Three Drunk Monkeys. Possibly (and that’s ironic) not the best name for a new Sydney agency that wants to be taken seriously, but unquestionably a talking point. However, it was the work that the fledgling agency got talked about and yes, that name as much as it smelled of teen spirit, did describe an agency of original thinkers, Justin Drape, Scott Nowell and Mark Green. The original thinkers thought better of their provocative name in the agency’s early years, but their flair for talking point advertising continued.
This is what the agency says about its beginnings: “Labelled an ad agency, a collective, a branded content company, the business model of the future and a ‘bunch of bloody dreamers’, the truth is, The Monkeys is a bit of each. Built on the premise of creating ideas worth talking about and giving its people the room to think (and sometimes fail) bravely, The Monkeys took advice from Benjamin Franklin and stuck to the mantra of, ‘Well done is better than well said’.”
Original Monkeys
“Some folks close to us argued that naming the agency Three Drunk Monkeys was an act of nihilistic lunacy… but we couldn’t expect clients to be brave and trust their instincts if we weren’t willing to trust our own,” addedThe Monkeys co-founder, Justin Drape.
“I’m immensely proud of what The Monkeys have achieved and came to represent, but it was never the name that defined the place, it was the people. Those incredible people will now define what the next chapter looks like too,” stated The Monkeys co-founder, Scott Nowell.
The Monkeys made Australian Lamb famous. Also notorious, with provocative campaigns that made the news media (OK, often for all the wrong reasons). The agency squished boobs for Berlei so that women wouldn’t. Created an impossible Snapchat coupon. Invited Australians to send Trump or the opinionated ex-PM, Tony Abbott to space. Bought an ice cream brand.
Created the idea of hungry-thirsty…so that Oak could kill it dead:
The agency grew up. Became a big agency. With big clients. A big office in the old Sydney Antique Market in Surry Hills. And a huge creative reputation.
In 2021, The Monkeys changed how Australia felt about its national telco.
Here’s that story: Australians love to complain about Telstra, our national telco. So much so, that it unfairly drowns out all the good Telstra does for the country. And there’s a lot. So, The Monkeys set out to tell the story of what they do, and just as importantly, why they do it. The new brand platform kicked off with film and outdoor, followed by the generous act of turning Telstra’s 14K payphones across the country into free phones.
In 2022, The agency fought to change the way Australia paid women.
Here’s that story: Global gender equality is still 132 years away. Which means humans will walk on Mars, have brain enhancements, elevators to space, and a colony on the Moon all before women are equal on Earth. The Monkeys questioned the world’s priorities by contrasting real projections of scientific and technological advancements with the projected date of global gender equality. The agency’s eerie animated film follows a young woman as she leaves a protest in 2022, and travels through a future that progresses in every area except equality.
In 2023, The Monkeys hung a bunch of Kiwis off a towering cliff and thrust a small New Zealand outfitter called Macpac on to the globe stage, winning a Cannes Lion, Four Gold Pencils at AWARD, and a host of other accolades in the process.
Then the agency gave Telstra something almost impossible for a telco to own – a real Aussie heart…
…The Monkeys created the world’s first digital nation…
Here’s that story: The agency recreated Tuvalu’s physical land digitally and moved the nation into the metaverse. The bold, provocative appeal for sovereignty and global action on climate was announced during the UN Climate Change Conference (COP27) by Tuvalu minister, Simon Kofe.
In 2024, The Monkeys turned NRMA, part of Australia’s largest insurer, IAG, into A Help Company…
…and made Sydney Opera House world famous again, with an ironic Tim Minchin song:
Hello not goodbye
The Monkeys was acquired by Accenture in May 2017, which became Accenture Song in April 2022. The agency expanded to Melbourne the same year. It has kept its fierce reputation through its changes. And its impressive client list. The Monkeys has been named Australia’s most effective advertising agency three years in a row and AWARD Agency of the Year, among countless other accolades. Last year, the agency won the Cannes Lions Dan Wieden Titanium Grand Prix. This year, it took home Australia’s only Cannes Lions Grand Prix for its Sydney Opera House campaign.
And now The Monkeys is officially Droga5 Australia & New Zealand.
New CEOs
2006: Three Drunk Monkeys. Its office was a single trestle table.
2011: Becomes the more client-friendly, The Monkeys. Clients includes big names, Foxtel, Parmalat and Blackmores. The agency created TV shows such as SBS’s My Family Feast (2009) and satirical adland series 30-Seconds (2009) for The Comedy Channel. Scott Nowell coined the term, EOFYS (end of financial year sale, pronounced ee-oh-fis), that has become an Aussie fixture.
2013: The Monkeys tribe with design agency, Maud, led by chief creative officer, David Park
2015: The Monkeys and Maud moved into Sydney’s famous Antique Market building – a statement of and facilitator for their ambitions.
2017: The Monkeys becomes part of Accenture Interactive. Melbourne Monkeys is born with Holden SUV as its first creative account. Wins Asahi Premium Beverages’ Asahi Super Dry, Cricketers Arms and Mountain Goat, CrownBet and Australia Post before it even opens an office. Nabs, Aussie creative powerhouse, Ant Keogh, supported by CEO, Paul McMillan and planning director, Michael Derepas.
In 2021, despite the challenges of the COVID-19 pandemic, the agency expands to New Zealand, with industry trailblazer, Damon Stapleton as CCO, and Justin Mowday, CEO, and foundation client, ABS. Attracts Storm Day as chief business officer. Creative leader, Tara Ford, joins The Monkeys as CCO and hires innovation leader, Beth O’Brien.
2022: Barbara Humphries becomes ECD, and a formidable creative leadership team is formed.
2023: Fabio Buresti is appointed design & digital products lead for ANZ. The Monkeys wins Cannes Lions Dan Wieden Titanium Grand Prix for its work with the Government of Tuvalu’s The First Digital Nation.
2024: The Monkeys stars in international awards’ winners lists with Play it Safe for Sydney Opera House’s 50th anniversary. The Monkeys and Droga5 begin working together. They win NRMA Insurance – the Australian creative team working with Accenture Song CEO, David Droga; Accenture Song Global CCO, Neil Heymann; and Accenture Song creative chairperson, Nick Law – and the Tourism Australia global account, with the first piece of work launching in November.
So now, AUNZ has a new agency formed from two powerhouses, The Monkeys’ legacy of provocative thinking and Droga5’s global network combining with a shared hunger for exploring where creativity can go. Droga5 has also established a new global leadership team, with The Monkeys co-founder and Group CEO, Mark Green, stepping up to take on the role of Droga5 Global CEO. Pelle Sjoenell has been named global CCO and Emma Montgomery global CSO. Matt Michael is CEO of Droga5 A/NZ and Storm Day the new CEO of Droga5 Aotearoa.
