STW rebadges JuniorCru as Ogilvy Brisbane

Vine and Drapes

Vine and Drapes

Ogilvy is establishing a Queensland presence with the rebadging of fellow STW agency JuniorCru, just over a year after the agency was formed when creative agency Junior merged with its digital partner Cru.

The rebadging will see the JuniorCru brand cease to exist however managing director Russ Vine and creative director Jono Drapes will remain at the helm with no other changes made to the business.

The 40-strong agency will be known as Ogilvy Brisbane and will service a range of Queensland-based clients, providing the agency the opportunity to work closely with the group’s Melbourne and Sydney offices.

STW CEO Michael Connaghan said in a statement: “Part of the STW strategy is to leverage our scale in the Australian market. A merger of JuniorCru into Ogilvy Australia makes perfect sense. JuniorCru is an outstanding local Brisbane agency. Combining it with the power of Ogilvy, the number one agency in the world, is a great story for, JuniorCru, Ogilvy and STW.”

In May last year, creative agency Junior merged with digital agency Cru to offer creative, strategy and technology services. It followed on from the agency’s first working together from February 2013 after Junior took a stake in Cru.

Ogilvy Australia CEO David Fox said in a statement: “JuniorCru is an outstanding business with a range of stellar clients on the roster and some very talented staff on the team. Becoming part of the Ogilvy family will allow the Brisbane office further growth and access to Ogilvy’s proven global tools and specialist skills.

“It will also allow us to further expand our Australian footprint into the growth market of Brisbane. We’re excited about the move and working closely with Russ and his team.”

Vine said in a statement: “The merge of Junior and Cru two years ago was about creating a creative/digital hybrid to help clients achieve greater ROI. Since then we’ve been delivering innovative, data driven campaigns that help clients span multiple touch points in order to successfully reach and influence consumers in today’s diverse world. “

Becoming Ogilvy Brisbane lets us take this to a whole new level again. With world-class resources like Neo@Ogilvy, OgilvyChange, Etcom, Data@Ogilvy, Social@Ogilvy and OgilvyOne, we’ll be able to offer clients deeper, smarter solutions and we’ll be able tap into some amazing people whilst gaining some innovative new tools.

“We’re very excited. It is a move that is not only good for our agency but for the wider Brisbane/Queensland market. Too many Queensland based brands have moved their business south to Sydney in recent years. We’re hoping that might change now that one of the world’s most famous, most powerful and most highly regarded agency networks has a fully fledged office right here in Brisbane.”

JunioCru was the most-awarded agency at last year’s Brisbane Advertising and Design Club (BADC) Awards.

The agency’s lients include The Courier Mail, Queensland Health, Surf Lifesaving Queensland and Crime Stoppers.

JuniorCru was responsible for Queensland Health’s ‘Sun Mum’ campaign.




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