Vale Wayne McCarthy – the archetypal Mad Man – funeral 2pm today (Monday) at Macquarie Park Crematorium; wake at Cammeray Golf Club
UPDATE: Wayne’s funeral will be held at 2pm today (Monday February 7) at Macquarie Park Crematorium, North Ryde, followed by drinks/wake at Cammeray Golf Club.
One of Australia’s best known and loved admen, Wayne McCarthy, the co-founder of McCarthy, Watson and Spencer has died in Sydney, aged 68, after a long illness.
McCarthy, who started the agency with no clients in 1979, saw it rise to become one of Australia’s largest independent shops before merging with Omon in the late 90s and then selling to Clemenger BBDO.
An ex-copywriter, McCarthy was a suit unafraid to do a stick figure layout, take a photograph or write the odd headline when no-one was looking. For all that, the creative department found him charming and impossible to rebuff.
Doug Watson, Patsy Peacock and Hugh Spencer, partners in McWasp remembered him as the archetypal Mad Man. “Always energetic, never afraid, always optimistic and capable of producing charts that made even the scariest idea seem logical. He was also the loveliest bloke,” says Watson.
“His exit was precisely planned, a brave act that considered the feelings of all those closest to him. He will be missed.”
Adds Peacock, now CEO at FBI Recruitment: “Wayne McCarthy was a truly great, honest Aussie bloke. He was passionate about everything he got involved with – his family, his advertising agency, his clients, his mates, whatever mountain he was tearing down and whichever toy or project he was currently into. He cared about people, he cared about what was fair and right, he cared about being professional and effective.
“Wayne was the most positive person I’ve known, the glass was always half full, he saw good in excruciatingly difficult clients, and potential in everyone. He taught me and many others heaps ……… about life, about running a strong, professional business and the power of positive thinking.
“His life was tragically too short, but he left a huge stamp on those who knew him, and the industry. We’ll miss you Macca. Our hearts go out to Ronda, Matthew, Justy and all his loved ones.”
Here is a tribute from former partner Hugh Spencer:
Wayne McCarthy died last Sunday at the age of 68. In 1978 he (near left) and Doug Watson (far left), were the founding partners of McCarthy Watson Spencer.
They opened the agency with no clients but by the time McWasp sold to the Clemenger Group in the late 90’s, it had become the second largest Australian-owned agency.
Within the first month they created a highly visible campaign for City Ford that attracted a rush of new business prospects Soon they were creating extraordinarily effective work for Simons Carpets, Rheem, plus the ground-breaking Oral B’ ‘Rob the Dentist’ campaign that went worldwide. They subsequently gained the Katies, Advance Bank, Kmart, Wattyl, Sterling Pharmaceuticals, and Hyundai accounts.
Wayne started his advertising career in Sydney in the early 60’s with James Green & Associates. He became one of the first young Australians to work in Asia when he took a four year posting to Bangkok with Cathay Advertising. It was in Bangkok he formed a lifelong friendship with myself, who joined Wayne and Doug in 1980. From Bangkok Wayne moved to Singapore with O&M then to Indonesia as General Manager.
He returned to Sydney in the mid 70’s with O&M and was headhunted as MD of Campbell Ewald where he appointed a young Doug Watson as Creative Director.
Wayne’s greatest ability was to take seemingly complex communications issues and make them simple, clear and positive.
And to Wayne nothing was ever a problem, just an opportunity to be resolved with energy and good humour – probably by tomorrow morning at the latest.
He insisted on advertising being measurably effective – and established partnerships between McWasp and Agencies around the world.
He was an excellent sportsman, having won the Mens Waterskiing Championship in Bangkok, accumulated over a million vertical feet heli skiing, completed the 90k Comrades Marathon in 1994, run countless Marathons around the world plus completed numerous Triathlons and two Ironman events. He was also a charter member of the lunchtime runners club, a group of Admen who for no particular reason used to run from North Sydney to Mosman Rowers a couple of times a week. He participated in various outback car rallies, went on Motorbike safaris all over Australia and was a skilled windsurfer.
