Re-born St Ives offshoot Edit wins Shell CRM

Customer engagement agency Edit has won Shell’s Global Fleet Solutions CRM account after a four-way pitch. It’s a three year contract involving a team in London co-ordinating 24 international markets.

Edit CEO Damian Coverdale says: “Going up against some big names in the industry and winning is a huge achievement, and justification of the strategic changes and investments Edit has made over the last 18 months. We expect this to be the start of a long and fruitful relationship for both businesses.”

Nice for them. what’s perhaps more interesting is that Edit is part of Kin + Carta, the new moniker for St Ives Group which used to be one of the UK’s biggest printers. St Ives (as was) sold its print businesses and is now one of a small group of (once) print-based production companies that seem to be in demand from big clients for their ability to handle all the stuff we used to call below-the-line.

Williams Lea Tag (WLT) is another, WPP’s Hogarth a third although both these now have substantial film and video businesses: WLT with Smoke & Mirrors and Hogarth with Gramercy Park Studios.

Just as once infashionable direct marketing seems to be taking over from advertising in the digital age, good old production is proving surprisingly durable and profitable.

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.