Branded3 folded into Edit in final part of St Ives jigsaw

St Ives has finally worked out where its digital marketing shop Branded3 should lie in the group’s new structure after revealing it has merged the agency into Edit to form a single, 265-strong marketing business based across Bath, Leeds and London.
Quite why it has taken so long for the decision remains a mystery; Edit was formed in March this year following the merger of Response One, Amaze One and Occam. Amaze and Realise joined forces last month.
Branded3 has historically worked closely with the Amaze and Realise, with the trio pushed closer together under the leadership of then Realise chief executive Tony Murphy. He has since stepped aside; Amaze Realise is spearheaded by Fiona Proudler.
St Ives insists that Branded3’s social media, content and search marketing capabilities will nw be enhanced by Edit’s data science and technology teams.
Edit and Branded3 staff will remain in their respective Bath, Leeds and London locations, and the agency will be headed up by Edit’s chief executive Damian Coverdale (pictured), with Branded3’s former CEO Tim Grice taking the role of chief media officer.
Coverdale said: “Both agencies have always worked closely together, but we believe that uniting Edit’s existing CRM, data, tech and media specialisms with Branded3’s SEO and content marketing expertise will create a single world-class digital and data agency that offers a truly unique proposition within the market.
“The merger will give us a greater presence across different parts of the UK, and it will enable us to expand our offering to clients – delivering results across the entire consumer journey, from awareness and acquisition to retention, repurchase and advocacy. I’m hugely excited at the possibilities this will open up.”