Merger she wrote as indies create united front to wag dog
If you believe the hype, big, traditional agencies are on death’s door, the quest for integration is a futile one, TV is dead, and small, nimble, specialist agencies with new ways of thinking are the way of the marketing future. If you don’t, then it seems like the normal circle of business life continues apace as small agencies look for opportunities to expand and eventually become bigger agencies. And, in the case of digital creative and media company Wag The Dog, accredited media planning and buying agency MediaR and creative agency Advocate Advertising, it seems there is still some strength to be found in larger numbers.
The new three-pronged entity that now goes by the name of Wag the Dog Agency calls itself a full service, cross-platform agency that is channel-neutral but has a core competency in digital (some might know this as a slight variation on the ‘traditional model’). The network has a number of big clients including Mercury Energy, Les Mills International, ASB, Westfield, Unicef, Vero, Lumino and Charlies, with combined billings of $20 million and 23 staff. But Wag The Dog Agency director and original WTD co-founder Andy Taylor, says it’s certainly not an example of giving up and joining the establishment.
Taylor, who helped launch 3 mobile into the Australian market and spent four years as sales and marketing director of First Rate, says he is still focused on being truly disruptive. He doesn’t think you can ask traditional agencies where digital is going, and you can’t ask digital players to integrate with ‘old media’ because the mindsets are just too far apart and often in competition for budget. And he hopes the combination of the traditional and media agencies, a deal which has been in the pipeline since January, will add strength to the digital offer, rather than diluting each specialist branch.
Of course, with the announcement of the new agency has come the usual chorus of claims about its new and interesting approach. He says the way the agency is structured is very different. And as conversations with consumers move away from mass media awareness and change to one to one and a more granular level, he says digital is at the heart of the consumer experience and clients are becoming more project-based.
Wag the Dog was brought on board last year as the specialist digital agency for 2degrees and was responsible for placing the digital media and also managing its successful social media strategy (this has now been taken over by the PR agency, Bullet, he says).
It worked closely with TBWA\ on 2degrees, which led the brand launch, and it is now working with soon-to-depart TBWA\ client ASB (watch out for what he calls a revolutionary, special and very hush hush Facebook strategy soon to be go live that hasn’t been tried by anyone in the banking sector before and aims to position ASB as an online innovator). It is also managing Mercury Energy’s brand voice on Facebook and while there’s an argument it shouldn’t be doing this, and it should instead be coming someone from within the organisation, it’s common and it’s another example of the increasing overlaps online between digital and PR.
He admits it’s difficult to separate the wank from the chaff when it comes to new agencies, new models and the ensuing claims. But he says “the only way we got these blue chip clients was because we had something to offer”. And this attractive offering, he says, is being able to launch brands into Facebook and then managing them.
So despite talk of pushing boundaries and carving niches, what is the real difference between Wag the Dog Agency and all the other ad agencies leading with digital? Firstly, Taylor says it’s an agency run by entrepreneurs, which is very different from a standard agency. And with the emergence of social media as a channel, he says “actual integration at the idea creation stage is required, rather than paying lip service to multimedia”.
“Most digital agencies end up operating at the fringe of client strategy and end up with a ‘bolt-on’ digital strategy,” says Helma Mitchell, founder of MediaR. “Our advantage is that we start with a fresh outlook from the beginning of the client’s marketing strategy process.”
Taylor says it wants to be seen as an innovative thought leader, and, taking a leaf out of the Geoff Ross book, he says innovation is often achieved when clients are uncomfortable with an agency’s slightly riskier, disruptive suggestions. That’s when they grow, he says, pointing to a Steve Jobs quote that says: innovation distinguishes between a leader and a follower. At present, he says there are not a lot of clients like that. Obviously Taylor wants to help create a few more of them.
Kevin Francis
July 15, 2010
A couple of things.
Firstly, Andrew was not Sales and Marketing Director at First Rate for 4 years, he was in the position for 17 months before the position was disestablished.
As he is one of the subjects of Ben's article, I thought it best to mention my own company's experience with a previous company he was fronting, Virt, with some of the same people involved.
Having chased Andrew, and been promised payment for media placement over 7 months to no avail, 3Di finally resorted to having the company put into liquidation. As a matter of public record, the liquidator has now laid a complaint with the National Enforcement Unit regarding a phoenix company that was established.
Given the size of the budgets the team are fronting, forewarned is forearmed.
Kevin Francis CEO
Greg Symons
July 15, 2010
Andy, good on you. There is nothing more exciting than seeing someone push hard in what they believe in.
Starting your own business and getting traction is no easy task and yes, can be underestimated at times but I think your perseverance and efforts have paid off and been inspirational even with a lot of tall poppy syndrome in play.
