Creative and content agency Edge and digital experience specialist Nibble Digital have merged to create Nibble Edge.
The deal establishes a 30-person digital creative agency with a diverse set of strategic experience skills, including end-to-end communications and digital experiences; brand and creative strategy backed up by high volume, high velocity delivery.
Commercial details haven't been released. The merger follows years of collaboration between the two firms.
Edge was founded more than 20 years ago by Fergus Stoddart and others, one of the early-mover content agencies and has since developed into a full service creative, content and media agency.
Nibble specialises in UX/UI design, web development and creative production having been founded five years ago by Deepika Rodrigo and Dorian Simes.
The overseas team is based in Chennai, India, and now sits at more than 20 designers, developers and producers with a creative production studio which delivers thousands of digital assets for its clients.
Deepika Rodrigo becomes managing director. "Over the past year, clients have consistently highlighted the opportunity for us to bring more creative and strategic thinking and tie it in seamlessly with our digital experience work and cost efficient production," Rodrigo said.
"The merger with Edge makes this possible. As long as we start with some smart thinking, with the technology now available and the slick processes we bring to glue everything together, our agile teams, available around the clock, can execute on ideas incredibly quickly.”
Fergus Stoddart at Edge said the merger will provide transformational value delivery for clients.
“We think there’s a clear opportunity to disrupt the value proposition within our industry and provide effective digital and creative solutions for brands. We want to sit alongside clients complementing their resources," he said.
“Over the years, Edge has done lots of great creative thinking and strategic work, but the end delivery has not always reached its full potential as we could not influence the digital experience or roll out the production as extensively as the ideas warranted.
"Combining Edge’s creativity with Nibble’s digital expertise and cost efficiency is a game changer. Now, we can deliver more value for less, meeting clients’ increasingly dynamic demands. As far as I know, there’s no other independent agency of our size with a similar creative focus that has this capability, which is very exciting.
“But the big thing for me is working with great people and making sure we enjoy what we do every day.
"I love working with Deepika, Dorian, and the Nibble team, they’ve got great energy and they make sure things are fun and easy for clients. After years successfully collaborating with them on lots of different projects, it was time to formalise our partnership."
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