And throughout it all he laughed easily, loved his family, was endlessly energetic and seemed to know just about everyone.
Wayne is survived by Ronda, his wife of 44 years and Matt and Justine and their families
All of us who knew him, loved him. He was a good man and a good friend.
30 Comments
We’ve just lost the world’s most utterly practical genius. Thank you Macca for making so much make sense.
How very sad. I worked for Wayne and McWasp for many years.
It was a happy agency, always striving to be better.
Wayne was always encouraging, nothing was a problem, fun, and had an uncanny ability to drive you mad as a creative whilst still making you laugh your head off.
Condolences to his family – the industry has lost a great contributor.
Memories of wonderful scary days when you guys had your agency on the floor above us in Miller Street. Thanks for the accounts passed on (because they weren’t 100% TV). I still have blisters from our last run. Miss you, Mate. Searly.
For those of you who never had the pleasure of meeting Wayne, take a minute and to look at his photo above. The smile, the twinkle in the eyes, the cheekiness, the alertness, the intelligence. That was the Wayne we all loved. That is the Wayne we’ll all miss. Sincere condolences to his family and friends.
I worked with Wayne and he was always a treat, a gentleman with a gentle sense of humor and fun, a true bright spark that will be missed I am sure he is accompanied by lots of love
What a generous, lively, positive person. Always willing to listen and give a positive comment on whatever the situation. He’ll be up there organising St Peter’s Gate to run smoothly.
Admiration to Wayne forever, and sympathy and pride to all his family and close friends.
Very sad to learn of Wayne`s passing.
It was a brief chapter in my working life,but one which stays me.
Wayne was a remarkable guy, genuinly decent with good values ,
and a good sense of humour.
My sympathy goes out to family and friends.
Oh no, that’s such bad news.
We had lots of fun with Wayne over the years – always an up side to everything, always a kind word to help you along, always another way to approach a problem.
A true gentleman with an amazing zest for life.
Farewell good man, and thank you for all you added to my and many lives.
Even at the end Wayne was a teacher and a leader. A sad but heroic exit for a consummately professional and caring man. He was my first boss at Ogilvy and Mather all those years ago. I find it hard to believe that we only worked together for three years given how much he taught me and the huge impact he had on my life. As Patsy says, we have lost a truly great, honest Aussie bloke. My condolences to Ronda, Justy and Matthew.
I used to stand in the foyer at MacWasp in Walker Street North Sydney and pray I’d work there some day! Unfortunately I never did, but what an agency, what an ad man.
We lose yet another icon and character of the business – You have left us with some amazing memories Mr McCarthy, and some very big shoes to fill!
One of the guys who made good things happen.
My sympathies to his family, many friends and old colleagues.
What a great man Wayne was. When we merged OMON with McWasp he was an inspiration to us all.
He will be missed.
Sometimes the loss of just one person makes the entire world a lonelier place.
That’s how losing McCarthy, and far too early, must be for all his friends right now, and especially his wonderful family who he was so devoted to and so proud of.
Patsy Peacock asked me this morning what Wayne meant to me and how I had met him.
When I was the number 15 trainee copywriter at Grace Bros in their old Broadway store, writing linoleum-tile ads, Wayne got me to paste all the ones I thought were good and put them in a big book to take and show the big name agencies over in North Sydney and even told me what to say and wear to the interviews.
He even gave me the keys to his new MGB to drive to the interviews so I didn’t look as desperate as I obviously was working for 13 pounds two & six a week before decimal currency.
He called incessantly after each interview to see how I went, kept pushing me to call and call to keep asking for whatever job they had, until one day Frank Grace at Jackson Wain (Leo Burnett) relented and gave me a tryout.
Wayne never stopped this care and concern, through all my time in advertising through every stage, every stop I made and in that time our friendship never wavered and his voice I can still hear, the crackle of his enthusiasm buoyed me through every setback and toasted every success as well.
They don’t make a McCarthy every day. He was a true original.