Onwards and upwards, mate. Make us proud.
Anon
July 16, 2010
Greg Symons ? is that the same one that according to Fastline is a founding partner at Wag aka Voot?
Now there is two names you should google if you were worried about payment. We have waiting over 12 months.
We would not accept any work from them again no matter what they promised.
Looks and smells like a new paint job on a leaky building.
YRT
July 16, 2010
Hello
This disturbs me – i to had bad money relations with Wag and my partner with Advocate the other one talked about in the knew company. Scary scary things if those 2 are now one
Media Hack
July 16, 2010
So media r are nolonger an indy, that will excite a few new business people in the true media shops in town. I can hear the credit cards being flexed as the battle lines are drawn – bring back the 20% commission I say , we will need to too pay for the lunches.
Now where is my purse?
Recessions Hurt
July 16, 2010
Lots of companies got burnt in this recession – my company got its arse burnt by clients not paying (often through no fault of their own) – so it swings both ways. Good on you for holding on, finding a solution to keep your head above water and keeping those 23 people in a job.
Vincent Heeringa
July 16, 2010
YRT – people that spell that badly shouldn't be paid anyway. I should nough.
Anon
July 16, 2010
Hi Greg Symons & others
Drop the Recessions Hurt mask and the clean as clean image, have you forgotten that you had such a brilliant record of (not) paying staff. Pay us & then claim the knighthood.
I see you have a bank client – maybe you can rob the bank & pay us.
Boring
July 16, 2010
Come on Ben
Stop publishing client supplied press releases. This story is pr bull shit at its best.
How many times have we been told this before " a full service, cross-platform agency that is channel-neutral but has a core competency in digital".
If you want to read / be told something new check out Rocky Stones new baby, at best they say something original and no I do not work there.
Google Greg Symons and?
July 16, 2010
Greg Symons
That name rings a bell or to.
Oweing money is not uncommon to him.
Application to wind up: Divvy Tools, Racing Experience & TVM Nexus face liquidation
Defendant: Divvy Tools Ltd, Racing Experience Ltd & TVM Nexus Ltd
Directors: Gregory Symons, Howick (all); Robert Symons, Ararimu (Divvy Tools & TVM); & Roger Smith, Howick (Divvy Tools)
Applicants: Racing Experience & TVM Nexus – Christchurch law firm Duncan Cotterill; Divvy Tools – Miller Bradley Lawlor
Hearing date: Wednesday 1 July at 10am
Other details: Gregory Symons is a director of FAS Group Ltd, which is due to settle with Iconz Ltd when its application to wind FAS up returns to court on Wednesday 15 July. Both Symonses are directors of Fibroin Initiatives Ltd, Hopscotch Money Ltd, Incutech Trustee Co Ltd, Opus Fintek Ltd, TVM Fusion Ltd, Twimmy Artisan Ltd, Twimmy Tools Ltd & Virt Digital Ltd. Gregory Symons is also a director of Mediajabb Ltd, and Robert Symons is also a director of Fasnexus Ltd (wound up 27 February), Sunland Racing Ltd & Sunland Ventures Ltd. Mr Smith is a director of Charge 2 Go Ltd, E 2 Go Ltd, R&C Trustees Ltd, RC Administration Ltd, RC Property Developments Ltd, RC Smith Properties Ltd, The Junction Sports Bar Ltd & Twimmy Artisan.
Back to Andy Taylor - it is after all all about Andy
July 16, 2010
Is this Andy Taylor the same man that once boosted at an industry function that he was friends with every attractive female at TBWA / tequila. And that so long as they kept keeping out the ugly ones he would be loyal to TBWA boss Mike Larma for ever. The same Mike Larma that is now Andys client at Mercury Energy. As they say in the small dark bars around town, it not who you know, but whos nose you know.
Greg Symons
July 16, 2010
Much better reading with some context: http://www.stuff.co.nz/business/2975274/Chrisco-boss-faces-multimillion-dollar-claim
Vincent Heeringa
July 16, 2010
Boring – get informed. Ben just ran a detailed feature story in the latest NZ Marketing magazine all about Andrew Stone. It's available in a bookshop. That's a place you buy magazines and books, for like, informing yourself.
$20 million billings
July 16, 2010
Meow a cat fight, nothing better. What do you expect on a wet Friday.
If someone owed me wages and they had billings of twenty $$ million I would be sending this link to the ceo at there so called 'big clients Mercury Energy, Les Mills International, ASB, Westfield, Unicef, Vero, Lumino and Charlies'.
Unicef ? – does not charity start at home?
Just heard the drinks trolly being loaded up, must be that time again….
