Ogilvy targets Brisbane in JuniorCru merger

Rachael Micallef
By Rachael Micallef | 4 August 2015
Ogilvy Brisbane MD Russ Vine and creative director Jono Drapes.

Brisbane advertising and digital agency JuniorCru has been merged into the Ogilvy business as the group looks to leverage its scale in the Australian market.

As a result of the merger, the STW-owned JuniorCru will be renamed Ogilvy Brisbane with MD Russ Vine and creative director Jono Drapes remaining at the helm of the agency. The 40-strong agency will have no further changes made to the business.

STW CEO Michael Connaghan said the merger of JuniorCru into Ogilvy “makes perfect sense.”

“Part of the STW strategy is to leverage our scale in the Australian market. Combine [JuniorCru] with the power of Ogilvy, the number one agency in the world is a great story for JuniorCru, Ogilvy and STW.

Ogilvy Australia CEO David Fox said by merging JuniorCru into Ogilvy, the agency is positioned for further growth.

“Becoming part of the Ogilvy family will allow the Brisbane office further growth and access to Ogilvy's proven global tools and specialist skills,” Fox said.

“It will also allow us to further expand our Australian footprint into the growth market of Brisbane.”

JuniorCru was born out of an acquisition by Junior into digital shop Cru in 2013 and aims to integrate strategy, creative and technology.

Vine said the new positioning builds on the merger between Junior and Cru.

“Becoming Ogilvy Brisbane lets us take this to a whole new level again,” Vine said. “With world class resources... we're able to offer clients deeper, smarter solutions and we'll be able to tap into some amazing people whilst gaining some innovative new tools.”

Vine also pointed to a wider benefit for the entire Queensland advertising market.

“Too many Queensland-based brands have moved their business south to Sydney in recent years,” Vine said.

“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.”

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