Signal was founded in 2016 with the consolidation of a number of marketing agencies – Tangible, Instinctiv and Blonde Digital – under a single name. Brightsource’s own absorption into the brand was described as the “next logical step” in Signal’s evolution.

The two firms have already been sharing offices and a management team in Cheltenham, with around 125 staff apiece now combined officially into a team of 250 people. Barney Hosey, who headed both entities before the merger, will serve as managing director of Signal.

Hosey said: “Brightsource’s core capabilities have always centred around data-driven production such as direct mail rather than general print management. It is responsible for one of the biggest outputs of direct mail volume in the UK and has a proud heritage in print.

“What sets us apart now, combined with Signal, is that we have the technology to streamline our operations around data and analytics. It’s a fit made in heaven.

“It means we can do more complex work and connect directly with our clients’ in-house setups. We want to be recognised as a business that enables automation and aids clients in the streamlining of their own marketing operations. It is a lot easier to mobilise now.”

Signal has in-house pre-press capabilities and, according to Hosey, provides its clients with “ready-to-go composed files” for their direct marketing campaigns.

The company has offices in Cheltenham, Edinburgh and London and primarily serves clients in the charity and financial sectors, combining digital, CRM and production services. Its combined turnover is now £52m.