How treating culture as a serious business netted Hopeful Monsters a Drum Award [Video]

Winning Gold at The Drum Awards for Agency Business in the Response To Change or Business Transformation category is Hopeful Monsters. Here’s how, in its own words, it put culture at the very center of its business.

“Starting an agency is hard. Changing one from a broken traditional PR-led model is harder still, because there is something to lose.” – so said Carl Ratcliff, an ex-network agency chief executive.

In 2022 and 2023, the Australian advertising industry was changing rapidly. Creative agencies were building out credible earned offerings. Networks were collaborating more effectively. Budgets were pouring into performance media and away from PR. Smaller, independent PR agencies needed to adapt quickly.

Rather than being killed by the change, we chose to lead it, creating Hopeful Monsters: an independent, modern creative agency with bigger ambitions, a stronger brand, and a distinct vision to help mission-driven brands grow in unexpected ways. Our …

Tags Ad Campaign, Ad Strategy, Social Media Advertising