Edge adds Warchest to its armoury

Edge, the independent advertising, content and media agency, has announced a partnership with Mutiny.

The partnership means that Edge will embed Mutiny’s WarChest media investment analytics platform into its media and consulting operations.

Says Richard Parker, executive planning director at Edge: “With the rise of zero-based budgeting for media and marketing functions, we knew the next stage of a sophisticated media offering was a media investment analytics platform. WarChest allows us to effectively predict, optimise and treat media as a financial investment for our clients and to consistently demonstrate the business value our Relentless Relevance proposition brings in financial terms.”

Says Matt Farrugia, managing partner at Mutiny: “We’ve been working with a number of large brands and their agency partners to implement the power of media investment analytics. Edge, through their media offering, have wanted to take this a step further — integrating the power of the offering as core to their media offering. We couldn’t be happier to support them and partner with them to bring this to life.”

As part of the offering, Edge staff will be offered platform accreditation for WarChest and consistent training on financial return models, bringing Edge’s team to the forefront of commercial media investment.

Edge’s media business has been growing steadily since its launch four years ago as clients gravitate to an integrated agency service. Media clients include Bupa, Nulon, Zambrero, Auto One.

The partnership is effective immediately and will be built into Edge’s offering for relevant clients.