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Frank Goldberg set up Goldberg Advertising in New Zealand after World War I and expanded into Australia in 1927. He moved his headquarters to Sydney and set up a Melbourne office. He was widely referred to as a buccaneer but generally thought of as a pirate after the way he acquired new business. He was fond of telling his staff to “attack with a double-barrelled sword”.
According to Keith Cousins, Goldberg was “a legend reputed to have won and lost every account in Australia”. In the '40s it also was said that if you hadn't worked at Goldbergs you hadn't worked in advertising.
His efforts to secure an international whisky account are evidence of his entrepreneurialism. When it became known that this potential client would be arriving by ship in Sydney, the sharks were waiting. Hugh Berry of the agency Berry-Currie, organised a limousine to collect the client from the wharf. Another agency chief, Claude Willmott, went one better and hired a boat to meet the ship as it entered Sydney Harbour.
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