AUCKLAND, Today: Two creative forces have officially joined up to form BcgCrave — a fresh agency built on strategy, culture, tech and ideas that don’t just land, but move.
The new agency combines the legacy of BCG2 with the cultural energy of Crave Global. It’s designed for brands chasing more than attention — ones looking for meaning and momentum.
BCG2 brings 20+ years of strategic storytelling. Crave’s known for building movements. Together, they’ve created a purpose-driven agency that helps brands show up, stand out and actually stick around.
BcgCrave is built on three core pillars: Brand, Amplification and Technology. From strategy to full-stack digital, cultural campaigns and live experiences, it’s all integrated and built to scale.
“This isn’t just a bigger agency, it’s a smarter one,” says James Blackwood, founder of BCG2. “Crave knows how to spark movements. We know how to sustain them. Together, we’re creating something with real momentum and meaning.”
“Crave knows how to spark movements. We know how to sustain them. Together, we’re creating something with real momentum and meaning.” – James Blackwood
Daniel Hopkirk, founder and Managing Director of Crave Global, adds: “People don’t rally around brands, they rally around ideas. We’ve always believed in giving advertising purpose by connecting it to a brand’s ‘why’.
“BCG2 brings the storytelling experience and a strong handle on emerging tech. The synergy means we can elevate both creativity and technology to give our clients a true edge.”
Hopkirk’s client-side background brings a practical lens — one that helps shape campaigns brands can actually run with, across creative, commercial and cultural touchpoints.
“Clients don’t just want output, they want outcomes,” says Hopkirk. “With this merger, we can deliver both with a team that gets the bigger picture and the fine detail.”
Based in Grey Lynn, the new 20-person team services clients across Aotearoa and Australia. Its leadership spans brand, creative, tech, design, strategy and activation.
“This is a new model for the new era,” says Blackwood. “Where strategic thinking, cultural insight and digital smarts work together — seamlessly.
We’re building brands with purpose at the centre, creativity in their DNA, and the tools to scale across every platform. I’m excited. It’s going to be a fun ride.”
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