Vitamin London, the digital innovation studio in the Multivitamin Group of companies is pioneering a new, agile agency model. Building on the company's seven-year legacy of innovative excellence and fast growth, the progressive new model focusses on providing early value for their partners while cutting bureaucracy.

"Tech is changing," says Jacob Beckett, founder of the Multivitamin Group. "Digital agencies are falling behind with the big ones being blighted by bureaucracy and the smaller ones not getting the opportunities they need to create effective solutions. We're pioneering a model that bridges that gap. We balance big agency knowledge and resource while embedding our partners in our teams. It gets results and is changing industries."

Multivitamin Group's most recent merger with Comish agency, Creative Edge, is a demonstration in how M&A can fuel growth and extend service offering without diluting the relationship between partners and those actually designing, building and innovating.

Creative Edge has a 30-year history of servicing the world's biggest companies, from General Electric and Avis through to Co-op and BT. Merging with Multivitamin will bring an unprecedented level of digital expertise to the Cornish market bolstering the local economy. The agency will continue to be led by existing management team of Melinda Rickett, John Lowdon and Dan Mitchell.

The combined agency leadership team will be led by Beckett with James Holding continuing as managing director of Little Vitamin; Louis Knight-Webb has been newly appointed as managing director of Vitamin D.

Multivitamin has always avoided the traditional agency model and taken equity in the products that partner on from the start. Knight-Webb says, "I don't understand why we'd settle for building products for clients when we can partner with them and truly embed ourselves in their ideas, in their success. The benefits of being a big agency are diminishing – it used to offer media buying power, yet impressions now have the same unit cost. They used to give you a seat at the table for big accounts, but clients are becoming savvier."