Metricon Homes appoints Hook, Hero issues press release
Metricon Homes has handed its creative account to Hook Creative Studio, ending its relationship with incumbent Hero.
In a rare move by the incumbent, Mumbrella received a press release from Hero’s communications people “paying tribute” to the relationship. However, it made no mention of Hero. The release, sent on Friday afternoon, instead recognised Metricon’s creative partnership with the now-defunct Magnum Opus Partners (MOP).
“Magnum Opus Partners (MoP) has paid a warm tribute to its client Metricon Homes and their long-standing creative partnership together as it comes to a conclusion this month,” the press release reads. “Following a number of years of collaboration through MoP’s studio and branding services, MoP is now assisting Metricon to transition its property marketing work to HOOK Creative Studio.”
However, the MOP brand was quietly retired in 2022 when the agency was integrated into Hero. MOP staff are employed by Hero, the MOP website is unavailable, and its Linkedin page is inactive.
At the time of the integration, Mumbrella questioned whether the move was actually an acquisition, and what that meant for clients. Mumbrella was told that the details of the transaction were commercial in confidence.
The release included a quote from Erin Lightfoot, former CEO of MOP. Lightfoot joined Hero as part of the 2022 integration, but departed the agency mid last year.
Her quote reads: “Working with Metricon was such a fruitful collaboration and one that we always valued greatly at MoP. They had high expectations and a strong sense of brand integrity, which pushed our studio to deliver its very best, year in, year out. It’s always been such a rewarding relationship, and we’re grateful for the trust they placed in MoP over our years working together.”
When contacted by Mumbrella for clarification, Hero’s creative chairman Ben Lilley said: “It is only fitting to pay tribute to the valued and longstanding partnership that MoP and Metricon enjoyed together, with MoP having had the privilege of working alongside Metricon for over 20 years and HERO for the past 3 years.
“Our teams are incredibly proud of our work together over this time and wish Metricon the best for their future and continued success.”
The account has moved to Hook Creative Studio, which was founded by former MOP partners/Hero leadership team members Pat Langton and Mike Allen, alongside Matt Langton.
Hook launched at the start of last year, “redefining what an agency is”. It describes itself as being formed to “make creative things that people actually want to engage with”.
Pat Langton told Mumbrella he is “happy to be working with Metricon again”.
Hook’s other clients include the recently-won Globird Energy, Hooleys Waves, Wine Wolf, Kilvington Grammar, Harvest Snaps, and Calbee.
Metricon declined to comment.
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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Erin Lightfoot
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Hook Creative Studio
Magnum Opus Partners
Metricon Homes
MoP
Pat Langton
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