Mojo (advertising)

Mojo was an Australian advertising agency formed in Sydney by Alan Morris ("Mo") and Allan Johnston ("Jo") in 1979. Its lineage can today be directly traced to Publicis Mojo, an Australian subsidiary of the French multinational advertising and communications company holding Publicis Groupe.

Johnston, initially from Adelaide and Morris from Sydney teamed up in the mid 70s at Sydney agency Hertz Walpole. Johnston had been employed there since 1968 and Morris was freelancing. Johnston and Morris had immediate success together working on campaigns for Hertz Walpole clients Meadow Lea margarine ("You oughta be congratulated") and Tooheys beer ("How do you feel?") and they left the agency but continued to work on such clients as they grew their consultancy. In 1979 their creative consultancy became a full-service advertising agency and Meadow Lea and Tooheys amongst other clients, signed with the new shop.

During the 1980s, MoJo was the hottest creative agency in Sydney and Mo and Jo had success jointly authoring World Series Cricket's "C'Mon Aussie C'Mon" and later the Australian Tourism Commission's spot with Paul Hogan's instruction to put another "Shrimp on the barbie.

The MoJo approach to TV advertisements used a colloquial and irreverent style, often with a catchy jingle to simple accompaniment and frequently sung in Jo's own "gravelly" voice. Contrasting against the clipped and British-imitating style of voice presenters on Australian TV up till that point, Mojo ads highlighted Australian idiom and accent. Ads such as “I’m as Australian as Ampol”, “Hit ‘em with the Old Pea Beau” (insectide), “Everybody loves Speedo”, “I Can Feel a Fourex Coming on”, “Every Amco tells a Story” (for Amco jeans) all came out of the Mojo agency in the 1980s.

The firm merged with publicly listed Melbourne agency Monaghan Dayman Adams and became MojoMDA.^[1] The firm was named International Advertising Agency of the Year by Advertising Age in 1988.^[2]

Notable campaigns:

• Put another Shrimp on the barbie promoting travel to Australia for the Australian Tourism Commission ^[3]
• C'mon Aussie, C'mon promoting World Series Cricket for the Nine Network^[4]
• I feel like a Tooheys^[4]
• I Still Call Australia Home to promote Qantas^[5]
• You ought to be congratulated to promote Meadow Lea margarine - resulting from one of the few words word that rhymed with "polyunsaturated"^[5]

In 1989 MojoMDA Ltd was Australia's largest ad agency with billings of $180million and was acquired by the Los Angeles agency Chiat\Day. The merger was unsuccessful and in 1992 Chiat/Day sold off Mojo to Foote, Cone & Belding. ^[6] The Mojo lineage can be directly traced today to the Sydney and Melbourne agencies Publicis Mojo, Australian subsidiaries of the French multinational advertising and communications company holding Publicis Groupe.

Further reading

• Coombs, Ann "Adland : A True Story of Corporate Drama" (William Heinemann Australia, Melbourne 1990). ISBN 0855613408

Links

• World Series Cricket Ad C'mon Aussie C'mon

References

1. ^ Dougherty, Phillip H. (9 May 1988). "Mojo Office In New York Wins 2 Jobs". The New York Times. http://query.nytimes.com/gst/fullpage.html?res=940DE6D91E3DF93AA35756C0A96E948260. Retrieved 2007-12-22. 
2. ^ Alarcon, Camille (3 May 2007). "Yabber merges to form Big Red". B & T Magazine. http://www.bandt.com.au/news/46/0c04b446.asp. Retrieved 2007-02-22. 
3. ^ Baker, Bill; and Peggy Bendel. "Come and Say G’Day!". Travel Marketing Decisions (The Association of Travel Marketing Executives) (Summer 2005). http://www.atme.org/pubs/archives/77_1898_11926.cfm. Retrieved 2007-12-21. 
4. ^ ^{a b} Lee, Julian (28 October 2004). "Doing very nicely, thanks Jan". Sydney Morning Herald. http://www.smh.com.au/articles/2004/10/27/1098667826105.html. Retrieved 2007-12-22. 
5. ^ ^{a b} Hoare, Daniel (3 April 2007). "Tribute to an advertising legend". The World Today (Australian Broadcasting Corporation). http://www.abc.net.au/worldtoday/content/2007/s1888748.htm. Retrieved 2007-12-22. 
6. ^ Answers.com - TBWA/Chiat/Day - company history