N2N, Fuel Communications and Touch Creative launch parent brand The Herd Agency
Following the launch of digital marketing agency Touch Creative, N2N and Fuel Communications has launched parent brand The Herd Agency with the aim to unite the three agencies.
Speaking with Mumbrella, agency owner, Jamie Verco, said: “The brands N2N, Fuel and Touch Creative have done really well and grown strongly but by creating the Herd Agency it allows us to bring together the broader, rich skills of the whole group to better service the needs of the clients.
“If you look at the PR industry, it’s characterised by lots of small, boutique agency groups, but the needs of clients are really rapidly changing and they need broader, richer more diverse range of skill sets to solve the complex communications challenges. The Herd Agency allows us to deliver that depth and diversity of skills to them.”
Verco: “The Herd Agency will allow us to collectively grab the relevant skills to pitch for large pieces of work”
Verco said the three agencies will operate independently but the parent brand will allow them to come together to pitch for bigger accounts.
“The three agencies will operate independently but the Herd Agency will allow us to collectively grab the relevant skills and competencies out of those agencies to pitch for those large pieces of work that require diverse services – everything from traditional publicity through to social, content, experiential and design,” he said.
Herd will be headed by Vanessa Liell who takes on an expanded group CEO role in addition to her responsibilities as managing partner of N2N Communications.
Liell’s current role as managing partner of N2N Communications has been expanded to Group CEO
Liell said: “We are at a size and scale now where there is opportunities within how we coordinate our business to run it in a more streamlined way. The group CEO role will be overarching for those three brands and look at the overarching operations of the business.”
“At the moment we’re competing head-to-head with agencies in all sectors – public relations, advertising, digital – and the opportunities are coming from anywhere, as are the responses.”
The independent agency group launched digital marketing agency Touch Creative last month while N2N Communications was launched in 1996, and Fuel Communications in June 2008.
On the agency group’s size, Verco said: “We’re one of the largest independent groups in Australia, there’s more than 50 staff across the group. We believe that’s a critical thing in the market because brands require really diverse and broad services and our scale and size are important to delivering those deep competencies.”
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
Linkedin