Login
iscover
McGrath Estate Agents has struck up a deal that will see all of its outsourced creative agency work now done within its Pyrmont head office.
A statement from the real estate network has revealed the agency group has formed a new and strategic partnership with Canvas Group, a creative group it’s calling one of Australia’s “most highly regarded and respected creative agencies”.
It’s in a bid to “collaborate on all facets of brand, design and content in a co-working environment”, and comes after McGrath first began working with Canvas Group in mid-2019.
The partnership will purportedly see Canvas Group bring a team of 12 into McGrath’s Pyrmont Head Office, with a mix of creative directors, designers, art directors, digital designers and developers all set to collaborate with the existing McGrath MarTech (marketing and technology) team.
According to McGrath CEO Eddie Law, it’s a “significant milestone” for the network, enabling it to have greater accessibility in harnessing talent and energy from a full-service agency.
At the same time, he said it would provide McGrath’s own marketing and technology team the firepower to be both agile and service-focused in its delivery of creative content.
“We believe this will be exciting for the industry as we bring the agency vibe and cultural diversity into our own real estate business services model,” he commented.
The CEO added that it is equally important for McGrath “to ensure we have the very best talent in the areas that are driving our growth plans”.
It’s a new approach that’s set to benefit the real estate industry as a whole, according to Mr Law.
He conceded that industry-wide, the delivery of brand and marketing campaigns across multiple digital platforms is still somewhat fragmented.
“There is little doubt that transformation continues to revolutionise the real estate industry, and as such, we are committed to being at the forefront,” he said.
As well as allowing McGrath to further focus its efforts on forming innovative connections with clients, Mr Law stated that bringing Canvas Group into the network’s headquarters would enable “a depth of creative energy, resources and output that, until now, has been outsourced to a variety of providers”.
“A consistency of brand, content and messaging will allow our entire agent network and internal business units to have access to an in-house agency to service their local design and campaign needs in an efficient, nimble and cohesive way,” the CEO said.
For Jorge Castillo, the co-founder and chief creative officer of Canvas Group, the partnership follows an unconventional relationship with McGrath — with the synergy established between the two parties evident from the very beginning of their collaboration efforts.
“It broke the traditional model of a client and agency relationship,” he said.
“There was such a synergy, energy and excitement around our first collaboration with the redesign and relaunch of the McGrath website in what was a technically complex project spanning many months.”
Reflecting on the project, Mr Castillo said “we felt like an in-house team sharing a like-minded energy and passion to deliver the very best in terms of creative design and functionality”.
Now, he said Canvas Group is “honoured to be welcomed into the McGrath team to collaborate with them”.
“Yet, our ability to continue to operate our business and agency — we believe [it] will bring an added dimension of diversity into our offering,” the chief creative officer concluded.
ABOUT THE AUTHOR
Grace Ormsby
Grace is a journalist across Momentum property and investment brands. Grace joined Momentum Media in 2018, bringing with her a Bachelor of Laws and a Bachelor of Communication (Journalism) from the University of Newcastle. She’s passionate about delivering easy to digest information and content relevant to her key audiences and stakeholders.
You are not authorised to post comments.
Comments will undergo moderation before they get published.