In a strategic move Nottingham-based Eight Days a Week Print Solutions (EDWPS), currently in the midst of a repositioning to become Eight Group encompassing Eight Plus, has teamed up with Crawford Technology Consulting (CTC) to acquire London-based creative digital marketing agency Marketlayer for an undisclosed sum.
The transaction, which was completed on 26/04/24, 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. Marketlayer has a strong customer base and offers innovative digital communications across a range of sectors. Gabe Cooney will retain his role and continue to oversee the day-to-day operations of the business.
Lance Hill, Eight Group Managing Director
CTC Director Darren Crawford, who until recently was Chief Technology Officer of The Go Inspire Group comments “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.”
On the deal, Gabe 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.
Cooney’s background in data and understanding of print and direct mail align well with Eight Group’s objectives, making Marketlayer a suitable addition to the group.
On hearing of the deal 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 acquisition did not require external finance and was structured with an upfront payment and deferred consideration.
Overall, the acquisition represents a strategic move for Eight Group to diversify its offerings and capitalise on Marketlayer’s expertise in digital marketing. The collaboration between key individuals with complementary skills and the alignment of business objectives indicate a promising future for the combined entity.
