Clemenger takes equity stake in specialist rural and regional communications group Redhanded

The Clemenger Group has taken an equity stake in specialist rural and regional communications group, Redhanded Creative Pty Ltd.

Announcing the agreement in a joint statement with Redhanded owners Jim Gall and Paul Hand, Clemenger group executive Rob Morgan (left) said the move was a specialist play in a dynamic market sector focused on the agribusiness, food, fibre and health related industries.

Says Morgan: “Many people would be unaware that the food related economy employs 17% of all Australians. To put this in to perspective, the mining industry employs just 2.2%. Many of these people live and work in rural and regional Australia. In fact 7.5 million people live outside capital cities and the regional advertising market alone is presently estimated at $2.75 billion.

“For more than a decade, Redhanded has demonstrated a unique understanding of this category, not only in terms of stand out creative advertising, but also digital, media and research. It is a truly integrated communications business and we’re thrilled to have forged a partnership with them.”

Redhanded has an impressive multinational client list headquartered across the country from Melbourne, Sydney and Adelaide, along with international customers based in Beijing and Auckland.

Last week, Deloitte’s report, Positioning Australia for Prosperity – Catching the Next Wave, predicted six ‘super sectors’ that will grow faster than the rest of the global economy.  Agribusiness was singled out as one of these.

With the assistance of the Clemenger Group, the Melbourne based business will expand its physical footprint with additional offices in Sydney and Auckland.

Current managing partners, Gall and Hand will become managing director and executive creative director respectively, and will continue to lead the company and it’s 20+ staff in to its next chapter.

Says Gall: “Paul and I are extremely excited about partnering with such a professional and culturally aligned business as the Clemenger Group.  Redhanded and Clemenger share very similar values and a real respect for their clients, staff and work.  There is a tremendous amount of additional value we believe the partnership will bring to clients of both businesses.”

Says Hand: “Our proposition is simple in that country and city people are fundamentally different, so they need to be spoken too differently. There is a divide that exists in terms of values, attitudes and behaviors and unless marketers respect this difference, their brands are far less desirable.”

Morgan says his Group was impressed by what Redhanded had achieved in a relatively short period.

Says Morgan: “Redhanded came to our attention when they sought our collaboration on a project in New Zealand. We liked their business model, their vision for a specialist rural/regional marketing services group, and their solid and consistent growth.

“Jim and Paul are obviously critical to the business and will continue to lead the Agency and help fulfill the Redhanded vision for many years to come.”