The new arrangement supercedes Digit’s previous partnership with WPP ad agency JWT. Digit had merged with JWT in 2007, prior to the departures of consultancy co-founders Andy Chambers and Daljit Singh.
The new partnership will see Digit and the Brand Union collaborate on projects, although both consultancies will also continue to operate on their own and work independently as well.
Toby Southgate, UK and Ireland chief executive for The Brand Union, says, ‘Up to now, none of the global brand consultancies has established true cross-channel capabilities, in depth and with integrity.
‘No digital agency has built global scale, without evolving into a communications business.’
Laura Simon, managing director of Digit, says, ‘The opportunity to link brands more closely with everyday consumer interaction was too good to miss. The combination of talented people and contrasting yet complementary skillsets, means the thinking and the output for the client has relevance from the outset.’