Crayon and HS&P to merge
13 Mar 2009
Digital agency Crayon and relationship marketing agency HS&P have confirmed that they plan to merge into a combined new agency, with a combined staff of over 70.
The new agency has already launched an email marketing tool called SICAMS that will enable brands to tackle issues of deliverability, measurability and best practice.
SICAMS has been devised to allow retailers to personalise and populate email communications at source, in order to ensure they can send communicate with customers and prospects while also maintaining core brand values.
The Crayon and HS&P deal was engineered by HS&P's chief strategy officer Mark Runacus and Crayon's managing director Richard French, who began discussing a formal partnership over a year ago.
Both agency brands will remain, as will the full management teams. The newly-formed group's clients will include Aviva, BT, Diageo and Honda.
Runacus said that the agency has aggressive plans for digital and wanted to speed up their client offering. French added that a simple SWOT of both businesses led them to believe that Crayon had online customer journey offering and HS&P had strong data and loyalty credentials. The fit was obvious - an integrated client product with a strong focus on digital.
