Start-up Krow wins Madame Tussauds task

Madame Tussauds has picked start-up agency Krow – set up earlier this year by former D’Arcy chiefs Barry Cook and Nick Hastings – to develop business ideas and marketing programmes.

The agency says it will develop the Tussauds Group-owned brand using a range of communications. The client is Krow’s first, but the budget is undisclosed.

Krow opened its doors in October. It was set up by former D’Arcy management team Cook and Hastings, ex-Euro RSCG planning director Malcolm White, and John Quarrey, who was previously chief executive of Arc EMEA.

Madame Tussauds general manager James Bradbury says: “Krow will help us develop business ideas and communications programmes that complement our core business, but give us the opportunity to bring in new streams of revenue.”

Madame Tussauds attracts more than 2 million visitors a year. Tussauds Group, which also owns theme parks Alton Towers, Thorpe Park and Chessington World of Adventures, and the London Eye, was bought for &£800m by investment firm Dubai International Capital this year.

Quarrey says: “This project will enable us to use the full range of our expertise, from name-generation to communications.”

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