. I think every agency person wanted to work there at some point!
“I finally got the chance to work with Mark when the Droga5/Monkeys team won the Tourism Australia business in 2024 and I realised that Mark was a kindred spirit – an agency suit with great love for creativity and belief that what they did could build fortunes and change the world. We had a shared passion for Australia and doing big things to help our country shine on the world stage.
“I was once asked for one word to describe Mark Green and I said indefatigable. He worked tirelessly for his clients, for his business, for the industry, and most of all for big ideas. And he did it with grace and charm and optimism. I saw this firsthand when he pitched us the ‘Play It Safe’ idea for the Sydney Opera House’s 50th Anniversary – a brilliant idea that he was determined to make happen. He convinced us that with a little extra help from TA a great Australian story would be told (well, sung actually, but you get the point). Without Mark’s dogged determination and relentless calls and texts, it would never have happened.
“It’s fitting that my last catch up with Mark was all about our next big creative opportunity and how our teams can work together to make the most of it. He wanted the next round of work to be bigger and better than the last, as was always his way. I see that spirit live on in his team at the agency. That’s his legacy, at Droga5 and across our industry. I’ll miss him dearly.”
Ant Keogh
Ant Keogh, co-founder of Kerfuffle and former The Monkeys Melbourne chief creative officer, said:
“It’s hard to believe such a force of nature as Greeny is no longer with us. He loved the industry and the people in it. He loved ideas and creativity and his fearlessness and enthusiasm made him a great leader. My thoughts and sympathy go out to his family at this very sad time.”
Esther Clerehan
Esther Clerehan said: “Greeny was a green light. He was the person always getting things done by removing obstacles, asking why not and urging everything to go bigger. He loved his family, he loved his mates, he loved life. Having Greeny in my corner meant everything. I am numb that he is gone.”
Andrew Howie
Andrew Howie, founder of Galant Creative Advisory, is the former group marketing manager of Meat & Livestock Australia. He first hired The Monkeys to work on some of the most iconic lamb ads in Australia’s history.
“Back when I worked at MLA, I called The Monkeys and asked them to pitch on the Lamb business. I got a call back from Mark Green to check if it was a legit process or just a pencil sharpening exercise.
“I’ll never forget that call.
“From that day forward we spent a lot of time together. Lamb. Then Beef. Then a few years later, Amazon. “Business before entrees” he would always say.
“What started as a direct but polite phone call from him grew into a special friendship. Well, for me at least.
“Today, with the news of his sudden passing, I feel sad. Sad for his beautiful family. Sad for the world that has lost one of the greats way too soon. And sad for myself as I won’t get to cause mischief with him anymore.
“Vale Mark Green. Thank you for everything you taught me about being a better person.”
Nick Garrett
Nick Garrett, CEO of Omnicom Oceania, said:
“I’ve known Mark for decades, and it’s incredibly hard to believe he’s gone. He was a brilliant leader, a fierce and deeply respected competitor, a friend and someone who gave so much of himself to others.
“He was the most passionate advocate for our industry and for the power and value of creativity and leaves an extraordinary legacy through both his work and the people he supported along the way. My thoughts are with his family and everyone who loved him. Rest in peace Mark, I will miss you.”
Adam Ferrier
Adam Ferrier, co-founder of Thinkerbell, said:
“Within the success, Mark was above all a kind, loyal, mischievous and wonderfully creative soul.
“We’re all so lucky to have had him in our lives and industry.
“So much love to his family whom he loved and valued above all else. Godspeed mate.”
Michelle Klein
Westpac CMO Michelle Klein, who was also Accenture Song and The Monkey’s client at NRMA Insurance, said, “I’ll never forget his generosity, warmth and friendship. My heart goes out to his family and the team at Accenture Song. May his memory be a blessing.”
Lucinda Barlow
Lucinda Barlow, Uber and Uber Eats’ APAC, EMEA and Latin America marketing chief, said Green had “more impact on the Australian advertising and marketing industry than anyone”.
“We’ve all worked with, partnered with or been connected by you in some way. Thank you for all the support, for championing creativity, and for giving so much to our world. All our love to your family. RIP.”
Michael Rebelo
Michael Rebelo, chair of the Advertising Council Of Australia (ACA), said Mark would be remembered as much for his character as his achievements.
“The loss of Mark is incredibly hard to comprehend. We grew up in this industry together, from our early days as suits at Saatchi & Saatchi, and I feel very lucky to have called Greenie a dear friend. He was an exceptional leader, with strong business instincts and real creative bravery, who backed great ideas with absolute conviction and inspired those around him to go for it.
“He gave so much to our industry, but what I’ll remember most is his passion for creativity and his remarkable ability to bring people together, even rallying competing agencies for the greater good. It was a privilege to work alongside him on the ACA Board, and even more so to know him as a friend. His passing leaves an enormous void, and he will be deeply missed. Our thoughts and prayers are with Rachel, Ari, Gisele and Mark’s wider family.”
Tony Hale
ACA CEO Tony Hale said the news was a devastating shock.
“I am stunned and heartbroken. It is such a tragedy, and my thoughts are with his wonderful family in New York at this incredibly difficult time.
“Mark was the quintessential new age ad man. Sharp, witty, entrepreneurial, and always with a wry smile and glint in his eye as he orchestrated the next deal. He was a friend, mentor, and Chair of ACA, during which time he totally transformed the organisation.
