KRU Live, a live engagement agency, has been acquired by Brand Partnership Group, a leading network of agencies and partners dedicated to driving brand innovation and long-term growth through strategic partnerships.
This milestone is the next phase of KRU Live’s 20-year journey from a small start-up in Southampton to a global leader in brand experience staff.
Founder Tom Eatenton, who launched the agency in 2005, will close the business as part of the transition.
Sarah-Jane Benham, CEO of Kru Live Global, will continue his leadership role and play a key role in the group’s ambitious growth plan.
Benham said: “This is a critical moment for Kru Live. From humble beginnings to where we are today, we couldn’t be more proud of our team and the legacy we have built. By joining our Brand Partnership Group, we can unleash new opportunities, resources and scale that drives growth and enhances the value we bring to our clients and staff.”
The Brand Partnership Group is best known as Back Behing Back Behing Square from Blue Square, an award-winning retail marketing and outsourcing field sales solution, working with leading brands such as Samsung, HP, Shark Ninja and EE.
The group is a dynamic network focused on helping brands navigate change through partnerships rooted in consumer insights, digital transformation and scalable innovation.
“We’re looking forward to seeing you in the future,” said Andrew Leaver, CEO of Brand Partnership Group. “We have long admired KRU Live for bringing excellent reputation, premium service and passion to every campaign. They represent the best in experiential staff and brand engagement and are excited to welcome the group.
With this acquisition, Kru Live is poised to expand its global footprint, deepen its client relationships, provide even greater opportunities for teams and networks, continuing to provide the world-class service and culture that it is known for.
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