Purpose: This paper aims to trace the emergence, rise and eventual fall of Mojo-MDA. Established as a creative consultancy in 1975, Mojo embarked on an ambitious growth strategy that would see it emerge as Australias first multinational agency. By examining the agencys trajectory over the 1970s and 1980s, this paper revisits the story of an Australian agency with boundless confidence to develop a more nuanced understanding of the dynamic role played by corporate culture in the agency's fortunes. Design/methodology/approach: This study uses reports and features published in the Australian advertising trade press, along with other first-hand accounts, including oral history interviews and personal correspondence with former agency staff. Findings: By identifying the forces and influences affecting Mojo-MDAs outlook and operations, this paper demonstrates the important yet paradoxical role that corporate culture plays in both building and undermining an agencys ambitions and the need for marketing historians to pay closer attention to it. Originality/value: This examination of an agencys inner machinations over an extended period presents a unique perspective of the ways that advertising agencies operate, as well as the forces that drive and impede them, at both national and global levels. The Mojo-MDA story also illustrates the need for marketing and business historians to pay close attention to corporate culture and the different ways that it affects marketing business and practices.

中文翻译：

---

文化与跨国广告公司：Mojo-MDA的兴衰，1964-1991年

目的：本文旨在追踪Mojo-MDA的出现，上升和最终下降。Mojo成立于1975年，是一家创意咨询公司，他着手制定了雄心勃勃的增长战略，该战略将使Mojo成为澳大利亚第一个跨国代理机构。通过考察1970年代和1980年代代理商的发展轨迹，本文重新审视了一家澳大利亚代理商的故事，该公司充满信心地发展了对企业文化在代理商命运中所发挥的动态作用的更加细微的了解。设计/方法/方法：本研究使用澳大利亚广告贸易出版社出版的报告和功能，以及其他第一手资料，包括口述历史访谈和与前代理商的私人往来。调查结果：通过确定影响Mojo-MDA前景和运营的力量和影响，本文证明了企业文化在建立和破坏代理机构的雄心中所发挥的重要而自相矛盾的作用，以及营销史学家需要对此予以密切关注。独创性/价值：对代理机构长期内在欺骗的审查，提供了在国家和全球范围内对广告代理机构运作方式以及驱动和阻碍它们的力量的独特见解。Mojo-MDA的故事还说明，营销和业务历史学家需要密切关注公司文化及其影响营销业务和实践的不同方式。