Clemenger Group takes stake in rural agency Redhanded Creative
The Clemenger Group has taken a stake in specialist rural and regional communications group, Redhanded Creative.
Clemenger Group executive Rob Morgan said the move was a specialist play in a market sector focused on the agribusiness, food, fibre and health related industries.
He said in a statement: “Many people would be unaware that the food related economy employs 17% of all Australians. To put this in to perspective, the mining industry employs just 2.2%. Many of these people live and work in rural and regional Australia. In fact 7.5 million people live outside capital cities and the regional advertising market alone is presently estimated at $2.75 billion,” said Morgan.
“For more than a decade, Redhanded has demonstrated a unique understanding of this category, not only in terms of stand out creative advertising, but also Digital, Media and Research. It is a truly integrated communications business and we’re thrilled to have forged a partnership with them.”
Redhanded has a multinational client list headquartered across the country from Melbourne, Sydney and Adelaide, along with international customers based in Beijing and Auckland.
Clemenger Group will assist the Melbourne based business to expand with additional offices in Sydney and Auckland.
Redhanded’s current managing partners Jim Gall and Paul Hand will become managing director and executive creative director respectively.
The pair will continue to lead the company and its 20 plus staff.
Gall said: “Paul and I are extremely excited about partnering with such a professional and culturally aligned business as the Clemenger Group. Redhanded and Clemenger share very similar values and a real respect for their clients, staff and work. There is a tremendous amount of additional value we believe the partnership will bring to clients of both businesses.”
Hand said: “Our proposition is simple in that country and city people are fundamentally different, so they need to be spoken too differently. There is a divide that exists in terms of values, attitudes and behaviours and unless marketers respect this difference, their brands are far less desirable.”
