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?
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.