Crave.
Creative agency BcgCrave has rebranded as Crave Group, following the merge of BCG2 and Crave Global last year.
By uniting BCG2’s deep strategic heritage and sector expertise with Crave Global’s creative energy across culture, PR, and social activation, the agency now operates as a singular, powerhouse entity.
Crave is built upon three foundational pillars: Brand, Amplification, and Technology and guided by a singular mantra: Make something that matters.
This philosophy drives the agency to create work with purpose, craft, and energy; work that earns its place in the world rather than just adding to the noise.
“BcgCrave was the right name for the start of the journey, but Crave represents our destination,” said Crave CEO Daniel Hopkirk.
“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.
This growth is fuelled by the agency’s proprietary Movement Methodology, a framework designed to transition brands from purpose to platform, from platform to participation, and to sustained commercial momentum.
“Our role isn't just to produce campaigns,” said Crave chief creative officer, James Blackwood.
“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.”
The business is led by Daniel Hopkirk, James Blackwood, and Kate Lines.
“BCG2 gave the business its depth and Crave Global gave it a different kind of momentum,” said Hopkirk said.
“Crave finally brings it all together under one name and one ambition."
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