If you say prayers, remember to say goodbye to him and also, to give thanks to Ronda, Matt and Justine who fought so hard for him through his personal battle these past months.
And Wayne, if you’re reading this, thanks for all the memories mate, and the keys to the MGB.
Wayne was a kind and decent man, with integrity.
The world is a lesser place.
A true and gracious gentleman. It was an honor to share part of his life and to be of service.
All our prayers to Ronda, Matt and Justine, Mardi, Ayrs, Remy and Bailey.
I worked for James Green Advertising in the mid-sixties. Yes, it is a long time ago. The Agency was in a poky little office on the first floor of Cowell’s White House, near Nock & Kirbys.
Wayne was working there as an account exec, I can’t remember which accounts he worked on but I can remember Clive Howarth looking after Surf, Dive & Ski and Leicester Warburton handling the Lovable Bras account.
Even then, Wayne was a young man in a hurry. Always surrounded by a buzz. He was obviously going places. And he intended going there with the prettiest girl in the office, Ronda.
Ken and I lost contact with Wayne and Ronda over the years, these things happen. However, we are so sad to learn of his passing.
May he rest in peace.
A truly lovely guy. We’ll miss you Wayne.
He never stopped smiling. A truly gracious man. Bless you, Wayne.
More than a decade ago, when I was a fresh-faced wanabee at Clems, Sydney, I waded into a sea of internal politics that was getting Glummer and Glummer. In adjoining rooms, Wayne, Phil and a few others, were part of the ‘oldies’ that were the cornerstone of how things should be done in a environment that truly underlined the mad in Mad Men. And, even though I’ve moved on to far better things, I’ve been reflecting this past day about that particular vibe and how, through all that, Wayne seemed such a decent bloke at that. Indeed, a few other folk here have mentioned the word ‘decent.’ I realise that when someone’s time is at hand, they are usually inundated with impressive adjectives. However, in my experience of the man, Decent seems such a fitting eternal acknowledgment to someone that is certainly worthy of remembering.
Wayne you have left me with so many good memories and lessons – thank-you.
My sympathy to your family and close friends, you have left a big impression on so many people. Farewell mate.
Wayne McCarthy, my mate and the mate of many others died last weekend.
He had many friends, simply because he was a man who took friendship seriously. He was generous, intelligent, interested, multi-talented, very competent and enjoyable company, whether bashing through the bush, holidaying, or enjoying a glass or three.
He was utterly reliable; he did what he said he would do, without exception.
He will be much missed by the people fortunate enough to have had him as a friend.
The advertising industry has lost a true gentleman. Wayne, you will be missed.
My sympathies to your family and loved ones.
I keep remembering Macca’s opening lines to me every time he snuck around the corner into my office:
“Hey Kerro, I’ve got an idea that could work. Why don’t we try …..” (inevitable simple and brilliant solution)
The ideas almost always worked, were always practical solutions, were always in the client’s best interests, and always improved everyone’s lot..
Great guy, great mind, great value, great sense of fair play and care, and great loss.
Cheers mate
Met Wayne in Singapore in 1970 where we both worked for SH Benson [ later to become O & M ]. He became a great friend and a mentor to me especially when i set up Bennett Research in !975 . Learnt great organizational skills , postive thinking, strategic planning , from the ‘master ‘ . Together we skiied , rode motorbikes , did car rallys , shared a weekender on Scotland island , about 4 boats [incl Clover ] , learnt to hanglide and travelled the world. Luckily he never got me into marathons !
Wayne , you will be greatly missed by the many people who had the pleasure of sharing their lives with you and gaining from your great approach to life
Our deepest sypathies to Rondy , Matt , Justine and their families
What great friends you all were. Thank you so much for your wonderful words about Wayne. I just wish he could have read them too. He valued friendships enormously and I can see that he will be greatly missed by so many.
Matthew, Justine and I can’t quite visualise life without him and we will miss him so much.
Hope your listening Wayne!
What an amazing mentor & role model you are. I couldn’t have asked for a better Father-in-Law. Truly inspirational, understanding, fun and affectionate in your own way.
