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.”