Between the Lines: Digital finds perfect match

The decision to bring Agency Republic and Claydon Heeley Jones Mason together under the new chief executive, Martin Brooks (page 3), is particularly interesting because, according to Brooks, the group will now be "digitally led".

That's a big change. Not long ago, digital marketing attracted the kind of shoestring budgets that most agencies would not bother to get out of bed for. Now, the money spent on digital direct response is rivalling - even overtaking - spend on traditional direct mail, and almost every DM client is asking for strong digital credentials from their agencies. Claydon Heeley and Republic have won some good pieces of business by teaming up to pitch together - the Egg account won at the end of last year is just one example.

Last year, one of Agency Republic's clients, Parcelforce, moved its entire £3 million DM budget into digital. Rather than viewing the switch as a threat, this new group will be hoping to take advantage of the fact that the marriage between digital and DM is starting to look like the proverbial match made in heaven.


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