Edinburgh-based sister agencies Signal and Brightsource have joined forces under the Signal brand employing 250 people across their offices in Edinburgh, Cheltenham and London.
The merger brings Signal's Digital and CRM expertise together with Brightsource's specialisms in data and marketing operations.
The move is regarded as a logical next step by both teams, as they seek to mobilise around the big challenges facing their clients.
The announcement comes two years on from the launch of Signal in 2016, which united agencies Tangible, Instinctiv and Blonde Digital into one brand.
Group CEO John Rowley explained the reasoning behind the decision:
“For some time now, breaking down boundaries within their own businesses has been a key priority for our clients and we have increasingly focused on helping them build their own marketing capabilities. This merger simplifies access to our specialist services and means we can help them rapidly generate even greater efficiencies.”
Signal’s Managing Director Barney Hosey – who headed up both agencies prior to the merger – added:
“Signal and Brightsource clients no longer see ‘digital, ‘CRM’ or ‘production’ as separate considerations. But they do need strategic and operational support to help them navigate the increasingly complex marketing landscape.
With this in mind merging our two specialist agencies makes total sense. It consolidates our strategic, creative, data and technology expertise and enables us to work as one unified team to help our clients do more for themselves.”
Financial services clients include Lloyds Banking Group, RBS, Sainsbury's Bank, Bank of Ireland, Baillie Gifford, and Scottish Friendly. Not for profit/charity clients include the British Heart Foundation, British Red Cross, Edinburgh Festival Fringe, Medicins Sans Frontiers, The Salvation Army, WWF and UNICEF. A growing client base in the health sector includes Bupa Dental Care, the Innovative Medicines Initiative and the European Diabetes Forum.
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