HS&P and Crayon merge and launch new email tool

Digital agency Crayon and relationship marketing agency HS&P have confirmed that their businesses are to merge, as first revealed by Marketing Week

Digital agency Crayon and relationship marketing agency HS&P have confirmed that their businesses are to merge, as first revealed by Marketing Week.

As part of its offering the new agency has launched an email marketing tool called SICAMS. The tool 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, with a total staff of over 70.

Runacus says: “We had aggressive plans for digital and wanted to speed up our client offering. Initially, it was thought that the way to do this was through collaboration on ad hoc projects when relevant. However, it quickly became clear that the synergies between the businesses could pave the way for something more permanent, so we started looking into the possibility of HS&P acquiring Crayon.”

French adds: “Mark and I drew up a simple SWOT of our businesses: Crayon had our 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. We can now extend our expertise in digital customer journeys across the entire piece.”

Latest from Marketing Week

Tesco, M&S, Just Eat: 5 things that mattered this week and why

m&s

M&S chief outlines digital-first strategy after profits plummet Marks & Spencer (M&S) is gearing up for a digital-first future, after its revealed on Wednesday (23 May) that profits had dropped a massive 62.1% to £66.8m compared to the previous year. A day earlier, the struggling retailer confirmed it will close more than 100 stores over […]

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here