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| {{Short description|Australasian advertising agency}}{{more citations needed|date=July 2014}} | |||
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{{Use dmy dates|date=September 2020}} | ||
| {{Use Australian English|date=June 2011}} | {{Use Australian English|date=June 2011}} | ||
| {{Infobox company | |||
| {{Orphan|date=April 2010}} | |||
| | name = Y&R ANZ | |||
| ⚫ | '''George Patterson Y&R''' |
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| | type = ] | |||
| George Patterson Y&R Misplaced Pages | |||
| | location = Level 15, 35 Clarence St <br>] | |||
| | industry = ] | |||
| | homepage = | |||
| | parent = ] | |||
| }} | |||
| ⚫ | '''Y&R ANZ''' (formerly known as '''George Patterson Y&R''') is an Australasian advertising agency. The agency was formed in 2005 when the international advertising holding conglomerate ] acquired the Australian marketing communications company, The Communications Group (TCG). | ||
| ==History== | ==History== | ||
| The George Patterson agency was founded on 1 November 1934. ] had started his advertising career at the age of 18 in 1908. He left McPherson's in 1913 and took on the job of advertising manager at a magazine in New York, before returning to Australia at the outbreak of war in 1914. In 1919, he started his first agency in a partnership with Norman Catts and Catts-Patterson became Australia's largest agency.{{citation needed|date=August 2014}} | |||
| The advertising agency George Patterson was founded on November 11, 1934. | |||
| One of the agency's early clients was Palmolive. In 1921, George Patterson offered to launch the brand in Australia.{{citation needed|date=March 2018}} | |||
| The progeny of a comedian and an actress, the young George Patterson (http://en.wikipedia.org/George_Patterson_(advertiser) had the distinction of becoming the country’s youngest advertising manager at McPherson’s engineering company at age 19. Moving from Melbourne to Sydney he teamed up with Norman Catts to serve with foundation client, Colgate-Palmolive (http://en.wikipedia.org/Colgate-Palmolive). After an acrimonious split with his partner, Patterson took over Griffin Shave Advertising and the legend was born. | |||
| The agency represented the Australian Defence Force for 13 years before they lost their contract with them in 2013 to competitors ].<ref>{{cite web |url=https://mumbrella.com.au/defence-force-moves-havas-george-patterson-yr-194658 |title=Defence Force moves to Havas from George Patterson Y&R |last=Hayes |first=Alex |date=5 December 2013 |work=] |archive-url=https://archive.today/20180219010101/https://mumbrella.com.au/defence-force-moves-havas-george-patterson-yr-194658 |archive-date=19 February 2018 |url-status=live |access-date=6 March 2018}}</ref> | |||
| Apart from being a shrewd and visionary businessman, Patterson also presided over trailblazing events in Australian advertising: creating the first full page, full colour ad in the Australian Women Weekly (http://en.wikipedia.org/Australian_Women%27s_Weekly) in 1936; establishing the Colgate Palmolive radio production unit whose stars, Roy Rene (http://en.wikipedia.org/Roy_Rene), Jack Davey (http://en.wikipedia.org/Jack_Davey) and Bob Dyer (http://en.wikipedia.org/Bob_Dyer) (went on to become legends in the entertainment business, and launching the Holden (http://www.holden.com.au/home) in 1948. | |||
| In 2017, George Patterson Y&R (GPY&R) was rebranded to Y&R ANZ. | |||
| In 1952 he handed over control of the agency to his son-in-law, Bill Farnsworth. Patts was then the biggest agency in the country with a client roster that boasted leading marketers of its time – Colgate Palmolive, Gillette, Holden, Peek Frean, Kiwi, Ford and Dunlop. Its clients’ sales exceeded 300 million pounds a year. | |||
| ==Mergers and acquisitions== | |||
| Farnsworth was a stickler for protocol and doing the right thing. He campaigned strongly against unpaid speculative submissions to prospective clients, fought government regulation and was a key player in addressing problems faced by the industry. | |||
| ⚫ | TCG's primary advertising asset was the George Patterson agency which had dominated the Australian advertising market throughout the 2nd half of the 20th century. Known as "Patts" in the industry, the business had been ''George Patterson Advertising'' from its formation in 1934 when George Patterson demerged the Sydney and Melbourne business he had started in 1918 from Catts-Patterson; ''George Patterson Bates'' from the 1990s, when the agency's long-standing Asian affiliation with ] was formalised with an acquisition by Bates, then one of the two worldwide network holdings of ]; and ''George Patterson Partners'' at the time of the WPP acquisition, having been primed for sale under that name by the TCG management-buyout group since 2003. | ||
