BCG2

What BCG2 does

BCG2 is a 100% locally-owned, independent marketing, advertising, and digital agency headquartered in Grey Lynn, Auckland, New Zealand. Founded in 2006, the company operates as a full-service integrated agency delivering six interconnected service lines: Strategy (business, marketing, brand, and digital strategy), Creative (multi-channel ideation and art direction), Digital (UX/UI design, CRM/email marketing, marketing automation, SEM, SEO, CRO, and analytics), Technology (websites, mobile apps, CMS, e-commerce, B2B integration built on Umbraco and integrated with Microsoft Dynamics CRM), Content (social, motion graphics, photography, videography), and Specialist Healthcare (Veeva-accredited medical writing, CLM, E-detailing, digital sales aids). BCG2's underlying technology stack is conventional rather than proprietary, relying on open-source CMS platforms, third-party analytics, and standard agency tooling.

The agency's go-to-market is sales-led, winning enterprise clients primarily through competitive pitches and agency reviews. BCG2 serves a diversified enterprise base across the rural/agricultural sector (FMG, Beef + Lamb New Zealand, Rabobank, Terragen, GasNZ), financial services (Milford Asset Management, 1Cover), real estate (realestate.co.nz, Property Brokers), automotive (Volvo Cars NZ), home appliances (BSH brands), retail (Animates), infrastructure (Connexa), and government/nonprofit (NZ Blood Service, Sorted, Safekids, Centre for Pacific Languages). Revenue is generated through project-based and retainer engagements with no publicly disclosed pricing. The agency's distribution is primarily direct to enterprise clients, with limited cross-Tasman expansion into Australia.

BCG2 has demonstrated sustained client retention, notably a 10+ year partnership with FMG, and has won multiple industry awards including a 2017 Festival of Media Global Gold and EFFIE recognition. It operates a small team of 11-50 employees led by Chairman/ECD James Blackwood (with the firm since 2006), supported by GM/Head of Digital Kevin Akers and a creative director and finance function. The company is privately held with no external institutional investment, no subsidiaries, and no disclosed M&A activity.

Name

BCG2

Legal name

BCG2

Website

https://bcg2.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

BCG2 is a 100% New Zealand-owned, independent full-service marketing, advertising, and digital agency founded in 2006, headquartered in Auckland. It serves enterprise clients across rural/agriculture, financial services, real estate, automotive, and government sectors with integrated strategy, creative, digital, technology, content, and healthcare marketing services.

Ownership category

akta.pro rank

Product category

Advertising and Marketing Agency Services

NAICS

Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

B2B/ABM Creative Agencies (MPAAAAAI)

akta.pro secondary industry

Technology & B2B PR (MPAAADAC)

Keywords

• Advertising services
• Digital marketing
• Brand strategy
• Creative campaigns
• Marketing agency

Headquarters

HQ city

Ponsonby

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Creative and Strategic Services: BCG2 generates revenue through providing integrated advertising and communications services, creative strategy, brand development, and marketing consultancy. Revenue is project-based and retainer-based engagements with clients across various sectors.
2. Digital Services: Revenue from website development, mobile apps, e-commerce platforms, UX/UI design, digital campaign management, and technology solutions delivery.
3. Content Production: Revenue from social content ideation and production, motion graphics, photography, videography, and multimedia content creation.
4. Media Services: Digital analytics, media optimization, SEM, CRO, and marketing automation services.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

BCG2 is a full-service marketing, advertising and digital agency that delivers integrated campaigns across strategy, creative, digital, technology, content, and specialist healthcare marketing. It builds brand platforms, websites, mobile apps, and multi-channel advertising (TV, digital, social, radio, OOH, print) for enterprise and government clients, supported by media planning, SEO/SEM, CRO, and CRM/analytics integration.

Product overview

BCG2 is a 100% locally-owned marketing, advertising and digital agency based in Auckland, New Zealand. Founded in 2006, the company operates as a single integrated service offering rather than a platform with modular products. Their core portfolio consists of six interconnected service areas: Strategy (business, marketing, brand strategy and digital strategy), Digital (creative campaigns, UX/UI design, CRM, marketing automation, analytics, SEM, and CRO), Creative (multi-channel ideation and development), Technology (websites, mobile apps, CMS, e-commerce, and B2B integration), Content (social content, motion graphics, photography, and videography), and Specialist Healthcare (medical writing, CLM, E-detailing, digital sales aids, and Veeva-accredited services). These services are delivered as integrated campaigns and projects for clients across sectors including rural/agriculture, financial services, automotive, real estate, healthcare, and consumer goods.

