St Ives Group is planning a major overhaul of its data and direct marketing agencies by merging Response One, Occam and Amaze One and rebranding them as Edit, as well as relocating all staff to a new office in Bath.
The merger of Occam and Response One has been on the cards for a while, however, Amaze One has now been included in the restructure. Sources say the relaunch is scheduled for March 19.
Occam was launched in 1993 and became one of St Ives’ first marketing acquisitions in 2010 in a deal worth £12.6m. Its office are on Manor Farm in Chilcompton, Radstock in Somerset.
A year later St Ives bought Response One, which was launched in 1998, for £19m. It has separate offices at The Old Dairy, in Bath.
Meanwhile, Amaze One was launched as joint venture between Occam and Amaze in 2015. It has offices in London, Bristol and Edinburgh.
However, the three companies work closely on a number of accounts. Many of the senior team, including group CRM director Sarah Hooper, head of strategy and engagement Toby Brown, group strategy director Rob McGowan, client services director Cathy Grant and associate director Helen Bowling already work across all three businesses.
It is understood that the merged operation will be headed up by Response One chief Damian Coverdale, who has been at the agency since 2003. He previously had spells at The Response Team and Carat.
Earlier this week, St Ives Group reported that its Strategic Marketing division, which includes the three agencies, delivered like-for-like revenue growth of 23% during the past six months, and accounted for 85% of operating profits.
At the time, chief executive Matt Armitage said: “Trading continues to be strong in this segment. We are encouraged by new projects won from both existing and new clients, and excited by the opportunities generated from increased collaboration between our businesses.”
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