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BCG2 and Crave Global merge to elevate creativity and technology
James Blackwood and Daniel Hopkirk
BCG2 and Crave Global have officially joined forces to create BcgCrave.
BCG2 brings more than two decades of experience in building enduring brands through strategic clarity and storytelling. Meanwhile, Crave Global is a rising force in crafting cultural movements that mobilise people and ideas.
At the core of BcgCrave are three pillars: brand, amplification and technology.
Give clients a true edge
From brand strategy and creative development to full-stack digital, experiential activation and cultural influence, BcgCrave offers an integrated mix of capabilities designed to build brands that move people and markets, says James Blackwood, founder of BCG2.
“This isn’t just a bigger agency, it’s a smarter one. Crave knows how to spark movements. We know how to sustain them. Together, we’re creating something with real momentum and meaning.”
Daniel Hopkirk, founder and managing director of Crave Global, adds: “People don’t rally around brands, they rally around ideas.
“We’ve always believed in giving advertising purpose by connecting it to a brand’s ‘why’. BCG2 brings the storytelling experience and a strong handle on emerging tech. The synergy means we can elevate both creativity and technology to give our clients a true edge.”
Model for the new era
Hopkirk’s background as a former client-side marketing leader also brings a pragmatic, insider’s view of what modern brands need from their agency partners – creatively, commercially and culturally.
“Clients don’t just want output, they want outcomes,” says Hopkirk. “With this merger, we can deliver both with a team that gets the bigger picture and the fine detail.”
Headquartered in Grey Lynn, Auckland, BcgCrave now has a 20-strong team servicing clients across New Zealand and Australia.
The leadership spans growth strategy, creative, brand, technology, design and activation – reflecting both the breadth and ambition of the agency.
“This is a new model for the new era,” says Blackwood.
“Where strategic thinking, cultural insight and digital smarts work together – seamlessly. We’re building brands with purpose at the centre, creativity in their DNA and the tools to scale across every platform. I’m excited. It’s going to be a fun ride.”
