The Musings Of An Opinionated Sod [Help Me Grow!]

Bad Decisions Of Our Time …
May 9, 2012, 6:10 am
Filed under: Comment

There’s not a lot of agencies I fawn over.

There’s a lot of people, but not a lot of agencies.

However, one that I love is in Australia and they’re called Three Drunk Monkeys.

They’re inventive, bold, provocative, interesting and entertaining.

And they’re seriously successful – bringing their unique brand of creative energy to big brands as well as small.

They could be something very special indeed, but I’ve just heard they’ve done something that makes me think they are in danger of letting opportunity pass them by.


Well before I get to that, I should acknowledge that:

1. What I’ve heard is hear-say.

2. What they’ve done is their decision and quite frankly, has fuck all to do with me.

… however if what I’ve been told is true, then it’s that they agreed to change their name from ‘Three Drunk Monkeys’ to ‘The Monkeys’ because Diageo – the giant alcoholic beverage company – told them they couldn’t give their business to an agency that had the word ‘drunk’ in their name.


Despite the international brand liking the agency enough to want to work with them, they couldn’t get past the fact they had a word in their name they didn’t like so said, “change it or lose us”.

And what did the partners of the agency choose to do?


Instead of telling them to fuck off, this agency changed their name … their identity … their mischievous essence … all for a slice of alcohol business – how utterly, utterly depressing.

In all honesty, I am devastated.

As much as I think Diageo are cheeky bastards for even dare suggesting it, the fact ‘The Monkeys’ went ahead and did it undermines almost everything they supposedly represent and stand for.

Can you imagine if the agency wanted Diageo to change their name?

Do you think they’d of done that?

Of course not … and yet an agency that has stood for not compromising on the work has gone and compromised in the most blatant and obvious of ways.

OK, so at the end of the day, what’s more important is the work that goes out of the door rather than the name that appears above the door – but to go from something that had so much personality into something that is blander than bland is tragic, especially when [allegedly] the reason is to make a few more quid.

As I said, this is hear-say.

As I said, this is their own business.

But for an industry that is trying to have some credibility and validation, this gesture is another nail in our coffin.

What next? They change their name to ‘The Sunsilk Monkeys’ when Unilever come calling?

You can laugh, but they’ve done it once, whose to say they won’t do it again?

I hope I’m wrong.

I hope I’m wrong for their sake, the industries sake and – selfishly – my fandom’s sake.

And if I’m not, then I hope they got a truckload of cash, because nothing destroys credibility than a decision that highlight your principals are available for sale.

34 Comments so far
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schoolboy fucking error. no im wrong. money grabbing, cred destroying error.

Comment by andy@cynic

are my fucking eyes deceiving me, youre complimenting an agency?

fucking sellout.

Comment by andy@cynic

I know – I have no idea what has got into me.

Comment by Rob

too much diet fucking coke.

Comment by andy@cynic

I hadn’t heard of this agency but I’ve checked them out and they seem really interesting. I assume the reason they sold out is because they are planning on selling out and so this tactic gives them a financial boost now so they can get an even bigger financial boost when the inevitable multinational buys them.

Or they’re idiots.

Comment by Pete


Comment by DH

the worlds first conspiracy theory planner.

Comment by andy@cynic

actually the 3rd, i had to put up with a decade of that shit from campbell and auntie george.

Comment by andy@cynic

Rob & George made me this way.

Comment by Pete

as i fucking suspected. you should sue those fuckers for fucking up your life and livelihood.

Comment by andy@cynic

Thank you Andy.

Comment by Rob

it wasnt a fucking compliment you fuckwit.

Comment by andy@cynic

Actually if it’s true, they’re still idiots and saying “we’re laughing all the way to the bank” doesn’t cut it.

Good agency though.

Comment by Pete


Comment by DH

Wonder if Dan the man would change the name of his agency to wieden+starbucks if the money was right.

Comment by DH

it would never fucking happen dave.

starbucks wouldnt let their name be second on the bill.

on the bright side, more fucking financial bargaining power for him. quick get the “corporate monkeys” to help negotiate the deal.

Comment by andy@cynic

three drunk monkeys.
the monkeys.
the corporate monkeys.
the corporate toadies.
the fucking idiots.

Comment by andy@cynic

You’re pretty chuffed with that aren’t you.

Comment by Rob

always. some fucker has to be.

Comment by andy@cynic

Diageo? Jack Daniels maybe, but no taste Diageo?

Comment by Billy Whizz

stop trying to look fucking manly, you like fucking spritzers, we all fucking know it.

Comment by andy@cynic

At least I drink alcohol which is more than we can say for the host of this shit social club.

Comment by Billy Whizz

comparing yourself to campbell is the ultimate sign of desperfuckingration.

Comment by andy@cynic

So much for strategic thinking. They should have seen it coming when they started the agency. And the obvious solution of going with initials rather backfires. But frankly, who cares?

Comment by John

best fucking comment on here doddsy. well after all of mine. not your whole comment mind, just the last 2 words even if campbell is highlighting a company that would put their mums out for street walking duty just for a crack at the mcvities rich tea biscuit account.

Comment by andy@cynic

Fair point John, no one outside of adland cares. In fact it might make them even more attractive to business because they’ll now know there’s an agency in town who will literally do anything for them, as long as the price is right.

Comment by Pete

still on the macho steroids then pete.

Comment by andy@cynic

Fair point John, however it’s one of those things that – if true – represents at the very least, an emotional disappointment, let alone a commercial lack of spine.

But yes, it’s probably more emotional and personal than rational and corporate … bit like when we got disappointed when Opal Fruits were renamed Starbursts or Marathon became Snickers.

Or was that just me?

Comment by Rob

for once it wasnt just you campbell. the uk should have gone to fucking war with the yanks over that shit. fucking disgraceful and i havent had either of theses fucking things since it happened. well i have, but it sounds a fuckload better if i say i havent.

Comment by andy@cynic

I quite like The Sunsilk Monkeys, it’s got a certain weird primate-washing fetish quality to it.

Comment by Ian

Hey hey.

Comment by Chris

They could at least have gone halfway:

Three Tipsy Monkeys
Three Stone Cold Sober Monkeys
Three Funky Monkeys

I understand why Diageo asked them to do it, but I think it is an over-reaction.

Comment by Rob Mortimer (Not a fake Andy)

now theyre called the fucking monkeys does that mean i can pay them fucking peanuts?

im here all week. unfuckingfortunately.

Comment by andy@cynic

Even worse from Diageo here:

Disgusting. Absolutely disgusting behaviour.

Comment by Rob Mortimer (Not a fake Andy)

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