Crafted
Crafted is a UK-based full-service digital marketing agency serving enterprise and mid-market clients across retail, property, hospitality, charity, and cultural sectors with digital products, growth marketing, and discovery/insight services anchored by Kentico and Umbraco platform expertise.
- Company typePrivate
- Founded2007
- HeadquartersIpswich, United Kingdom
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Crafted does
Crafted, operating legally as Crafted Media Ltd., is a UK-based full-service digital marketing agency headquartered in Ipswich, Suffolk, with between 51 and 100 employees. Founded in 2007, the firm delivers integrated digital services to enterprise and mid-market clients across diverse sectors including retail (MUJI, Cole Haan, Turnbull & Asser), property (Persimmon, haart), travel and hospitality (Preferred Hotels & Resorts, Santa's Lapland, LeShuttle, Burgess), charity (Médecins Sans Frontières UK), and cultural institutions (Natural History Museum, British Museum, British Library, English National Ballet).
The service portfolio is organised around three pillars: Digital Products (websites, systems, apps, with deep CMS implementation capability as Kentico Gold Partner since 2009 and Umbraco Gold Partner), Growth Marketing (paid search, programmatic display, social advertising, SEO and content), and Discovery & Insight (strategy, audience analysis, conversion optimisation). Underlying infrastructure relies on Microsoft Azure for hosting, Google Ads, Meta Ads, StackAdapt, Quantcast, and an expanding set of Connected TV and Digital Out-of-Home partners. The agency maintains two proprietary assets: the Cognition insight toolbox, which combines third-party data platforms with AI-driven analytical tooling, and a custom Ad Preview Tool that automates multi-format creative sign-off. An internal AI Guidelines Framework governs responsible AI use.
Commercial operations run on a professional services model combining project-based and retainer engagements, distributed through direct enterprise sales, website enquiry channels, and client referrals. Pricing is bespoke and not publicly disclosed. In January 2024, Crafted completed its first known acquisition, purchasing Brighton-based SiteVisibility to deepen search and performance marketing capability, and subsequently expanded into hospitality operations through the Crafted at Powdermills venue in East Sussex. The firm is privately held with no disclosed external funding, holds ISO 14001 (since 2017), ISO 27001, and Cyber Essentials certifications, and has accumulated over 20 industry awards across IPA, The Drum, Digiday, WARC, Google, and UK Search Awards.
Crafted firmographics
Firmographics- Name
- Crafted
- Legal name
- Crafted Media Ltd.
- Website
- https://crafted.co.uk
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Crafted is a UK-based full-service digital marketing agency serving enterprise and mid-market clients across retail, property, hospitality, charity, and cultural sectors with digital products, growth marketing, and discovery/insight services anchored by Kentico and Umbraco platform expertise.
- Ownership category
- akta.pro rank
Crafted industry classification
Industry- Product category
- Digital Marketing Services
- NAICS
- Graphic Design Services (541430)
- SIC
- Services-Mailing, Reproduction, Commercial Art & Photography (7330)
- akta.pro primary industry
- Digital Creative & Experience Design Agencies (Web/App/UX) (MPAAAAAD)
Keywords
Where Crafted is headquartered
LocationHeadquarters
- HQ city
- Ipswich
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Crafted business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Digital Marketing Services: Crafted generates revenue through professional services including digital strategy consulting, paid advertising management, SEO services, content marketing, and digital product development. Services are delivered across enterprise and mid-market client segments.
- Digital Product Development: Revenue from building websites, systems, and apps combining design, development, UX, QA testing and DevOps. Projects include CMS implementations (Kentico, Umbraco), custom integrations, and platform migrations.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Crafted product offering
Product offeringCore offering
Crafted is a performance-driven UK digital marketing agency that delivers end-to-end services across three core pillars: Digital Products (websites, systems and apps built on Kentico/Xperience DXP and Umbraco CMS), Growth Marketing (paid search, display, social, SEO and content), and Discovery & Insight (audience profiling, UX analysis, conversion optimization). Services combine strategy, creative, technology and analytics for enterprise and mid-market clients across multiple verticals.
Product overview
Crafted is a performance-driven digital marketing agency offering a comprehensive suite of services built around three core pillars: Digital Products (websites, systems and apps via Kentico/Xperience DXP and Umbraco CMS platforms), Growth Marketing (paid advertising, SEO and content), and Discovery & Insight. The agency also provides dedicated UX design and has developed proprietary tools including the Cognition insight toolbox and Ad Preview Tool. In January 2024, Crafted expanded its capabilities through the acquisition of SiteVisibility, enhancing its search heritage and performance marketing offerings. Crafted's Crafted Labs serves as an internal resource center providing thought leadership and marketing guides.
Differentiator
Problem solved
Functional benefit
Brands
- Crafted Labs: A collection of tools and resources including guides on sustainability in digital, accessibility in digital, The Perfect Brief, and proprietary tools such as Cognition (AI-driven insight toolbox) and an Ad Preview Tool.
Products and services
- Digital Products End-to-end digital product development combining design, development, UX, QA testing and DevOps for websites, systems and apps. Targeted at enterprise and mid-market organizations seeking custom digital platforms.
- Paid Advertising (PPC, Display & Social) Performance-driven paid advertising including account auditing, Connected TV, digital out-of-home, paid search, programmatic display and social advertising across Google, Meta, TikTok and LinkedIn.
- SEO and Search Strategy Organic search and content marketing services including technical SEO, user-focused content strategy and AI-powered search visibility optimization across search engines and AI chatbots.
- Discovery and Insight Strategic consulting projects including state of the nation audits, brand discoverability audits, digital product scoping, audience profiling, UX analysis and conversion rate optimization, powered by the proprietary Cognition toolkit.
