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.
What?
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.
Seriously.
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?
THEY FUCKING CHANGED THEIR NAME!
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.