Hey Hey we’re The Monkeys – after five years they’re no longer three and no longer ‘drunk’
What began as a fledgling three-man dream to create a unique creative business model – founders Justin Drape, Scott Nowell and Mark Green called their agency Three Drunk Monkeys.
Fast forward five years and the agency has swelled to over 70 full time staff. In recognition of this collective achievement, the agency will now be known simply as The Monkeys.
No doubt the name change also was influenced by the win of Diageo’s Smirnoff business in February this year, as revealed by Campaign Brief. As one CB blogger ‘Truth in Advertising’, commented at the time: “Yes, now they really will be three drunk monkeys. What I’m curious about is how they assured the client they’d be responsible custodians of the brand. A name change, perhaps?”. And Anonymous, with this: “So Diageo tasked with promoting responsible drinking hires a company called Drunk Monkeys. Fair or not I see the press having a field day with this one.”
Over the past several years The Monkeys have grown exponentially, both in staff size and project capability. Whilst working consistently with some of Australia’s biggest brands, they have created and produced major award-winning advertising, TV shows, short films, books, webisodes, music arrangements, music videos and even a sound to remind people to wear sun protection.
Remaining true to their core values, it is the addition of many talented staff that have enabled the business to execute such varied multi-channel campaigns.
Changing the name to The Monkeys also acknowledges the fact that executive planning director Fabio Buresti and creative director Noah Regan have recently been made partners.
Co-founder and executive creative director Justin Drape is pragmatic about the change. “After months of deliberation we agreed that it would be better for everybody if we had a shorter email address.”
The Monkeys currently work with IKEA, Diageo, Telstra, Pacific Brands and Parmalat.
19 Comments
-
dan p says:
well done Fabs and well done Monkeys for a great first 5 years.
-
3DM would’ve been so much better.
-
No one outside the agency cares what the 3 stood for. Three drunk monkeys is a far better name. The Monkeys are a lamo 60’s band.
http://www.businessinsider.com/rebranding-failures-2010-3# -
Cut through, now dulled down.
Sounds like research don’t it. -
Damn…we just about to rename BWM The Beatles………congrats on building a great business guys.
-
“Drunk” was probably an issue with alcohol, automotive and government brands.
-
They’re pitching for AA.
-
what about TDM 9:44?
Say it out loud… -
If the issue was with Diageo, I would have changed my name to 4 Stoned Badgers.
-
The beatles and frodo
-
Pay peanuts, get monkeys, and a monkey by any other name . . .
-
Unrelated but reminds me of the old Python gag:
Mr. Arthur Penis has announced that he has changed his name by deed poll.
From this date forward he will be known as Art Penis. -
Selling your souls to Diageo.
Surely you’d have a spine and stand tall and be proud about your name. Never heard anything so ludicrous that you’d change your name because ‘one of our average size, average creative clients, requested it’. -
Monkey5
-
Dear 9.11, government, automotive, alcohol. Think about it. Hardly average size or average potential. Probably opens a few more doors this way.
-
I hear the work/life balance is really great at 3DM, if you skip the life part.
-
It’s nothing short of a sweat shop, 3DM makes DDB look like high school.
-
confirmed. ddb was/is a sweatshop
-
If it’s about the Drunk bit then why not be Three Monkeys.
It’s the Three Wise Monkeys reference that you’ve completely lost with The Monkeys.
Stoopid monkeh!