Leading residential agency McGrath Estate Agents has formed a new and strategic partnership with Canvas Group, one of the most highly regarded and respected creative agencies, to collaborate on all facets of brand, design and content in a co-working environment.

McGrath CEO Eddie Law said this was an significant milestone as it enables the network to have greater accessabilily to harness the talent and energy of a full-service creative agency and at the same time, give the McGrath marketing and technology team the firepower to be both agile and service focused in their delivery of creative content.

“It is important that we continue to raise the bar in areas that drive results with an ability to streamline the process in delivering an outstanding creative marketing platform offer and customer experience for our own network and our clients in a cost effective and efficient manner.

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“We believe this will be exciting for the industry as we bring the agency vibe and cultural diversity into our own real estate business services model. Equally important for McGrath is to ensure we have the very best talent in the areas that are driving our growth plans,” Mr Law concludes.

The Canvas Group will bring a team of 12 to be housed at the McGrath Pymont Head Office and consist of a mix of creative directors, designers, art directors, digital designers and developers – all of whom will collaborate with the existing McGrath MarTech team and showcase the best of breed in their respective fields. 

Mr Law believes this new approach will benefit the real estate industry as a whole.

“There is little doubt that transformation continues to revolutionise the real estate industry, and as such we are committed to being at the forefront. Our added focus has been to maximise the return on investment for agents and their customers, and this collaboration will streamline the delivery of brand and marketing campaigns across multiple digital platforms which is somewhat fragmented in our industry. As a brand, we are equally focused on how we form innovative connections with our clients on all levels.

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“Importantly, bringing the Canvas Group into our space will enable a depth of creative energy, resources and output that until now has been outsourced to a variety of providers. A consistency of brand, content and messaging will allow our entire agent network and internal business units to have access to an in- house agency to service their local design and campaign needs in an efficient, nimble and cohesive way.”

McGrath has worked with Canvas Group since mid 2019, on the successful relaunch of the mcgrath.com.au and also the recent McGrath Report 2021.

“Their creative and technical ability to immerse themselves in our brand and deliver complicated projects with a passion and technical capability has been outstanding on all levels from a client perspective.” Mr Law concludes.

Jorge Castillo, Co-Founder and Chief Creative Officer of the Canvas Group said the synergy established with the McGrath team and that of his agency was evident from the beginning.

“There was such a synergy, energy and excitement around our first collaboration with the redesign and relaunch of the McGrath website in what was a technically complex project spanning many months.

“It broke the traditional model of a client and agency relationship. We felt like an in-house team sharing a like-minded energy and passion to deliver the very best in terms of creative design and functionality.

“We will be working along side McGrath’s marketing team to update their CRM marketing tools for a better user experience and want to ensure that we enhance the consumer experience through the brand.

“We are honoured to be welcomed into the McGrath team to collaborate with them, yet our ability to continue to operate our business and agency we believe will bring an added dimension of diversity into our offering.”

Canvas Group, whose diverse client list includes Destination NSW, WesTrac, Stockland, Australian Maritime Museum, Concrete Playground and the Australian Cancer Research Foundation.

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