GPY&R Melbourne: Mumbrella Creative Agency Review – a revamped office and working model is paying off

The newly published Mumbrella Creative Agency Review examines Australia’s top 30 ad agencies. Today Robin Hicks examines how GPY&R Melbourne has fared over the last 12 months.

In a converted department store on Collins Street, change is afoot. Though there is little suggestion that former glories are about to be dramatically resurrected at Patts Melbourne, the agency has been quietly establishing itself as one of Australia’s best agencies by bringing itself up to date.

An influx of digital talent and the re-engineering of the production team around digital content creation are key changes that are paying off. Reconstructing the agency building to improve the working environment has helped too. Now only the biggest of digital projects are outsourced, and the agency has the staff to service the 5000-page website of its largest client, Defence Force Australia – an account it successfully defended and built on by winning the digital account.

Campaigns for AFL and Picnic are further evidence of an agency finding digital outlets for its ideas. There is excited talk about having gaming psychologists on staff and having a
media agency, Maxus, in the building adds another dimension to the agency’s planning capability. Small things are said to be having a big effect too – like placing the printer in the middle of the production floor, so that no one can hide their work.