Two of the oldest names in Perth's advertising industry have disappeared as increasing competition from national firms puts pressure on local players.
Both Linc, founded in 1968, and Bowtell Clarke and Yole (BCY) are absent from Business News' list of advertising and branding agencies – the former due to financial concerns and the latter following a merger.
The two examples are indicative of a shakeup of the industry partly prompted by east coast firms elbowing their way into the market.
JWT is a global marketing communications agency with offices in Melbourne and Sydney and is being led in Perth by former Gatecrasher senior account executive, Doni Savvides.
Interestingly, the firms have distinctly different business models for growth. The Brand Agency has been investing heavily in digital capabilities (including its 2012 acquisition of digital-focused agency Market United) and targets for just under half of its revenue to come from digital work.
"At one point we thought we had to be producing everything in-house," Mr Driscoll said.
"If you think about it that's a bit of a contradiction, because in the past we always outsourced photography."
Instead, Marketforce concentrates on being a repository of ideas and leaves specialist agencies to put it all together.
It opted to award the retention account to Marketforce and handed the responsibility of acquiring new customers to east coast firm BWM Group – an arrangement that soon ran into difficulty, prompting iiNet to bring the account back west and reappoint Meerkats.
The two firms now work in collaboration, but that example of account fragmentation wasn't something 303Lowe managing director Alan Taylor said was likely to continue.
He said clients started to break up accounts when large agencies lacked specific capabilities, but now a reverse trend was emerging.
"Having multiple suppliers is very challenging, but having a good integrated agency with a decent offering is much more capable of translating a brand across all channels," Mr Taylor told Business News.
303Lowe is the result of a 2011 merger between Perth-founded 303 and Lowe Australia, which Mr Taylor said had reaped significant rewards as it protected it from relying on a small Perth market.
"There's only so much business in Perth, and if you think your competition is limited to Western Australia then you're kidding yourself," he said.