AUCKLAND, Today: BcgCrave has officially become Crave Group, giving the business a cleaner name and a sharper sense of where it is heading next.
The rebrand follows the merger of BCG2 and Crave Global last year, bringing together BCG2’s strategic depth with Crave Global’s culture, PR and social activation energy.
Now operating as one creative group, Crave is built around three core pillars: Brand, Amplification, and Technology. Guiding the whole thing is one neat little mantra: Make something that matters. Simple, but with a bit of weight behind it.
The idea is to create work with purpose, craft and energy, rather than more branded noise floating around looking for attention.
“BcgCrave was the right name for the start of the journey, but Crave represents our destination,” says Daniel Hopkirk, CEO of Crave. “The name is synonymous with desire. Great creative work should make people want something, and our new direction is a commitment to making work that sparks that instinctive connection”.
The group now includes specialist divisions across Crave Brand, Crave Experiential, Crave Media and Crave AI. Its current work spans New Zealand, Australia and the United States, with growth being supported by a broader client roster across several categories.
“BcgCrave was the right name for the start of the journey, but Crave represents our destination.” – Daniel Hopkirk, CEO of Crave
Crave’s approach is powered by its proprietary Movement Methodology, a strategic framework designed to help brands move from purpose to platform, participation and long-term commercial momentum. Or, as the agency puts it: Find something true, make it matter, and keep it moving.
“Our role isn’t just to produce campaigns,” says James Blackwood, Chief Creative Officer of Crave. “It’s to create momentum. Sometimes that manifests as a campaign, but often it requires a product, a social movement, a piece of technology, or a PR moment that doesn’t yet fit into a traditional line item”.
The rebrand also marks the point where the two sides of the business properly come together under one identity, after a year of development and integration.
“BCG2 gave the business its depth, and Crave Global gave it a different kind of momentum. Crave finally brings it all together under one name and one ambition”. Hopkirk adds.
Crave is led by Daniel Hopkirk, James Blackwood and Kate Lines, with further creative leadership appointments expected to be announced shortly.
The rebrand is effective immediately.
Share this Post
