‘When it all comes together, we can do amazing things’: Matt Michael on leading Droga5 ANZ after The Monkeys merger

Posted on 2 December 2024

Droga 5 x The Monkeys - Matt Michael - 1

The CEO of Droga5 Australia and New Zealand spoke to Mediaweek about why the merger made sense, The Monkeys’ ‘phenomenal year’ and ‘big ambitions’ for 2025.

The Monkeys begins a new chapter as it officially merges with the Droga5 brand to become Droga5 Australia and New Zealand, part of Accenture Song.

Leading the new outfit is Matt Michael, managing director of The Monkeys, who will assume the role of CEO for Droga5 in Australia and New Zealand (ANZ) following the recent departure of Mark Green.

Green, co-founder and CEO of The Monkeys and lead of Accenture Song – Australia and New Zealand, relocated to New York City in October to take on the role of global CEO of Droga5 starting in October 2024.

Michael spoke to Mediaweek about the alignment between The Monkeys and Droga5, the agency’s combined message to the market and the outlook for 2025.

‘It made sense to come together’

“The Monkeys and Droga5 have sat alongside each other within Accenture Song since our acquisition back in 2017. Increasingly, we’ve had opportunities to bring our teams together to work on assignments for clients within the global Song network, and we’ve really enjoyed that interaction.

“Our values, ambitions and approach are so closely aligned it made sense to come together under one banner. The cross-pollination of ideas and ability to access global knowledge and teams has been well-received by our clients too.”

For clients, it’s “business as usual”. Michael said: “trying to make the biggest dent in the universe with creative thinking at the core, except now with the added benefit of global access and a superb talent pool to draw from.”

For their people, the change gives them a bigger stage and more opportunities. “There is a strong DNA match between our two agency cultures so we anticipate the transition to the Droga5 brand should be a smooth one,” he added.

‘The award wins along the way are the icing on the cake’

Michael called The Monkeys’ 2024 “a standout year” with a slew of successful work with campaigns and clients.

“On all measures, we’ve had a phenomenal year, particularly forming new relationships with clients like NRMA Insurance and Tourism Australia, both of which benefited from the global Droga5 network.

“The award wins along the way are the icing on the cake, so we’re grateful for that, but it’s the work our people get to create, the impact in the market and the client relationships we build that matter the most.”

Among the accolades this year include the Cannes Lions Grand Prix for the Sydney Opera House campaign, Play it Safe, and Agency Network of the Year at 45th AWARD Awards. Un 2023, it took home the Titanium Grand Prix for ‘The First Digital Nations’ for the Government of Tuvalu.

‘We’re all energised by the change’

Looking ahead, Michael said the agency has “big ambitions and want to keep the momentum we have going with some incredible work in the pipeline.”

“So, it’s not looking like there will be much rest! I’m looking forward to seeing how we can bring a more holistic approach to impact through our end to end offering at Accenture Song in ANZ via the newly integrated Lumery and media teams as well – they’re already making a terrific impact.

“We have incredible talent in our business and when it all comes together we can do amazing things. So, I think we’re all energised by the change to Droga5 and excited to take the work and impact we make to new heights in the next year,” he added.

The combined teams will, together, tap into Droga5’s global network, sharing best practices, collaborating on projects, and utilising the collective expertise of the entire Droga5 family. Droga5 ANZ will operate as part of Accenture Song, Accenture’s tech-powered creative group, leveraging the full spectrum of the consultancy’s capabilities, including data and AI, strategy, and technology consulting.

Tara Ford, CCO of Droga5 Australia and CCO Accenture Song APAC, said: “We are nothing without our talented people and amazing clients and the work is testament to that. I’m proud of how the team and the work has developed and evolved. Looking forward to the next chapter.

Tara Ford

Mark Green

Mark Green: ‘I am excited to lead the team into this new era’

Mark Green, The Monkeys co-founder and now Droga5 CEO, called the agency’s new era a “big moment and a very exciting opportunity for the team.”

“We have always wanted to make sure that our people feel like they can make the best work of their careers at The Monkeys. And this has been the case for many years. Now with the transition to Droga5 they can also have the confidence that their best work is also ahead of them. And, I am excited to lead the team into this new era,” he added.

Scott Nowell and Justin Drape co-founded The Monkeys alongside Green in 2006. In celebration of the work created, Nowell said: “I’m immensely proud of what The Monkeys have achieved and came to represent, but it was never the name that defined the place, it was the people. Those incredible people will now define what the next chapter looks like too.”

Drape added: “Some folks close to us argued that naming the agency Three Drunk Monkeys was an act of nihilistic lunacy… but we couldn’t expect clients to be brave and trust their instincts if we weren’t willing to trust our own.”