Love has signed up to an innovative commercial relationship with Brewdog.
The equity partnership means the Manchester agency will reduce its creative fees, but gain bonuses based on the commercial success of the brands they help to create. They will get an equity stake in the BrewDog business via its Equity for Punks investment operation.
“I am super pumped about this partnership with LOVE. They are a dynamic, disruptive agency who are a joy to work with. Lots of agencies talk about partnering in this way,” said BrewDog Managing Director, David Gates.
“Love are one of the few that actually deliver on an agreement where are jointly invested in the success of BrewDog distilling. It is fantastic having a creative partner that cares as much about the business performance of the brand as we do.”
Love started working with the brand by updating the identity of its gin brand, LoneWolf. Since then it has developed Brewdog Distilling Co products, with a premium vodka and gin, plus a number of others in development.
“We’re more than willing to put our money where our mouth is when it comes to the effectiveness of our design work. However, the model only works when you have an equally ambitious and progressive client, which is what we have in BrewDog,” added Love CEO, Trevor Cairns.
“They fully believe that LOVE can help make their brands more successful, equally we fully believe in Brewdog, their ambition and the quality of their product – so much so that we’re willing to sacrifice fees to become shareholders in the business. In my opinion, there is no bigger statement of intent for an agency than that”.
Since it was founded in 2007, BrewDog has raised around £60m from 78,000 small investors, also known as “punks.”
