In the first HOT List of 2023, Mediaweek contributing editor and MFA Hall of Famer Greg “Sparrow” Graham has started tracking the best-performing media and creative agencies.
The year starts with two debutants and some of the usual suspects.
Sizzling HOT
Media agency: Initiative
After a sizzling hot 2022, Initiative kicks off the year brilliantly with a big new business win for Sanitarium. Plus, they continue to attract some of the best talent in the marketplace. Their work goes from strength to strength with two of the top three Mediaweek’s Ad Placement of the month for January e.g., Winner NRMA Insurance & Highly Commended WA Tourism.
Initiative are the new Weet-Bix kids on the block
Creative Agency: The Monkeys
Again, a creative powerhouse that continues to win business (TabCorp) garner accolades and win awards for effectiveness. The Monkeys consistently create provocative ideas for some of Australia’s most respected brands … I loved the new work for MLA – Lamb UnAustralian for Australia Day and the bold new Secured by Telstra got my attention big time.
HOTTEST
Media Agency: This Is Flow
What a flying start to the new year winning Air Asia after a brilliant 2022. Plus, the recruitment of some of the top strategic talent in the industry with Catherine Rushton. Jimmy and his outstanding team just continue to keep the temperature high.
AirAsia ready for take off
Creative Agency: The Special Group
The consistency of the great work The Special Group produces continues to keep them on the hot list. The new strategic direction for Uber Eats locally made a splash and the US Superbowl ad was another cracker. Their blue-chip client list such as Bonds, Virgin Australia, Tourism NZ, Kathmandu etc. all value great creativity that drives business growth.
Jennifer Coolidge for Uber Eats in the Super Bowl ad
HOT
Media Agency: Ryvalmedia
Simmering along this hot indie had a brilliant start to the year winning Hisense Australia. It comes off the back of recent great hires and its impressive growth trajectory. Keep an eye out for them this year as they make the Hotlist for the first time.
Left and right: Ryvalmedia’s Simon Ryan and Joseph Pardillo
Creative Agency: Paper Moose
Another new entry is an agency that has been on my radar for a while. They produce some cut-through work for Wynstan with a Y, Nano digital home loans, Australian Ethical Super, etc. Plus, the new work for Felix Mobile that encourages Australians to become tree parents is clever.
Felix Mobile by Paper Moose
See also: Mediaweek HOT List December 2022: Sparrow’s year-end sizzle reel
See also: Sparrow’s 2022 Hot Lists
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Criteria for making the Mediaweek Hot Lists
• New business success
• Current client retention
• Momentum
• Industry acclaim and buzz