Differentiator

Problem solved

Functional benefit

Products and services

• Strategy Services
• Creative Services Multi-channel ideation, creative strategy and development, and art direction, copywriting, and design services delivered as integrated campaigns across TV, digital, social, radio, OOH, and print. Sold to enterprise and government clients across rural, financial, automotive, real estate, and consumer goods sectors.
• Digital Services Digital campaign and technology services including creative digital campaigns, UX/UI design, CRM/email marketing, marketing automation, data integration, media optimisation, web and social analytics, bespoke digital dashboards, SEM (paid media and SEO), and conversion rate optimisation. Sold to enterprise clients needing performance-driven digital campaigns.
• Technology Services Technology solutions including website builds, mobile apps, content management systems (Umbraco), e-commerce platforms, B2B integration, and specialist healthcare platforms. Sold to enterprise clients such as Rinnai NZ (Umbraco site with Microsoft Dynamics CRM), realestate.co.nz (full property portal with mobile app), Milford Asset Management, and Connexa.
• Content Services Content creation and production services including social content ideation and production, community management, motion graphics, photography, and videography. Sold to enterprise and non-profit clients as part of integrated campaigns.
• Specialist Healthcare Marketing Services Healthcare-specific marketing services including medical writing, multichannel marketing, Closed-Loop Marketing (CLM), E-detailing, digital sales aids, mobile apps, E-learning, microsites, and Veeva-accredited agency services. Sold to pharmaceutical and healthcare clients requiring compliant, sales-force-ready digital tools.
• Integrated Advertising and Communications Full-service integrated marketing, advertising, and digital communications offering spanning broadcast TV, on-demand TV, social media, digital, print, radio, and out-of-home channels. Sold to enterprise, government, and non-profit clients seeking a single agency partner for end-to-end campaign delivery.

Quantifiable outcome

• Zero driveway deaths in 2015, dramatic reductions in 2016-2017 for Safekids campaign
• +5 more outcomes

Named customers19 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

14 partnerships are on record, tiered core and minor.

