Kru Live, an event staffing agency, has been acquired by
Brand Partnership Group, a network of agencies focused on brand growth and
partnerships.
Kru Live provides event staffing and implementation services
for brands, including PlayStation, Google, Heineken, and Renault. Through the
acquisition, the agency hopes to gain access to additional resources and
infrastructure from Brand Partnership Group.
“This is a defining moment for Kru Live,” said Sarah-Jane
Benham, CEO of Kru Live Global. “From our humble beginnings to where we are
today, I couldn’t be more proud of our team and the legacy we’ve built. Joining
the Brand Partnership Group allows us to stay true to who we are while
unlocking new opportunities, resources and scale that will accelerate our
growth and enhance the value we bring to our clients and staff worldwide.”
Brand Partnership Group, known for its work with companies
like Samsung and EE through its Blue Square subsidiary, has added Kru Live to
its portfolio in an attempt to strengthen its position in experiential
marketing and event staffing.
“We’ve long admired Kru Live for their excellent reputation,
premium service and passion they bring to every campaign,” said Andrew Leaver,
CEO of Brand Partnership Group. “They represent the best in experiential
staffing and brand engagement and we’re thrilled to welcome them to the group.
Together, we are even better positioned to help brands connect with audiences
in meaningful and measurable ways.”
Founder Tom Eatenton, who established Kru Live in 2005, will
exit the business as part of the transition. Benham will continue to lead the
agency, maintaining its current structure.
