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Three agencies have merged to form Wag The Dog Agency, an outfit that claims to have combined billings of $20 million.
Digital agency Wag The Dog has partnered up with media agency MediaR and creative shop Advocate Advertising.
The resulting agency will boast a number of blue chip clients – such as Mercury Energy, Westfield, ASB and Les Mills International – and total 23 staff.
Wag The Dog was set up just over a year ago, in part by Tom Osborne, then commercial director at APN Online, and a former national sales director at Yahoo Xtra and business manager at OMD Digital.
The resulting agency WTDA is a full-service agency but wants to be known as channel-neutral, with a side of digital.
The agency wants to become the “Weta Workshop” of the ad industry: admired for creativity and effectiveness.
Director Andy Taylor believes the competition between traditional agencies and digital players for budget means a neutral solution is difficult.
“For too long, clients have received recommendations based on what’s in it for the agency – steep revenue from TV production – rather than true multimedia campaigns that are focused on accountability and results.”
Last year Wag The Dog set up the digital work for the launch of telco 2degrees.
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Three agencies merge to enjoy $20m spoils
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