Emperor's New Clothes?

Does Australia really need another agency?

Yes. If they're going to be doing something new, amazing and never been done before.

No. If they use cliches like this:

“We are a new type of agency that goes beyond the world of advertising’s traditional media planning and buying dictate which is too often stuck in the old paradigm."

And how does a "new type of agency" announce their arrival down under?

Pavement stencils!

Kinda interesting me thinks. But not when they are supported by a rationale like this:

"Our targeted stencils go some way to support this point by challenging the accepted norms of targeting broad audiences “P25-54″ (all people aged 25-54) and the obsession of accountability by percentages such as 48.76% 2+ reach etc."

Far be it from little old me to tell a global media agency how to go about their business, but perhaps they might want to get a copywriter to look at their PR releases.

After all you can't be a "new type of agency" when you're peddling the same old corporate speak as everyone else.