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If money is the measure, John Singleton is the most successful person in Australian advertising by a mile. Make that ten miles. And a few hundred million dollars.
Starting as a despatch boy at J Walter Thompson, 'Singo' landed a job as copywriter at Berry Currie Advertising before starting his own agency, SPASM, in 1968, said to be the first Australian agency started by creatives.
Brash, anti-authoritarian and fiercely Australian, Singo and his ocker advertising stood out from the crowd at a time when Australian advertising could easily be mistaken for English or American. Fortunately, Australian society was changing at that time, as people searched for an Australian identity.
The agency flourished for five years until an offer from New York agency DDB was too good to refuse. A clash of cultures, however, meant the relationship could not last and he left DDB and advertising in 1978. His contract required him to stay out of advertising for five years.
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