Monday, April 23, 2007


As many industry punters predicted, Foster’s Australia, Asia & Pacific has appointed Clemenger BBDO Melbourne to handle two of its market leading beer brands, Carlton Draught and Pure Blonde, Badjar Ogilvy Melbourne to handle Crown Lager. Both appointments are effective immediately. All three brands were previously held by George Patterson Y&R.
However, Foster’s will continue its longstanding relationship with Patts, which is the custodian of a number of the company’s brands including its biggest and most profitable brand, VB.
Robert Morgan (pictured), Chairman of Clemenger Communications and Peter Biggs, Managing Director of Clemenger BBDO Melbourne, met with Foster's late last week and Clemenger BBDO Melbourne was assigned the business subsequent to that.
“The reason Foster’s have come to Clemenger BBDO Melbourne is that they admire the work we do for existing clients and our creative reputation. Foster’s made it clear that they wanted to establish a long-term relationship with us to achieve similar success with their brands across advertising and other marketing disciplines.“ said Morgan.
As a result Clemenger BBDO Sydney will part company with Lion Nathan. Clemenger BBDO Sydney have handled Hahn for some time with great success, achieving multiple award wins across Creative and Effectiveness.
With Carlton now at Clems Melbourne, many industry punters will be wondering how long it will be before ECD James McGrath hires his former Patts creative team Ant Keogh and Grant Rutherford, creators of the Carlton 'Big Ad'.


Anonymous Anonymous said...

Now lets see if clems are up to it???

9:29 PM  
Anonymous Anonymous said...

I haven't laughed so much in ages. The performances put on by all involved over the last six months has been hilarious. And we wonder why people don't take our industry seriously!

10:02 PM  
Anonymous Anonymous said...

What a surprise!!!!

10:08 AM  
Anonymous Anonymous said...

Yes, I agree with 10.02. It's not just our business I guess and I'm sure such things go on in other countries, but the thing is, with Australia being so small, it just makes these things all the more transparent.

1:13 PM  
Anonymous Anonymous said...

“The reason Foster’s have come to Clemenger BBDO Melbourne is that they admire the work we do for existing clients and our creative reputation"

Should read:

"The reason Foster's have come to Clemenger BBDO is because we hired James McGrath, who is about to hire Ant and Grant. It has nothing to do with our work, or reputation. It's purely because all this was planned months ago. To be honest, it has nothing to do with the BBDO brand whatsoever".

1:17 PM  
Anonymous Anonymous said...

So, the boys have "put the band back together". Lets all hope they record another decent album. Or McGrath will have to start hanging out with Paris, and stop wearing underwear, just to get noticed.

4:20 PM  
Anonymous Anonymous said...

Who cares?
Tooheys has 'Tallmen'

6:28 PM  
Anonymous Anonymous said...

Everyone's talking about Clems or Ant or Grant or James - but what about Badjar? Aren't they worth a mention?

Surely they scored Crown Larger on the back of their brilliant work for Yellowglen. Stunning just stunning.

8:51 PM  
Anonymous Anonymous said...

C'mon, what do you reckon Ant and Grant are going to get paid? 350K each?

9:16 PM  
Anonymous Anonymous said...

It wasn't "the boys" who put the band back together, it was Rob Morgan.

10:54 PM  
Anonymous Anonymous said...

At least Clems has the advantage of knowing the true colours of the team they are transplanting.

2:12 PM  
Anonymous Anonymous said...

Clemenger BBDO Melbourne can do whatever the fuck they please. It's a democratic market-economy free world we live in, remember? They are the best creative team in this country. Good luck. Clems deserves a chance to come back to the top of the game.

6:18 PM  
Anonymous Anonymous said...

6:18 is right - Clems Melbourne always have done whatever the fuck they wanted. That's why they're the only significant agency in Melbourne and have been for the last 60 years or so. Others come and go and have their time in the sun (MDA, Masius, the Palace to name a few) but if they cause too much trouble, Clems cleans them up. This Fosters business is just the latest. I was there in the 70s when Peter Clemenger was the puppet master, now it's Rob Morgan. Secretly everyone in Melbourne advertising wants to work at Clems.

12:28 AM  
Anonymous Anonymous said...

12.28 clearly knows nothing about advertising in Melbourne.

Clems, he says, is the "only significant agency in Melbourne and have been for the last 60 years or so"

For most of those 60 years they were a distant second, third or fourth to Patts. And whatever you may think, both Patts and Clems built their long term success on the basics - doing work that got results for clients. (That's sales results, not agency award results - very different things.)

Clems have been in serious decline for a good five or six years now, but never in their history would they have resorted to anything as smelly as this. More importantly, never before would they have tried such a short-termed fix so doomed to failure.

Patts is dead in all but name. Clems, now sunken to desperate measures, is clearly on the same path. Vale Australia's two great agencies.

10:31 AM  
Anonymous Anonymous said...

If it was really that way surely they could have started their own agency (JAAGTGTDTBA – James, Ant and Grant those guys that did the big ad) and split the 4-5 mill account 3 ways with a bit left over for some hot receptionists, 2 account execs and a few mac operators??

I absolutely envy any creative in the position they're in and in every respect they should be asking for a hell of a lot more than whatever Clems is offering.

3:06 PM  
Anonymous Anonymous said...

Hey, those two blokes you talked about going to Clems, that creative team. Weren't they the ones who did the launch for Empire, the most expensive beer launch in Australian history? Can't remember the brand or the ad? No, either can anyone else.

3:15 PM  
Anonymous Anonymous said...

Quoting 10:31am "Clems have been in serious decline for a good five or six years now"

Um, let's think about that. Clients gained by Clems Melbourne in the last 6 months or so: Fonterra (massive), NAB (massive), now Carlton and Pure Blond. And there have probably been rats & mice clients and projects as well.

Clients lost by Clems Melbourne in the last year or so: well there must have been something?

And I'm not sure what point 10:31 was making comparing Patts with Clems. As 10:31 correctly points out "Patts is dead in all but name". That's been the case for years, ever since that confused arrangement with Y&R.

Vale many great Melbourne agencies - but long live Clems Melbourne.

11:20 PM  

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