Meet the team: Event visits the offices of agency Frukt

It may not have started out as an agency, but Frukt evolved to take on all the tasks an agency would handle.

The agency's clients include:  Jägermeister, Tia Maria, MasterCard, Nando’s and Energizer (Julian Dodd)
The agency's clients include: Jägermeister, Tia Maria, MasterCard, Nando’s and Energizer (Julian Dodd)

Jim Robinson - Managing director, client services

An agency man through and through, Robinson's first step into the industry was at a print company in 1997. He then gained experience at McCann Erickson and Momentum, before joining Frukt in 2011.

How has the company developed?

When I joined, Frukt had been calling itself an agency for only a year or two - before that it was a strategic consultancy, and acted as a go-between for brands and the music industry. That developed over time.

It started doing strategy, then a bit of planning, then creative for brands and, before they knew it, it was doing all the things an agency does.

What do you think being an 'agency' has added to the company?

It has added process. One of the first things I did when I joined was to arrange account teams, rather than having lots of people doing lots of different things.

Back then it was very project-based and very entrepreneurial - if we saw an opportunity we just went for it. Now it's more structured. We choose the things that we will go after, and when an opportunity comes through the door we collectively review and decide whether it's the right thing for us.

How do you see yourself progressing at the agency over the next few years?

We have grown considerably in recent years, and I am keen that we continue this by hiring great people and maintaining strong relationships with clients.

For me personally, that means leading the team, doing great work and always trying to make work fun. I have always taken that quite seriously.

Fran Martin - Creative producer

Martin worked at music and sports marketing agency Ear to the Ground for eight years before joining Frukt. He had risen up through the ranks of his previous agency, working as project manager, senior project manager and finally head of brand activation.

How did you secure your job at Frukt?

For five of my years at Ear to the Ground I worked with Frukt as a client of mine. Last year I was keen to explore whether it would be possible to work here - it was good timing because they were keen to start pushing the live events offer more. What we now offer in events feels stronger than the work we did together over the previous five years.

What qualities does Frukt look for in its staff?

There are quite a few different departments so that means there are all types of personalities here. But I would say there's a sense of fun among 99 per cent of people 99 per cent of the time. There's a desire to do great work, to push things on and not to just churn. Do you have to love music? I certainly think it helps.

What is your remit as creative producer?

To add rigour to the process and make sure we do things properly, without being generic. In a typical day I may meet a new supplier, invite someone in for a presentation or work on a project that needs a push or steer. I often collaborate both with the people here and external partners to see projects through from concept to delivery.

Laura Willis - Graphic designer

Willis joined in October 2013. Before that she was a freelance designer working for broadcast agencies such as Nickelodeon and MTV.

How does the design department contribute to Frukt's live offering?

We're involved from the start, right until the build of the site. We help the production team on the pitch with their moodboards for visuals, uniforms and the look and feel of the initial concept to help them sell it. We'll liaise with printers and suppliers to make the materials, and look for potential problems before anyone spots them in the field.

What's been your favourite project to work on here?

The Tia Maria Cool Beans float was really good. The client wanted to source a milk float but they are really hard to come by, and they only go 10-20 miles an hour. So we had to repurpose and refit a van to make it look like one. We created the identity and it now goes to festivals serving iced Tia Maria drinks. It has a retro 1950s feel and has been a huge success.

How was the transition from freelancing to working in-house?

It was the best - Frukt's portfolio seemed like a perfect fit straight away. We have a special bond between all staff. It's super social, fun, supportive and really hard-working.

Key stats:

Full-time staff: 63 in the UK

Established: 2001

Longest-serving client: Coca-Cola

Sectors: Alcoholic and sparkling beverages; technology and telecommunications; FMCG; financial services

Around the Corner

The agency will continue working on music projects with Tia Maria, Jagermeister, Mastercard, Nando's and Energizer. It will also deliver activations for O2.

Future events

Three brand activations at Bestival, along with a large experiential campaign for Budweiser that starts in September.

More: Jägermeister hires Frukt for music activations

Comment below to let us know what you think.

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