BcgCrave steps forward as Crave: Shorter name, bigger ambition
Campaign Brief can reveal that after a year of rapid development and strategic integration, BcgCrave has today announced its evolution into Crave Group, a streamlined identity for a more focused and expansive creative group.
The rebrand marks the definitive next stage for the business formed by the merger 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,” says Daniel Hopkirk, CEO of Crave. “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 strategic framework designed to transition brands from purpose to platform, from platform to participation, and ultimately, to sustained commercial momentum. As the agency puts it: Find something true, make it matter, and keep it moving.
“Our role isn’t just to produce campaigns,” says James Blackwood, Chief Creative Officer of Crave. “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 rebrand arrives as Crave continues to scale across multiple markets, bolstered by a growing client roster across multiple categories.
“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,” adds Hopkirk.
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.
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