by Herman Manson (@marklives) Bluegrass Digital is positioned as a digital production agency for ad agencies. Unlike many of their contemporaries, the agency isn’t trying to break into a through-the-line positioning. Instead, it focuses on what it believes it does best – implementation.
Born in the late 90’s as a hardware and networking company it evolved into a digital production agency and by 1999 had an office in London to take advantage of an outsourcing model that saw work done in South Africa, where labour was less expensive than in the UK, and a client facing team operating in London.
Nick Durrant, MD at Bluegrass Digital had joined his brother James, the founding partner of the business, to run the UK operation after four years in the world of banking. His focus was targeting agencies with skill, capacity or even budget constraints and convincing them that South Africa could produce and implement digital solutions in a cost effective and efficient way.