Vale Reg Moses: Legendary creative agency leader, well loved by all in the Australian ad industry

Many in the Australian advertising and marketing industry will be deeply saddened to hear of the passing of Reg Moses, one of the most prominent creative agency chiefs of the 80s, 90s and 2000s.

Moses’ start in advertising was in the early 80s at Ogilvy & Mather, where he worked on the J&J business.

Moses first came to prominence as general manager of Weekes Morris Osborn in the late 80s, before joining Rob Belgiovane and Phil Atkinson at fledgling creative consultancy Belgiovane Atkinson as a partner in October 1988. Belgiovane Atkinson Moses, or BAM as it was more widely referred to, was born.

Over the next twelve years BAM went on to many highs (and one big low, with the collapse of major client Estate Mortgage in 1990), eventually merging with Dentsu-owned SSB in 1992 to form BAM-SSB.

Phil Atkinson, Reg Moses and Rob Belgiovane in 1989

The tribute to BAM ~ one of 10 creative factions that made a difference ~ in Campaign Brief’s 10 Years of Creative Australian Advertising book, published in 1997, ten years after Campaign Brief launched.

Seeking a new challenge, in November 2000 Moses took on the Managing Director role at The Campaign Palace, before moving on two years later to Managing Partner of Publicis Mojo Sydney in December 2002. At Mojo Moses personally looked after the Toyota ad account.

In 2004 Moses moved on to a successful 16 year stint as CEO/President of Aprais Pacific Rim. Aprais specialises in client/agency relationship management and process improvement. At Aprais, Moses had worldwide clients which suited him as he loved to travel and shop!

Moses had many passions, including his family, music, boating, shopping, travelling, great wine and food and his collection of guitars. A bon vivant, he always offered CB the best non-tourist restaurant suggestions for cities in Europe, particularly Paris.

Belgiovane told CB: “Reg brought the perfect balance of calm and dignity to Phil Atkinson and my hyperactive energy. He was charming, dignified, a true gentleman and a wonderful partner adored by our staff and clients alike.

“He was a true friend and a loving husband and father who cared for our staff as much as he loved his wife Di and daughters.

“Best of all he was fun and a great adman who worked tirelessly to help us win some of the best clients in Australia in the late 80’s/early 90’s. And his surname started with M which, let’s face it, was a pretty handy bonus to form BAM (Belgiovane Atkinson Moses).

“We stayed in touch, often talking about our guitar collections, our families and retaining our Qantas Platinum status!!

“We were very lucky to have him join us at a time when many feared, shall we say, the ‘intensity’ of Phil and I and with him we proudly achieved beyond ours and many other industry folks’ wildest dreams, creating and building one of the most successful agencies of the era.

“I will miss him dearly and Sheridan and I offer our deepest condolences to his wife and family.

“Thank you for your support and love Reg…. gone way too soon…. but undoubtedly with a well deserved one way, first class, ticket to heaven.

“Rest in peace old friend.

“I will miss you.”

Says Phil Atkinson:  “I’m saddened to hear of Reg’s passing.
“Rob and I could not have asked for a more talented business partner.
“A sharp mind, quick wit and big heart.
“Much loved by all, he was the glue that held our agency together.
“We spoke about getting together for golf not long ago.
“Damn, I wish I had acted upon that.”

Says Aprais Australia Principal, Richard Goodrich: “After we sold HRA to Dentsu/BAM, I worked with Reg for a number of years. Then when he moved on I introduced him into the aprais world. It was a natural progression for him as he was excellent at building relationships.

“Many stories of course, but two wonderful memories.

“Once in NYC, around 30 years ago, we met up with Marek Lis. Reg wanted to convince Marek come back to Oz and work on Cannon at BAM. He was on a charm offensive. We had dinner at Smith & Wollensky, then back to the Plaza for a nightcap, via a stretch limo Reg had lined up.

“Marek, having lived in NY for many years, knew the manager at the Plaza where he had arranged a room for Reg…Reg ordered two bottles of Champagne, let’s say the bill was equal to Australia’s national debt at the time… Of course after the dinner, and one bottle of the superb Champagne we all ‘retired’… Thankfully Marek managed to arrange a credit, and Dentsu Finance were none the wiser…

“People in the industry talk about legendary lunches… Ha! Well, around twenty-seven years ago, Reg, myself and John Green, a senior executive with GIO, had lunch together at the wonderful Beppi’s.

“We sat in the alcove that Kerry Packer regularly sat in. The fundamental difference was that, thankfully, the three of us weren’t teetotal…Thank God!

“We simply looked at the wonderful wines in the secured racks, and just ordered one after the other. A second client, Martin Spry, who actually knew and still does, more than any of us about wine, arrived late…
Reg had the idea to line the bottles up on the table that we had enjoyed to set Marin up…it worked a treat, and Martin turned almost literally green with envy ~ just wonderful. However, happily we managed a couple more…. There were at least two Granges in there… The bill, from a hazy memory, was $6.000 and we only ate three plates of pasta…

“So, Reg knew, as we all did and still do, of our generation it was and still is critical to get the fun out of life and business. Whilst working hard to achieve commercial success for both our clients and agencies… This is why he took to working in aprais like a duck to water.

“I hope Reg finds fellow travellers wherever he is now….”

Says Claire Moses, daughter of Reg Moses: “Dad was a huge part of our lives including some of my working life. He loved working in advertising. When I see ad agency people that worked with Dad at BAM SSB they tell me they were the best years of their working life, they loved the work hard & play hard culture. He was taken from us too soon & we cannot believe he is gone. We are devastated. We are lucky to have shared so many fun times together with Dad which we will all cherish forever. Dad will always be in our hearts.”

Moses is survived by Di, his wife of 52 years, and daughters Claire and Yvette.

Private cremation and service.

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