The UK-listed group’s line-up features global healthcare PR agency Red Door, UK-based digital marketing agency TMW and US-based healthcare comms agency Cooney Waters – all three are adopting the suffix ‘Unlimited’.
Creston, which was founded in 2001, is introducing the Creston Unlimited concept in a bid to better convince clients and intermediaries its agencies can work together to handle integrated briefs.
Already around a third of Creston’s business involves two or more agencies working together, while the group has reduced the number of UK agency offices it has to encourage collaborative working, according to Barrie Brien, who took over as CEO from Don Elgie earlier this year.
All agencies have had Unlimited added to their name, although Fever, which is positioned as a boutique consumer PR agency, will go by both its existing name and Fever Unlimited. The retention of the Fever name is in order to retain the agency’s appeal to clients in its space, according to Lee Nugent, the MD of the Nelson Bostock Group, in which Fever sits.
Things With Wings, the other agency in the Nelson Bostock Group, is becoming Things Unlimited.
Brien told PRWeek there were no changes to agency management or P&Ls. Bosses will remain incentivised with bonuses related to their individual agency’s new business performance and share options in the listed company, rather than according to the performance of pooled business.
Earlier this year the ownership of Things With Wings changed from 100 per cent Nelson Bostock Group to a 50:50 joint venture with TMW, with Nugent claiming both shareholders profited from its digital production skills.