Junior buys stake in Cru Digital

Junior buys stake in Cru Digital

Brisbane-based creative agency Junior has acquired a stake in local digital shop Cru Digital, with Cru moving into Junior’s Fortitude Valley offices.

B&T Magazine
Posted by B&T Magazine

The acquisition sees Junior chase ‘total consumer engagement’ by enhancing its digital offering, and sees Cru, founded in 2004, become part of the STW network.

The partnership creates a combined staff base at Junior of nearly 60. Both agencies will continue to serve the needs of their individual client bases.

Russ Vine, MD of Junior said:  “We’ve wrestled for many years now with how to grow our digital capability in a way that can keep us ahead of our client’s needs. What we’ve realised however is that by not only joining up with Cru but by co-locating and integrating key services with them, we are amalgamating with a proven player in the wider digital space and between us we will be far better equipped to help clients grow.

“Simply adding a few developers and producers to your team just doesn’t cut it these days. Nor does formal partnerships with third party resources. With the Junior/Cru combo, we can work independently or seamlessly. Without the client having to worrying about squabbles over ego or revenue.

Junior’s CD Jonothan Drapes had a different take on the merger:  

“We’ve partnered with Cru because the two agencies are so culturally aligned. We both have a low tolerance of wankery and prefer to just get on with it.”

“This is critical because marketing is not slowing down, and as it converges with customer service across multiple platforms clients are going to need more innovative and sophisticated solutions, fast.”

Junior’s client list currently includes Griffith University, Isuzu, Echo Entertainment, Rio Tinto Alcan, Colonial First State and both Brisbane and Gold Coast City regional councils.

Cru’s client list includes Virgin Australia, Pizza Capers, Suzuki Queensland and restaurant chain Hogs Breath Caf√©’s.