UK Marketing Group Re-Focuses on Insight

In the UK, relationship marketing firm HS&P Group has merged its various divisions - Crayon, HS&P, Legends and the Loyalty Practice - into one agency which will focus on consumer insights, creativity and accountability.

The agency - now re-branded as Crayon - will deliver data, loyalty and word-of-mouth marketing. Its three areas of focus are:

• Consumer insights, gained from data understanding, research and user testing
• Creativity, to inspire ideas across all channels, and
• Accountability, whereby communications will be measured to provide clients with a clear ROI.

Matthew Brown becomes CEO of the agency, while co-owners Justin Hicklin and Mark Runacus become Senior Partners. The management team will be made up of Managing Partners Andy Hunt-Cooke and Richard French, Planning Partner Dan Thwaites and Creative Partner Andy Barwood.

Headcount now stands at more than 100, and the firm says that the merger 'further cements' Crayon's commitment to grow.

'Our industry is about grabbing people's interest, involving them, making a transaction with them, and being able to measure that transaction and the multi-channel journey the customer took towards it,' explains Brown. 'By combining both the skills and experience of all the HS&P Group brands, we are best placed to challenge, innovate and help our clients stay ahead of their competitors.'

Web site: www.crayonlondon.com .