St Ives Group has merged three of the agencies under its umbrella, mirroring the current trend of consolidation at big agencies.
Response One, Amaze One and Occam will, from 19 March, be known as Edit in an effort to unite the group's data science and marketing technology to power through-the-line CRM and media for its clients, such as Cosmos Travel, Azzurri Group, Pizza Hut as well as auto firms like Citroen, Fiat and JLR.
In bringing the three businesses together and combining 200 staff across Bath and Manchester, Edit's chief executive Damian Coverdale claimed the company will be able to "deliver results across the entire consumer journey, from awareness and acquisition to retention, repurchase and advocacy".
He went on to explain: "Disruptive technologies, complex consumer journeys and the speed of change make engagement today extremely challenging. Brands address this by coordinating marketing across internal teams, specialist agencies and numerous channels often resulting in inefficiencies and a lack of effectiveness."
The consolidation comes days after the group announced that it is curtailing its marketing activation division with the £6m sale of numerous assets to SelmerBridge.