LONDON — Saturday London, the ad agency responsible for campaigns including Mr Porter, H&M and Calvin Klein, has merged with sister agency Wednesday, the creative digital agency that counts Tory Burch, John Varvatos and Proenza Schouler as clients. The new full-service agency, called Wednesday, will operate in New York and London and sit under parent company, The Saturday Group, along with the group’s other businesses, which include fashion sales agency Tomorrow, PR agency RMO, fashion magazine Industrie and ITB, the joint venture with Independent Talent Group that provides talent negotiation and brand creation.

Led by co-founder and chairman Jens Grede, co-founder and chief creative officer Erik Torstensson, chief executive officer Glenn Jones and chief operating officer Katie Reik, a team of over 103 people will deliver a range of creative services including advertising, art direction, graphic and interactive design, e-commerce, mobile, social media, content and brand strategy.

Torstensson said that the decision to merge had been “remarkably easy” and driven by the agencies’ clients needs. “In recent years, client briefs have become increasingly integrated,” he said. “The two agencies have met the challenge by forming cross-agency teams for a number of clients. We are in the business of creative ideas, strategy, art direction and design, whatever the medium and platform. Digital is vital, if not the center, of any marketing campaign. Image creation, content and moving image is a crucial part of any digital brief.”

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