Krow promotes ‘home grown’ talent as co-founders exit

quarreyMission Group agency Krow London has overhauled its senior team following the departure of two co-founders, chief strategy officer Malcolm White and executive creative director Nick Hastings, some 15 years after they launched the business.

White is leaving the agency to complete a PhD in medieval literature, while Hastings has departed to take on personal projects. Their decision coincides with fellow co-founder Barry Cook taking on a part-time advisory role, leaving John Quarrey – the former boss of IMP and Arc Worldwide – to continue to run the show as group CEO.

Stepping up are deputy executive creative director Annie Fox, who moves to ECD, and planning director Matt Watts, who is promoted to group head of planning. Meanwhile, planning director Aileen Ross has been handed the role of group head of strategy, and creative director Darryl George is now deputy ECD. They all join Quarrey in the top team.

Launched in 2005, Krow was acquired by The Mission Group in 2018 in a deal worth up to £14.5m. Initially, it worked alongside Big Dog and shared offices in London. But in 2018, Mission underwent a major rationalisation, spearheaded by group CEO and former Big Dog boss James Clifton, which saw Big Dog folded into Krow and the number of agencies in the group reduced from 16 to 11.

Krow now has offices in London, Norwich, Leicester and Belfast and works for clients including Fiat Chrysler Group, Ferrero, Sky Vegas, Pret A Manger, Barclays, Aviva and DFS, although the latter is currently under review.

Quarrey (pictured) said: “The fact that the next generation of leaders at Krow is entirely home grown makes us extremely proud. The original co-founders have left a great legacy and this exceptionally talented new team will now drive this iteration of the agency forward into a new era.”

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