| ⚫ | WPP merged the Australian offices of its worldwide ] brand with George Patterson.<ref>{{cite web|url=http://www.bandt.com.au/articles/65/0C036165.asp |title=WPP Announces What Everyone Already Knew |author=Ryan, Rosemary |date=27 October 2005 |work=bandt.com.au |access-date=20 May 2011 }}{{dead link|date=January 2017 |bot=InternetArchiveBot |fix-attempted=yes }}</ref> WPP had acquired the worldwide Young & Rubicam brand in 2000. | ||
| Keith Cousins (http://www.yaffa.com.au/adnewsAOTY/hof/hof_cousins.html) presided over the agency’s greatest period of growth. The former office boy took over as general manager of the agency in 1958 with billings of $7.5 million. When he stepped down from the Chair in 1983 Patts, was a $200 million shop. Cousins forged alliances with the biggest brands in the country and was a staunch defender of the business against government interference, famously taking on the Trade Practices Commission (http://en.wikipedia.org/Australian_Trade_Practices_Commission) with client Colgate Palmolive in a landmark case that recognised advertising as a legitimate cost of manufacturing. | |||
| Keith’s stepbrother and successor, Geoffrey Cousins (http://www.intelligencesquared.com/people/c/geoffrey-cousins) shocked the industry by purchasing a stake in creative hotshop, The Campaign Palace (http://www.thecampaignpalace.com/) . The move was described by agency rival, Phillip Adams (http://en.wikipedia.org/Phillip_Adams) , at the time as “tantamount to the Vatican buying equity in the Hare Krishna”. | |||
| At age 50 Geoffrey handed over the reins to Alex Hamill (http://www.communicationscouncil.org.au/public/content/ViewCategory.aspx?id=681) in 1992. | |||
| The Hamill - Fawcett era saw fundamental changes in the way Patts did business. | |||
| The agency relinquished longstanding clients AMP (http://en.wikipedia.org/AMP_Limited) and St George (http://en.wikipedia.org/St.George_Bank) to take on the National Australia bank (http://en.wikipedia.org/National_Australia_Bank) business, following not long after by swapping a chunk of Telstra (http://en.wikipedia.org/Telstra) to launch new market entrant Optus (http://en.wikipedia.org/Optus) . | |||
| Patts profits, profile and confidence soared. In 1999 B&T Magazine (http://www.bandt.com.au/) named George Patterson Bates as its Agency of The Century. | |||
| In 2011 George Patterson Y&R Melbourne was named Adnews Agency of the Year (http://www.yaffa.com.au/adnewsAOTY/index.html) | |||
| ==Merged businesses== | |||
| ⚫ | TCG's primary advertising asset was the George Patterson agency which had dominated the Australian advertising market throughout the 2nd half of the 20th century. Known as "Patts" in the industry, the business had been ''George Patterson Advertising'' from its formation in 1934 when |
||
| ⚫ | WPP merged the Australian offices of its worldwide ] brand with George Patterson.<ref>{{cite web |
||
| ==Leadership== | |||
| George Patterson Y&R offices operated with a system of local office CEOs for Sydney, Melbourne, Brisbane & Auckland until June 2009 when Russel Howcroft was appointed national CEO. Howcroft is known to Australian television audiences for his regular appearances on ]. | |||
| In mid-2010 Howcroft was promoted to CEO Y&R Brands Aust & NZ giving him a responsibility including some other Australasian WPP owned businesses. | |||
| ==Accolades== | |||
| * ] 2012 Australian Agency of the Year<ref>{{cite web|url=http://lbbonline.com/news/gpyr-shines-at-cannes-2012/|title=GPY&R Shines At Cannes 2012 - LBBOnline|url-status=live|archive-url=https://web.archive.org/web/20140811082907/http://lbbonline.com/news/gpyr-shines-at-cannes-2012/|archive-date=11 August 2014}}</ref> | |||
| * World's Top Ten Agencies, Gunn Report 2013{{citation needed|date=August 2014}} | |||
| *] 2019 Outdoor of the Year (Gold and Silver Lion)<ref>{{Cite web|title=ANZ's 'Signs of love' wins gold in Outdoor {{!}} Advertising|url=https://www.campaignasia.com/article/anzs-signs-of-love-wins-gold-in-outdoor/452487|access-date=2021-07-14|website=Campaign Asia}}</ref> | |||
| ==Australian Defence Force contract== | |||
