Independent creative content and media agency Edge has merged with digital experience shop Nibble Digital to create Nibble Edge.

The newly consolidated digital creative agency will deliver end-to-end across communications and digital experience services, bringing together 30 specialist talent, including an offshore team of more than 20 designers, developers and producers in Chennai India, with a creative production studio that delivers thousands of digital assets for clients.

The mergers follows years of close collaboration between the two firms, with Nibble Digital co-founder Deepika Rodrigo to take the helm of the merged entity as Managing Director.

Rodrigo, with 15 years of experience delivering digital solutions to Australian brands including Citibank, Westpac, AMP and Sydney Opera House through offshore teams, launched Nibble Digital alongside co-founder Dorian Simes five years ago. The agency specialises in UX/UI, web development and creative production, and will significantly deepen the combined firm's expertise in financial services, bringing a suite of Fintech and Investment management clients across including Global X and Fidelity, as well as strong B2B experience across manufacturing, tech and construction.

Edge, founded over 20 years ago by Fergus Stoddart and partners, was one of the early-mover content agencies in market. It has since evolved into a full-service creative, content, and media agency.

"We think there’s a clear opportunity to disrupt the value proposition within our industry and provide effective digital and creative solutions for brands. We want to sit alongside clients complementing their resources," said Stoddart. "Over the years, Edge has done lots of great creative thinking and strategic work, but the end delivery has not always reached its full potential as we could not influence the digital experience or roll out the production as extensively as the ideas warranted. Combining Edge’s creativity with Nibble’s digital expertise and cost efficiency is a game changer. Now, we can deliver more value for less, meeting clients’ increasingly dynamic demands. As far as I know, there’s no other independent agency of our size with a similar creative focus that has this capability, which is very exciting."

"But the big thing for me is working with great people and making sure we enjoy what we do every day. I love working with Deepika, Dorian, and the Nibble team, they’ve got great energy and they make sure things are fun and easy for clients. After years successfully collaborating with them on lots of different projects, it was time to formalise our partnership."

Rodrigo added: "Over the past year, clients have consistently highlighted the opportunity for us to bring more creative and strategic thinking and tie it in seamlessly with our digital experience work and cost efficient production. The merger with Edge makes this possible. As long as we start with some smart thinking, with the technology now available and the slick processes we bring to glue everything together, our agile teams, available around the clock, can execute on ideas incredibly quickly."

The newly merged agency is reportedly working on several new initiatives set to launch to the market soon.