Eight Group swoops for London digital marketing agency
Nottingham-based Eight Days a Week Print Solutions (EDWPS), which is currently in the middle of a transformation to become Eight Group, has teamed up with Crawford Technology Consulting (CTC) to acquire London-based digital marketing agency Marketlayer for an undisclosed sum.
The transaction, which was completed on Friday (April 26), sees Eight Group acquire the majority and controlling interest with the remainder taken by CTC.
Marketlayer was incorporated in 2008 by its current managing director Gabe Cooney. The firm offiers digital communications across a range of sectors. Cooney will retain his role and continue to oversee the day-to-day operations of the business.
Eight Group managing director, Lance Hill, said: “This was a great opportunity to broaden our strategic and digital communications offering which will appeal to our existing customer base, plus a pipeline of new developments that are underway. Marketlayer has a solid customer base of their own, with a great customer-led service offering.”
CTC director, Darren Crawford, who until recently was chief technology officer of the Go Inspire Group, said: “I’m excited about the future collaboration between us all.
“Marketlayer has a first-class development team, and I believe that we can build upon Marketlayer’s unique and innovative technology to the benefit of theirs and EDWPS customers. I am especially happy to be working with Lance again.”
Cooney added: “Following 16 years of Data Direct, originally started with Robin Welch in 1992 offering database intelligence driven personalised printing, Marketlayer was my next chapter, designed to introduce our clients old and new into the digital world of email broadcasting.
“Myself and my team are delighted and super-enthusiastic to enter this next exhilarating and sensational chapter of our digital marketing journey, enabling all parties to combine and utilise our now second-to-none skill set being part of the Eight Group.”
Hill and Crawford have a history of collaboration, having worked together for 10 years at 4DM. They have sat on various industry boards helping shape the direct mail and digital integration landscape.
Hill regards Crawford highly for his expertise in technology-led solutions and commerciality.
Hill and Cooney have a longstanding professional relationship dating back to their time at Graphic Inline and Data Direct in the 1990s.
Robin Welch, ex-CEO of GI Solutions Group, said: “This is a fantastic pairing. I have worked with all the principles at various points in time, and I believe both businesses are a great compliment for each other bringing together the online and offline worlds for their clients.”
The deal did not require external finance and was structured with an upfront payment and deferred consideration.