I saw this right from the first day I met you with your enthusiastic questioning of the Armenian history and also of my family background that led us to Australia from France and Madagascar, to the wonderful & relentless bonding times at Riverbend and fun travels to Lord Howe Island and most recently Fiji.
In my first year of knowing you, I heard of your disciplined & relentless training each morning at the crack of dawn, I saw you complete an Iron man triathlon at Foster, I heard the trials and tribulations of your recent biking safari, a wine marathon in the South of France, the six foot track run from Katoomba to Jenolan Caves, and your riding in the Adelaide Hills. I affectionately nicknamed you “Sergeant Wayne” (later adapted to Farmer Wayne by Justine) as you confidently executed your secret missions on the farm at the crack of dawn with military precision wearing your navy blue or khaki work gear. I would surface many hours later post 0900 hours and I would cry out “at ease troops!” . (I think I can hear you crying it out now).
I will miss your confident walk, your cheeky laugh (which you allowed me to imitate as you reciprocated by continuing for a few more times), your assertive and enthusiastic answering the phone “Wwwaaayyyne McCarthy!”.( what a voice), I will miss your persistent pouring of the wine glass (always the perfect host). I will miss doing fun stuff on the farm with you, and putting together some graphs to demonstrate market position or the success of advertising campaigns. I will miss your guidance and hearing your pragmatic views on the world and events, as I would try to offer mine.
Most of all I will miss your company……
Thanks for everything you have done for us and the relentless support you have given to Justine & I to adopt our child from Colombia…
if your still listening…….? His name is Miguel.
I knew and admired Wayne (Doctor McCarthy). I enjoyed having a business with almost two life times ago. He patiently taught me many things. I suppose the most important was to dare to dream, and then to follow your dreams no matter what. He called it practical passion.
He uses to say we’re a highly creative agency Mike, I would say back, bullshit, you’ve 27 suits and 4 creative. He would counter that’s makes us better then the rest. We understand our client’s needs. “Always call your clients at lunch time, it shows you’re hard working” and I think his favorite was, “ never be afraid to charge a fair price for what you do, If you don’t people wont respect hat your saying”. And most importantly when you believe passionately in something “it’s time to put your cock on the block”.
A great teacher, a great mentor, and will be a much-missed friend.
Always the glass half full guy.
Cheers Wayne. Not many like you in this business.
I have only just learnt of Wayne’s passing. Such sad, sad news. Wayne McCarthy was an extraordinary person. There will never be anyone else like him in my lifetime.
I hadn’t seen Wayne for a very long time but we spoke on the phone often. Some times he would ring me when he was on his way to the farm and talk about his alpacas and how much he loved Oberon. He was a man who had time for everybody but most especially his beloved Rhonda, Matt and Justine.
When I found out I had renal failure he told me if I wanted him to be tested to give me a kidney just let him know. It was an extraordinary offer but he made it sound like he made those offers every day. The last time I was to see Wayne was on his 60th birthday. If I remember rightly it was at Highgate. My mother passed away that day so I never made it and I didn’t call until the following week to explain why I hadn’t come. When I told him, he said he wished I had told him so he could have come to see me. That’s why I didn’t tell him because he would have come to see me and that would have tainted his happy day. But all his friends were more important to him than an event. It was those friends who made the event for him and he loved each and every one of them. Wayne took a personal interest in everyone’s lives.
I am kicking myself that I did not keep in contact over the past few years. My health with dialysis has been an issue for me and I always felt I wanted to be at my best when I saw Wayne. Positive, happy and full of beans. The whole time he had his own battle and I was none the wiser.
Sending all my love to Rhonda, Matt and Justine. Wayne was a hero to so many people in so many ways and he was not even aware of the effect he had on people’s lives. He just did what came naturally to him and that was been an all round beaut bloke.
I will see you soon Macca. I will be up there bending your ear in no time.
Just what you wanted to hear!! xx
Wayne McCarthy was my grandpa. I loved home. Rest In Peace in heaven. R.I.P Gramps