Charlotte D
July 16, 2010
Girls, file off the nails and go do some work.
Ahiaruhe
July 16, 2010
Good heavens, are you communications professionals (above) making these comments? Spelling, please!
Jessie
July 16, 2010
I am glad Richard Bradley from Chrisco did not buy in to the finance deal to his customers. In fact, I was suprised to hear he had even considered it!? Flogging off loans to low socio mums with kids?? I like that they went for debit cards from NZ Post. "Spend what you have" – I'm sorry Mr Symon but showing off your pending law suit is a bit crass.
Jessie
July 16, 2010
Hey! the great thing about commenting on Stop Press every Friday at this time is that everyone else is having drinks and they think I am still working! haha
Andy Taylor fan club
July 16, 2010
Darlings go easy on Andy. He is rather cute & so tall.
Anyone know if he is taken?
I would walk his dog any day….
Fan club
July 16, 2010
But girls would we pick up his doo doo? there will be a lot of it if the above is anything to go buy.
Strange bed mates – a nice guy & a p r _ _ k (rhymes with trick) ooppss that might get we banned by the editor.
Better sign off the hot date is ringing the bell.
Surprised
July 16, 2010
I am surprised that Tom entered into formal business arrangements with Andy, given that his reputation is well-commented within the local industry. Wag had a very tough time through the recession, but I understand managed to finally pay everyone back. That Helma and MediaR got involved is very odd – potentially the end of a good indy media shop, now conflicted and tarred. With 2Degrees now at Mitchells and Westfield, MediaR's biggest client, the future doesn't look too rosy. Is it too late to unravel this foolishness and let sanity prevail?
Wow
July 17, 2010
Isn't it amazing how quick we are to jump on people, looks like tall poppy is rearing it's ugly head yet again.
From what I know about these boys is that they have managed to survive and build a team of complimentary skills
Good luck to you boys, I guess nobody told you it was going to be easy!?!
Ian Shaw
July 17, 2010
I suggest you check your facts!
Jessie
July 19, 2010
The old saying "back the jockey not the horse"….need I say more?
Ben Fahy
July 19, 2010
Some of the comments have been deleted for legal reasons. And some of the other comments are treading very close to the line. Readers of this thread should be aware that 26 of the 30 comments have originated from one email address and a range of different pseudonyms have been used. So we'll be keeping a close eye on it.
Millywants
July 19, 2010
If one person has written all these posts – don't you think its time to call it quits and kick them off? This is a professional business forum no? Not a one man band personal grievance column for venting spleen.
Ahiaruhe
July 19, 2010
Whoever it is should be kicked off simply for the mess he/she is making of the English language, regardless of anything else. I was wondering how there could be so many atrocious spellers in a communications industry.
Gotta agree
July 20, 2010
with Surprised. The rumour mill has been thrashing for some time about Andy and Greg. But I've dealt with Tom for a number of years and never found him to be anything but straight and honest in business and very skilled to boot. I hope association with his business partners doesn't do undeserved damage to at least one very worthwhile operator.
Mark Evans
July 21, 2010
If 26 of 30 posts have been posted from one email address, then surely that's a concerted campaign of attack? And if that's the case, then that person should either be outed, or have the gumption to post under their real name??! This sort of scurrilous behaviour doesn't do the industry any good at all.
Take a leaf out of Geekzone's book. When they had a recent similar situation, they named and shamed the anonymous poster – which turned out to be a competitor with an axe to grind.
Mark Evans
July 21, 2010
Oh .. and Ahiaruhe … I guess the woeful spelling can now be explained? It's the same person making all the typos in this thread I'd suggest. So .. shouldn't be hard to work out who it is? Let's see, how many people in adland can't spell. That should narrow it down a bit! ;)
Ahiaruhe
July 21, 2010
Good point Mark, I'd forgotten. It's been a while …
SKULL AND BONES
July 21, 2010
I think these clients would be better off with us.
Jessie
July 22, 2010
I remember ages ago we pitched for a pretty big peice of business. The interesting thing about this client, he insisted that we get trade references from suppliers as part of the pitch. I was too junior to have access to the whos/whys/where-what for, but in hindsight, not a bad way to background your media agency to be sure they are well regarded by their suppliers. Afterall, media suppliers if they love you are always willing to do the extra for your client.
Gary Alway
July 27, 2010
Jessie I think you will find that Richard Bradley did in fact buy into the finance thing.
burned
August 5, 2010
A clever dog doesn't crap in it's own backyard. cowboys.
m
October 14, 2010
laugh, I just about pee'ed myself. that would be at andy and kevin .. I love karma, enjoy it you two were made for each other.