• Rabobank New ZealandcoreStrategic or Co-development Partner · 22 February 2024Rabobank New Zealand appointed BCG2 as its creative and media agency after extensive competitive review. Rabobank is New Zealand's only specialist food and agri bank, with BCG2 providing brand development and marketing support for the rural banking sector.
• UnserHaus PROjectsminorStrategic or Co-development Partner · 15 February 2024Podcast series 'ProChats' created for UnserHaus kitchen showroom brand targeting commercial market including kitchen designers and property developers.
• 1Cover Travel InsuranceminorStrategic or Co-development Partner · 8 December 2023Campaign development for travel insurance brand, focusing on digital and OOH advertising for coverage scenarios including medical treatment and flight disruption.
• Beef + Lamb New ZealandcoreStrategic or Co-development Partner · 15 May 2023BCG2 appointed as creative agency partner after pitch process. Launched first new brand platform since 2017 with 'Good Things Start With New Zealand Beef and Lamb' campaign featuring Stacey Waaka. BCG2 works alongside Conductor (John Baker) and Lassoo Media.
• ConnexacoreStrategic or Co-development Partner · 23 March 2023Complete brand transformation for Connexa (formerly Spark TowerCo) including strategic positioning, visual identity design, and website development. On-going brand support.
• Centre for Pacific LanguagesminorStrategic or Co-development Partner · 16 August 2022Complete rebrand from Pacific Education Centre including renaming, new logo representing 10 Pacific nations, brand identity, and website development. Focus on language revitalization and cultural preservation.
• GasNZminorStrategic or Co-development Partner · 5 August 2022Creative and media support for GasNZ's Future Sure brand, including digital tools and websites supporting New Zealand's transition to renewable gases (BioLPG, biogas, hydrogen).
• TerragencoreStrategic or Co-development Partner · 22 April 2022BCG2 awarded Terragen account covering both Australia and New Zealand markets. ASX-listed agricultural biologic company requiring brand development, website redesign, packaging, and communications for Mylo and Great Land Plus products.
• Property BrokerscoreStrategic or Co-development Partner · 7 September 2021Real estate marketing partnership for New Zealand's largest provincial real estate agency with 80+ offices and 850+ staff. Campaign development across residential, lifestyle, commercial, and rural segments.
• BSH Home Appliances (Bosch, Neff, Gaggenau, UnserHaus)coreStrategic or Co-development Partner · 30 July 2021BCG2 appointed to provide strategy and campaign development for BSH's family of prestigious European appliance brands in New Zealand. Ongoing brand management and campaign work.
• Clarity InsightminorStrategic or Co-development Partner · 30 July 2021Research partnership with Clarity Insight for Neonatal Trust project. Combined BCG2 creative capabilities with Clarity Insight research expertise in competitive pitch process.
• Volvo Cars New ZealandcoreStrategic or Co-development Partner · 25 June 2020BCG2 appointed to handle creative and digital business for Volvo NZ, transitioning from previous agency Republik. Partnership includes Wavemaker NZ handling media. Focus on electric vehicle brand positioning.
• realestate.co.nzcoreStrategic or Co-development Partner · 1 May 2020Full property portal redevelopment project including new website, media/advertising hub, blog, partner portal, and mobile app. Agile UX-led approach with ongoing digital support.
• FMGcoreStrategic or Co-development Partner · 1 May 201510+ year partnership with New Zealand's leading rural insurer. BCG2 has developed multiple campaigns including 'We're here for the good of the country' brand platform active since 2015, with latest 'Here, there and everywhere' campaign in 2024 marking 10 consecutive years of collaboration.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Colenso BBDO: Largest and most-awarded NZ creative agency, part of the BBDO Worldwide network. Directly comparable as a full-service creative and advertising agency competing for the same NZ enterprise clients, with similar multi-channel campaign capabilities.
• Track New Zealand: Auckland-based digital and creative agency focused on UX, web development, and integrated digital campaigns. Directly comparable as a NZ independent with a similar technology-enabled digital offering, often competing for the same website, app, and CRM-led mandates.
• Special Group: Leading independent creative agency with offices in Auckland and Sydney, with growing presence in Australia. Directly comparable as an ANZ-focused independent creative shop pursuing similar enterprise and consumer brand clients with integrated strategy, creative and digital offerings.
• Stanley St: Auckland-based independent creative and digital agency. Directly comparable as a smaller NZ independent with an integrated creative and digital service mix, competing for similar mid-to-large NZ enterprise clients across brand, digital, and content engagements.
• Federation: ANZ independent agency headquartered in Melbourne. Directly comparable as an independent creative and media agency operating across both NZ and Australian markets, with a similar integrated service model spanning strategy, creative, digital, and content.

Broad incumbents

• Ogilvy New Zealand: NZ presence of Ogilvy, a global WPP-owned network with deep PR, advertising, and digital capabilities. Broadly incumbent peer: competes in pitches for the same enterprise and government clients, with particular overlap in the digital, content, and social media service lines.
• TBWA New Zealand: NZ arm of the TBWA global creative network, known for disruptive creative work. Broadly incumbent peer: competes for the same major NZ brand and enterprise mandates, offering a similar combination of creative, digital, and media services.
• Saatchi & Saatchi New Zealand: NZ arm of the Saatchi & Saatchi global network, one of the largest agencies in the market. Broadly incumbent peer: competes for the same enterprise and consumer clients but with deeper resourcing, global network leverage, and broader capability portfolio.
• DDB New Zealand: NZ office of DDB Worldwide, a major global creative network. Broadly incumbent peer: contests the same NZ enterprise accounts with the backing of international network tools, talent, and procurement leverage that an independent like BCG2 cannot match.
• Y&R New Zealand: NZ office of the Y&R (now VMLY&R) global network, offering integrated brand, digital, and communications services. Broadly incumbent peer: contested the same enterprise pitches and serves clients in overlapping sectors including FMCG, financial services, and government.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/bcg2nz
• LinkedInnz.linkedin.com/company/bcg2
• Instagraminstagram.com/bcg2_nz

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BCG2