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BcgCrave steps forward as Crave
BcgCrave has announced its evolution into Crave Group, a streamlined identity for a more focused and expansive creative group.
The rebrand marks the next stage for the business formed by the merger of BCG2 and Crave Global last year.
By uniting BCG2’s strategic heritage and sector expertise with Crave Global’s creative energy across culture, PR and social activation, the agency now operates as a singular entity.
Crave is built upon three foundational pillars: brand, amplification and technology, and guided by a singular mantra: ‘Make something that matters’.
One name
Crave CEO Daniel Hopkirk says: “BcgCrave was the right name for the start of the journey, but Crave represents our destination. The name is synonymous with desire. Great creative work should make people want something, and our new direction is a commitment to making work that sparks that instinctive connection.”
The group’s footprint now encompasses specialised divisions including Crave Brand, Crave Experiential, Crave Media and Crave AI, with current work spanning New Zealand, Australia and the United States.
Crave chief creative officer James Blackwood says: “Our role isn’t just to produce campaigns. It’s to create momentum. Sometimes that manifests as a campaign, but often it requires a product, a social movement, a piece of technology or a PR moment that doesn’t yet fit into a traditional line item”.
Bigger ambition
Hopkirk adds: “BCG2 gave the business its depth, and Crave Global gave it a different kind of momentum. Crave finally brings it all together under one name and one ambition.”
The business is led by Daniel Hopkirk, James Blackwood and Kate Lines, with further creative leadership appointments to be announced shortly.
The rebrand is effective immediately.
