Edge Marketing rebrands after acquision

The buyout of New Media extends Edge Marketing’s footprint in Southeast Asia to include New Media’s head office in Bangkok. Edge, which was founded in 2004, currently has offices in Ho Chi Minh, Hanoi and Singapore.

The joint operation will be headed by Edge’s director of digital and CRM strategy Peter Fitzgerald, and Pittayaporn Chumroom, New Media’s former business director, has been appointed general manager in Thailand.

According to New Media Edge, all of New Media’s Thailand staff will continue working in Bangkok.

Chairman of the Edge Group Patrick Pitcher (pictured) - who is also the former CEO of Saatchi & Saatchi Asia Pacific and Africa and former CEO of JWT Asia Pacific South - said the merge of digital advertising and CRM marketing bolsters the agency’s profile as these properties are “exactly what marketers are looking for.”

“Not only is it a powerful tool, it is highly measurable which distinguishes it from traditional ATL advertising,” Pitcher said in a release. “Right now in the midst of the worldwide financial crisis, clients are desperate for more measurable results and accountability for their spend. It’s all about ROI.”

Edge Marketing’s key clients include Johnnie Walker, Kronenbourg 1664, Prudential Finance and Orion Foods, while New Media holds accounts with Citibank, Microsoft, Pepsi, Samsung and Thai Airways.