Creative agency Junior merges with digital agency Cru
Two of Queensland’s agencies, creatives Junior and digital agency Cru, have merged.
The announcement:
Junior announced today that it has acquired a stake in local digital agency Cru Digital and that whilst both agencies will continue to serve the needs of their individual client bases, Cru have already moved into Junior’s Fortitude Valley offices and an emphasis moving forward is being placed on a single ‘Total Consumer Engagement’ offering.
Russ Vine, Managing Director of Junior commented: We’ve wrestled for many years now with how to grow our digital capability in a way that can keep us ahead of our client’s needs. What we’ve realised however is that by not only joining up with Cru but by co-locating and integrating key services with them, we are amalgamating with a proven player in the wider digital space and between us we will be far better equipped to help clients grow.
Simply adding a few developers and producers to your team just doesn’t cut it these days. Nor does formal partnerships with third party resources. With the Junior/Cru combo, we can work independently or seamlessly. Without the client having to worrying about squabbles over ego or revenue.
Junior’s client list currently includes Griffith University, Isuzu, Echo Entertainment, Rio Tinto Alcan, Colonial First State and both Brisbane and Gold Coast City regional councils, Cru’s client list includes amongst others Virgin Australia, Pizza Capers, Suzuki Queensland and restaurant chain Hogs Breath Café’s.
Founder and GM of Cru, Ben Stokes points out that whilst existing clients may continue to use one agency or the other, going forward they expect to provide the shared service more often: It is business as usual for both agency’s existing client bases. After all, Junior already provide digital solutions and Cru are already incredibly creative. But for those clients that have recently availed themselves of the combined service, we are noticing that 1+1 can genuinely add up to 3.
There is some speed and efficiency on a daily basis that certainly helps. Plus a meeting of minds with regards what a client’s consumer engagement activity might now consist of, that is producing some great work as well as amazing results.
The partnership also sees Cru now become part of the STW network and creates a combined staff base at Junior of nearly 60. Launched in 2004 Cru is Queensland’s most highly awarded digital agency. Junior was formed in 2001 and has been named Queensland Agency of the Year on a number of occasions.
Last word goes to Junior’s Creative Director Jono Drapes: We’ve partnered with Cru because the two agencies are so culturally aligned. We both have a low tolerance of wankery and prefer to just get on with it. This is critical because marketing is not slowing down, and as it converges with customer service across multiple platforms clients are going to need more innovative and sophisticated solutions, fast. Just yesterday I watched someone from Junior and someone from Cru sort out a problem at the toasted sandwich maker. That’s when I knew it was working.
Source: Junior press release.