| The agency attracted controversy in May 2011 after it won a contract to "clean up" the ] of the ] (ADF) as some of the social media posts by GPYR were sexually or politically controversial. This included then CEO, Russel Howcroft's Facebook page which showed him to be a member of the "] Ass Appreciation Society".<ref>{{Cite web|url=https://mumbrella.com.au/gpyr-staff-become-the-story-after-newspaper-links-online-comments-to-skype-sex-scandal-46994|title=GPY&R staff become the story after newspaper links online comments to Skype sex scandal|last=Burrowes|first=Tim|date=2011-05-20|website=Mumbrella|access-date=2020-04-24}}</ref><ref name=":0" /> A spokesperson for George Patterson Y&R stated: "We do not believe that this material is in any way relevant to an assessment of the nature or quality of the professional services that GPY&R provides."<ref name=":0">{{cite web |url=http://www.adelaidenow.com.au/defence-review-teams-sex-controversy/story-e6frea6u-1226059991128 |title=Defence review team's sex controversy |last=McPhedran |first=Ian |author-link=Ian McPhedran |date=21 May 2011 |work=] |archive-url=https://web.archive.org/web/20120821053114/http://www.adelaidenow.com.au/defence-review-teams-sex-controversy/story-e6frea6u-1226059991128 |archive-date=21 August 2012 |url-status=live }} {{cite web |url=http://www.heraldsun.com.au/news/national/defence-review-teams-sex-controversy/story-e6frf7l6-1226060003731 |title=Defence review team's sex controversy |author=McPhedran, Ian |date=21 May 2011 |work=] |archive-url=https://archive.today/20180219004644/http://www.heraldsun.com.au/archive/news/defence-review-teams-sex-controversy/news-story/7747a1af6dfdfc594dc12b0027e3dd38 |archive-date=19 February 2018 |url-status=live |access-date=19 February 2018}} {{cite web |url=http://www.dailytelegraph.com.au/news/national/defence-review-teams-sex-controversy/story-e6freuzr-1226060003731 |title=Defence review team's sex controversy |author=McPhedran, Ian |date=21 May 2011 |work=] |archive-url=https://archive.today/20180219004721/https://www.dailytelegraph.com.au/news/national/defence-review-teams-sex-controversy/news-story/7747a1af6dfdfc594dc12b0027e3dd38 |archive-date=19 February 2018 |url-status=live |access-date=19 February 2018}} {{cite web |url=http://www.perthnow.com.au/news/defence-review-teams-sex-controversy/story-e6frg12c-1226060040150 |title=Defence review team's sex controversy |author=McPhedran, Ian |date=21 May 2011 |work=] |archive-url=https://archive.today/20180219004628/https://www.perthnow.com.au/news/defence-review-teams-sex-controversy-ng-a7f28d8a3d70b593f426a20a606b055c |archive-date=19 February 2018 |url-status=live |access-date=19 February 2018}}</ref> Earlier that month, the ADF "side-stepped" allegations that they had a conflict of interest in awarding the contract to George Patterson Y&R.<ref>{{cite web |url=https://www.crikey.com.au/2011/05/10/no-conflict-over-defence-force-social-media-probe/ |title='No conflict' over Defence Force social media probe |last=Cook |first=Andrew |date=10 May 2011 |work=] |archive-url=https://archive.today/20180219010417/https://www.crikey.com.au/2011/05/10/no-conflict-over-defence-force-social-media-probe/ |archive-date=19 February 2018 |url-status=live |access-date=19 February 2018}}</ref> | |||
| ==References== | ==References== | ||
| <!--- See ] on how to create references using |
<!--- See ] on how to create references using tags which will then appear here automatically --> | ||
| {{Reflist}} | {{Reflist}} | ||
| ==External links== | ==External links== | ||
| * | * | ||
| {{Authority control}} | |||
| <!--- Categories ---> | |||
| {{DEFAULTSORT:George Patterson YandR}} | |||
| ] | ] | ||
Latest revision as of 19:17, 10 July 2023
Australasian advertising agency | This article needs additional citations for verification. Please help improve this article by adding citations to reliable sources. Unsourced material may be challenged and removed. Find sources: "Y&R ANZ" – news · newspapers · books · scholar · JSTOR (July 2014) (Learn how and when to remove this message) |
| Company type | Subsidiary |
|---|---|
| Industry | Integrated Marketing Communications |
| Headquarters | Level 15, 35 Clarence St Sydney |
| Parent | WPP plc |
| Website | www.yranz.com |
Y&R ANZ (formerly known as George Patterson Y&R) is an Australasian advertising agency. The agency was formed in 2005 when the international advertising holding conglomerate WPP Group acquired the Australian marketing communications company, The Communications Group (TCG).