“A rare leader, he was fiercely ambitious for creative excellence, entirely devoid of cynicism, and relentlessly committed to the industry that he loved. He led with clarity, genuinely cared for people, and his generosity was boundless. His influence went far beyond his commercial success; he made a lasting difference to our business culture and the people in it.”
Chris Howatson
Chris Howatson, founder of Howatson+Company, said:
“I’ve admired Greenie from the moment I first read about him in 2006. And that admiration was deeply reinforced when observing him in full advertising flight, both as a competitor on the field, and as a colleague where he led the Ad Council.
“His belief in creativity, unflappable. His standard of excellence, immovable. His ambition for our industry to drive commerce, insatiable.
“While other agencies rose and fell, The Monkeys maintained enviable excellence for 11 straight years, continued to do so under acquisition for another 7, and shows no sign of slipping as Droga5.
“20 years is an impossibly long time to stay at the top. It’s hard to think of a fitting comparison to Greenie’s reign, other than sporting greats, Messi, Williams, Phelps or maybe even Buffet.
“I’m grateful he was recognised by AdNews Advertising Hall of Fame last year. Perhaps for a moment he paused to mark his outstanding achievements. But the Greenie I knew would already be one step ahead scaling the next mountain.
“What an incredible loss, and what an inspiring legacy Greenie leaves behind.”
Lindsey Evans
Special’s global co-CEO Lindsey Evans, who is the deputy chair of the ACA, said that it is “hard to think of anyone who has done more for our creativity industry and its future than Mark”.
“And certainly, no-one who has done so with such passion and unbridled generosity.
“First and foremost an almighty human being – fiercely passionate and fiercely caring in equal measure – Mark was a lighthouse to the entire industry, especially to the independents in inspiring as to what’s possible.
“A brutal blow in every way. My heart is with his family (and the ridiculous number of friends and colleagues who would have walked through walls for him).
Mark Buckman
“An incredible force of nature and for good,” wrote former Telstra CMO Mark Buckman who was Green and The Monkeys’ client at Telstra.
“One of the most brilliant minds in the business, sharp, funny, kind, and generous. I feel fortunate to have worked with him but mostly so lucky to have been a friend. His impact on the lives and careers of so many and on the businesses he advised have left an indelible impression,” he added.
Aimee Buchanan
Aimee Buchanan, CEO of WPP Media ANZ, said that Green “represented everything that is great about our industry”.
“Passion, drive and kindness in equal measures. Such a big loss to our industry and an even bigger loss for his family. Our thoughts are with them and all of those who worked closely with Mark. A very sad day.”
Paul Bradbury
VML chief executive Paul Bradbury, said:
“I was shocked to hear the news of Greeny’s passing yesterday like many others across the advertising world. For me, Mark was the benchmark for creative business leadership in Australia and now the world.
“A champion for creativity with an uncompromising tenacity to make bold ideas happen, Mark raised the standards for us all. We have lost a true leader and a great bloke. My thoughts are with his family and the Droga 5 family.
Gavin McCleod
Gav, the chief creative officer of Emotive, was left stunned by the news and had come up against Green in pitches and crossed paths with him plenty of times over the years.
“I’ve always had enormous admiration for him. He cared deeply about this industry and was a genuine champion of creativity.
“But what always struck me was his extraordinary ability to drive success wherever he went, while doing it with such decency and integrity. He was someone I’d admired for a very long time, and like so many others, I feel an enormous sense of loss.
Laura Aldington
Laura Aldington is deputy chair of the ACA and founder of Supermassive. She said:
“I had the great privilege of working with Mark throughout his six years as Chair of the ACA board. What I quickly learnt about him was that, despite his extraordinary success, he’d always make the time. Time to reply to a text, answer a call, catch up, and offer advice, or contribute to the industry he advocated for so passionately. He was uniquely generous in that way. Few people are respected and liked in equal measure; Mark was one of them. A remarkable leader, and an even better human. My love and thoughts are with his team, and of course, his beloved family.”
James Wright
Havas ANZ group CEO James Wright said:
“Mark’s passing is an enormous shock and a huge loss for the Australian advertising industry. The story of The Monkeys is already the stuff of advertising legend, and to go on to lead Droga5 was an extraordinary achievement.
“Mark was universally respected, a passionate champion of brave, ambitious creativity and someone who brought a much-needed breath of fresh air to the industry through his humour, honesty, and candour.
“He was a genuine character who made an impact on the people and businesses around him. Our thoughts at Havas are very much with his family, friends and colleagues at this incredibly difficult time.”
Rebecca Tos
Rebecca Tos, CCO of The Garden who has worked at senior levels at Havas and Dentsu, said, “You were always so kind to me, when I was finding my way in this wonderful industry some 20 something years ago. My heart is breaking for your family and those closest to you, we’ve lost one of the smartest and greatest far too early.”
Sophie Price
Sophie Price, one of the industry’s leading strategists at EssenceMediacom, added: There are people who shape an industry, and then there are people who change how it thinks. Mark Green was one of those people.
“I particularly admired how fiercely he championed the power of media and creativity working together. An inspiring leader, an incredible industry advocate and, equally, an inspiring parent. My thoughts are with his family and everyone who had the privilege of knowing and working with him.
