Sister agencies Signal and Brightsource are joining forces under the Signal brand. The merger brings Signal's digital and CRM expertise together with Brightsource's specialisms in data and marketing operations.
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 chief executive John Rowley said: “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."
Signal will now employ 250 people across their offices in Edinburgh, Cheltenham and London, specialising in working with regulated brands. The agency’s client base includes financial services brands such as Lloyds Banking Group, RBS, and Sainsbury's Bank, not-for-profit seven charity clients such as the British Heart Foundation, British Red Cross, Edinburgh Festival Fringe, and UNICEF, and a growing number of health sector clients such as Bupa Dental Care and the European Diabetes Forum.
Signal and Brightsource are both subsidiaries of Cello Health Group plc, and share offices in Edinburgh, Cheltenham and London.