Tony White, the driving force behind one of Melbourne’s most successful advertising agencies, has passed away. He was 85.
From humble beginnings at Claude Mooney in 1957 to founding Thomson White & Partners, his career spanned decades of bold ideas, daring campaigns and industry-defining moments.
At just 24, he launched his first agency, Anthony White, with nothing more than his sharp instincts and a single client.
Over the next few decades, his agency evolved into Thomson White & Partners, which became one of the biggest agencies in the country.
His client list boasted household names — Mazda, AAMI, Cadbury, Snooze, and BP — while his unorthodox methods, from fabricating awards to cheeky client pitches, left an unforgettable mark on the industry.
In the mid-80s, he sold a 49% stake of his agency to Clemenger, only to buy it back three years later, a move that reflected his unyielding belief in maintaining creative control.
He later sold the agency to FCB Group in the early 90s, marking another milestone in his career.
When he retired, his influence didn't faded, continuing to inspire through philanthropy, notably founding the Open Family Foundation with Father Bob McGuire to help homeless youth in Melbourne.
Tony White wasn’t just known for his business acumen — he was revered for the vibrant, often unpredictable culture he created at Thomson White & Partners. Colleagues fondly recall the office as a whirlwind of creativity and energy, where water pistol fights broke out, legendary parties were hosted, and the work felt like anything but corporate.
Pam Kaplan, a former colleague: “Thomson White wasn’t just an ad agency; it was a circus of creative chaos, with Tony as the ringleader. He was the most unbusinesslike person to ever run a business so successfully. Our culture was once compared to Luna Park, and that was all Tony—outrageous, unpredictable, but always brilliant.”
Tony had a remarkable ability to bring together a hotchpotch of personalities, and he was a fierce protector of the creative process.
His partner Stephen Fisher: "From day one, Tony was larger than life—a truly handsome, dynamic man and the best business tap dancer in advertising. He never interfered creatively but always supported us. I’ll never forget the time a water pistol fight escalated, and Tony sprinted through the agency wearing only his underpants and socks, dousing me with a plunger of water. That’s the man he was—fearless and fun, but deeply loyal.”
Tony also nurtured young talent in the industry. Grant Rutherford: “I remember at Thomson White we’d just pitched for some business when I was walking past his office. Stupidly, I stopped at the door. Tony and the partners were in full-drinking-flight. Tony stopped the room and said, ‘Saw the pitch, you should learn how to fucking draw!’ Cue laughter. Young and stupid, I shot back, ‘When you learn how to fucking walk!’ The room went silent—Tony was famously pigeon-toed. Ages later, he started laughing and said, ‘I like the boy.’ Needless to say, I loved him.”
For others, like Tom McFarlane, working at Thomson White was a defining experience: “I spent the next three years loving and learning from Tony and the insane cast of characters he’d assembled at TWP. After years of laughs, lunches, and lots of beers, I finally had a couple of campaigns in 1972 that got noticed. That’s when I got an offer from Masius, probably the hottest agency in Melbourne at the time.
"I was reluctant to leave what felt like home, so I asked Tony to have a beer with me. We went to the Baden Powell, the agency’s favorite pub, and I sheepishly told him I’d had a job offer, adding that I really didn’t want to go. Tony looked me square in the eye and said, ‘If you don’t take that fucking job, I’ll sack you.’ He knew it was the right move, and of course, he was right.”
For those who worked with Tony, one lesson stood out above all others: Tony always championed the collective over the individual. “Never say ‘I,’ always say ‘we,’” he would tell his team, a philosophy that guided his every decision.
Christine Weller, who worked under Tony: “Tony had every right to start his sentences with ‘I’—he was a visionary, a great entrepreneur, and a genius communicator. But he always reminded us that it was the ‘we’ that made great things happen. It was his nurturing and unwavering support that allowed us to succeed. Today, we salute and thank him.”
Andrew Skinner, another longtime colleague: “Tony shaped who I am today more than anyone else. He had this incredible ability to build trust, not just with clients, but with everyone around him. He wasn’t just selling ads—he was selling relationships. That’s why, even decades later, clients like John Hunter and Ross Oakley remained loyal to him time and again.”
Philanthropy and Giving Back: Tony’s Heart for the Community
Beyond advertising, Tony's passion for giving back was just as impressive. He co-founded the Open Family Foundation with Father Bob McGuire, a cause close to his heart that focused on taking homeless kids off the streets of St. Kilda.
Together, they raised funds and worked tirelessly to make a difference in the community. His efforts extended to Moomba, where Tony served as the festival's director for 12 years, breathing new life into one of Melbourne’s most beloved cultural events. He even worked with the late Harold Mitchell to save Hey Hey It’s Saturday in the late 80s—a testament to his deep connections within both the ad and entertainment worlds.
The late Harold Mitchell once said, “Tony White is as key a part of Australian media history as anyone. A true giant of advertising.” Their partnership, which began in the 1970s when Tony became Harold’s first client, was a cornerstone in shaping modern media buying in Australia.
A Legacy
Tony’s retirement may have marked the end of an era in Australian advertising, but his influence continued through his family and the next generation of creativity. In 2021, he convinced his youngest sons, Ant and Jack, to carry on the family legacy by starting their own agency—just as Tony had done all those years ago. The result was Sunday Gravy, a thriving agency that embodies the same boldness and ambition Tony championed throughout his career.
Tony's legacy also continues through his son Paul, now a marketing director. His daughter Misty, after 10 years in advertising, has built her own career as a successful real estate agent—an industry Tony briefly explored before deciding suits and Saturday work weren't for him. His son Josh, like Tony, followed his own path, creating his own career outside of advertising. Tony’s 15 grandchildren and two great-grandchildren are yet another testament to his lasting impact.
But at the heart of it all was Leonie, Tony’s wife of 50 years and his biggest supporter, who continues to be a regular at Sunday Gravy, fostering the family culture Tony valued so much.
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