History
The George Patterson agency was founded on 1 November 1934. George Patterson had started his advertising career at the age of 18 in 1908. He left McPherson's in 1913 and took on the job of advertising manager at a magazine in New York, before returning to Australia at the outbreak of war in 1914. In 1919, he started his first agency in a partnership with Norman Catts and Catts-Patterson became Australia's largest agency.
One of the agency's early clients was Palmolive. In 1921, George Patterson offered to launch the brand in Australia.
The agency represented the Australian Defence Force for 13 years before they lost their contract with them in 2013 to competitors Havas.
In 2017, George Patterson Y&R (GPY&R) was rebranded to Y&R ANZ.
Mergers and acquisitions
TCG's primary advertising asset was the George Patterson agency which had dominated the Australian advertising market throughout the 2nd half of the 20th century. Known as "Patts" in the industry, the business had been George Patterson Advertising from its formation in 1934 when George Patterson demerged the Sydney and Melbourne business he had started in 1918 from Catts-Patterson; George Patterson Bates from the 1990s, when the agency's long-standing Asian affiliation with Bates Worldwide was formalised with an acquisition by Bates, then one of the two worldwide network holdings of Saatchi & Saatchi PLC; and George Patterson Partners at the time of the WPP acquisition, having been primed for sale under that name by the TCG management-buyout group since 2003.
WPP merged the Australian offices of its worldwide Young & Rubicam brand with George Patterson. WPP had acquired the worldwide Young & Rubicam brand in 2000.
Accolades
- Cannes Lions 2012 Australian Agency of the Year
- World's Top Ten Agencies, Gunn Report 2013
- Cannes Lions 2019 Outdoor of the Year (Gold and Silver Lion)
Australian Defence Force contract
The agency attracted controversy in May 2011 after it won a contract to "clean up" the social media policy of the Australian Defence Force (ADF) as some of the social media posts by GPYR were sexually or politically controversial. This included then CEO, Russel Howcroft's Facebook page which showed him to be a member of the "Pippa Middleton Ass Appreciation Society". A spokesperson for George Patterson Y&R stated: "We do not believe that this material is in any way relevant to an assessment of the nature or quality of the professional services that GPY&R provides." Earlier that month, the ADF "side-stepped" allegations that they had a conflict of interest in awarding the contract to George Patterson Y&R.
References
- Hayes, Alex (5 December 2013). "Defence Force moves to Havas from George Patterson Y&R". Mumbrella. Archived from the original on 19 February 2018. Retrieved 6 March 2018.
- Ryan, Rosemary (27 October 2005). "WPP Announces What Everyone Already Knew". bandt.com.au. Retrieved 20 May 2011.
- "GPY&R Shines At Cannes 2012 - LBBOnline". Archived from the original on 11 August 2014.
- "ANZ's 'Signs of love' wins gold in Outdoor | Advertising". Campaign Asia. Retrieved 14 July 2021.
- Burrowes, Tim (20 May 2011). "GPY&R staff become the story after newspaper links online comments to Skype sex scandal". Mumbrella. Retrieved 24 April 2020.
- ^ McPhedran, Ian (21 May 2011). "Defence review team's sex controversy". The Advertiser. Archived from the original on 21 August 2012. McPhedran, Ian (21 May 2011). "Defence review team's sex controversy". Herald Sun. Archived from the original on 19 February 2018. Retrieved 19 February 2018. McPhedran, Ian (21 May 2011). "Defence review team's sex controversy". The Daily Telegraph. Archived from the original on 19 February 2018. Retrieved 19 February 2018. McPhedran, Ian (21 May 2011). "Defence review team's sex controversy". Perth Now. Archived from the original on 19 February 2018. Retrieved 19 February 2018.
- Cook, Andrew (10 May 2011). "'No conflict' over Defence Force social media probe". Crikey. Archived from the original on 19 February 2018. Retrieved 19 February 2018.