STW Firms Merge for Shopper Activation Services

In Australia, shopper activation agencies Evocatif and iCRE8 have joined forces to expand parent firm STW Group's retail capabilities.

Marketing group STW recently strengthened its insights division with the launch of a specialist market research data collection agency called Touchpoint Research Australia.

The latest merger is another step in STW's retail services and field marketing expansion. In October, it announced it had taken a stake in 'voice of the customer' specialists Feedback ASAP, and in July, it entered a mystery shopping joint venture with international field marketing firm Smollan.

Founded around 20 years ago, Evocatif aims to connect with consumers at every point along the path to purchase. The firm was founded by Janet Bailey and Brett Nichol.

Boutique comms agency iCRE8 specialises in campaigns focusing on end-users and their buying motivations and habits, in order to influence consumers at the point of purchase (POP).

Following the merger, the firms will be known as Evocatif and be run by Bailey and Nichol, while iCRE8's Directors Melissa Gamble and Gareth Brock will also take on leadership roles.

'We're delighted to see these two strong capabilities come together to build even bigger momentum and differentiation,' said STW CEO Michael Connaghan (pictured). 'We see big growth in our retail and activation sectors, driven by standout businesses like the new Evocatif.'

iCRE8 staff will move to Evocatif's Pyrmont offices this week in advance of the merger on January 1, 2011.

Web sites: www.stwgroup.com.au , www.evocatif.com and www.icre8.com.au .