- User Experience Design UX design services applying a three-stage process (discover and define, explore and design, implement and release) across websites, apps and back-end systems.
- Kentico/Xperience DXP Development Gold Partner Kentico development services for enterprise websites with Kentico's Xperience DXP, featuring built-in AI (AIRA), multichannel content delivery and scalable infrastructure.
- Umbraco CMS Development Gold Partner Umbraco CMS development for scalable digital products with modules including Umbraco Commerce, Engage, Workflows and AI capabilities.
Quantifiable outcome
- 45% increase in new home enquiries for Persimmon with 20% reduction in spend
- +4 more outcomes
Companies that use Crafted
Customer profileNamed customers10 records
Segments5 records
Ideal customer profiles2 records
Crafted technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration25 records
AI capability8 records
Feature3 records
Crafted partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core.
- KenticocoreLong-standing Kentico Gold partner agency since 2009, having delivered many iterations of sites and upgrade projects. Crafted is the agency that Kentico asks for feedback on their platform. Specializes in Xperience by Kentico DXP implementations with over 15 years of partnership.
- UmbracocoreGold Partner for Umbraco CMS with certified experts across search, production, design, development, testing and DevOps. Provides guidance on upgrading Umbraco websites and has implemented numerous Umbraco solutions.
- Microsoft AzurecoreCloud hosting platform used for web projects, mentioned as sustainable energy provider for green web hosting of built websites. Core infrastructure partner for hosting and cloud services.
- Google AdscorePartnered with major search engines to drive visibility, engagement and conversions. Access to full suite of Google ad platforms including Performance Max, Shopping, Display, and Video 360.
- Meta AdscorePartnership for social advertising across Facebook and Instagram. Access to Advantage Plus Shopping and other Meta advertising solutions for client campaigns.
- StackAdaptcoreProgrammatic display advertising partner for brand-safe, effective, and premium ad placements with full transparency and no mark-ups on media buying.
- QuantcastcoreProgrammatic advertising partner for display campaigns providing audience intelligence and measurement capabilities.
- Google Marketing PlatformcoreAccess to Google's full marketing technology suite for display advertising and campaign management.
- SiteVisibilitycoreAcquired Brighton-based digital marketing agency in January 2024 to expand expertise and service offerings. Integration of SiteVisibility's data-centric and performance-focused marketing approach enhances Crafted's digital insight, search heritage, and performance marketing capabilities.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Crafted competitors and assessment
Company assessmentDirect peers
- Croud: UK-headquartered full-service digital marketing agency offering paid media, SEO, content, and data services to enterprise and consumer brands. Closest mid-market UK peer to Crafted in service mix, scale, and client profile.
- Brainlabs: Independent UK-rooted performance marketing agency with strong paid media, SEO, and programmatic capabilities. Comparable in independent ownership profile, enterprise client mix, and AI-led marketing positioning.
- Hallam: Mid-sized UK digital marketing agency offering integrated strategy, paid media, SEO, and web development services. Directly comparable in size, mid-market enterprise focus, and multi-channel service model.
- Tug: UK-based digital marketing agency specializing in paid media, SEO, and analytics for enterprise clients. Similar service breadth, independent ownership, and emphasis on data-driven performance marketing.
- Delete: UK digital marketing and customer experience agency offering paid media, SEO, content, and creative services. Comparable mid-market independent UK agency with similar enterprise client orientation.
- Journey Further: UK performance marketing agency focused on paid media, SEO, and analytics for enterprise clients. Comparable scale, independent ownership, and B2C/B2B enterprise client mix.
Broad incumbents
- Jellyfish: Global digital marketing agency originally founded in the UK, now part of Brandtech Group. Overlaps with Crafted across paid media, SEO, and content for enterprise brands but operates at much larger scale with a broader geographic footprint.
- Dept Agency: European-headquartered digital agency combining creative, technology, and data services. Comparable service pillars to Crafted (digital products + growth marketing) but at significantly larger scale and with global reach.
- iProspect: Global performance and digital media agency within Dentsu. Direct overlap with Crafted's paid media and SEO offerings at much larger scale; serves as a benchmark for what scaled performance agencies look like.
- VML: Global creative and digital agency network (formed from Wunderman Thompson and VMLY&R). Overlaps with Crafted across digital experience, CX, and marketing transformation work for large enterprise clients at vastly larger scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Crafted social profiles
Digital presenceCrafted compliance and trust
Trust signalCompliance3 records
Crafted financial estimates
Financial estimateRevenue estimate
Valuation estimate
Crafted leadership team
Management profileNumber of profiles
Profiles7 records
Crafted subsidiaries and ownership
Company hierarchySubsidiaries1 record
Crafted funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Crafted M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Crafted
What does Crafted do?
Crafted is a performance-driven UK digital marketing agency that delivers end-to-end services across three core pillars: Digital Products (websites, systems and apps built on Kentico/Xperience DXP and Umbraco CMS), Growth Marketing (paid search, display, social, SEO and content), and Discovery & Insight (audience profiling, UX analysis, conversion optimization). Services combine strategy, creative, technology and analytics for enterprise and mid-market clients across multiple verticals.
Is Crafted a public or private company?
Crafted is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Crafted founded?
Crafted was founded in 2007. It employs 51 to 100 people.
Where is Crafted based?
Crafted is headquartered in Ipswich, United Kingdom, in the Europe region.
How does Crafted make money?
Two revenue lines are on record. Digital Marketing Services are the primary driver. The others are digital Product Development.
Who are Crafted's main competitors?
Direct peers on record are Croud, Brainlabs, Hallam, Tug, Delete and Journey Further. Broad incumbents are Jellyfish, Dept Agency, iProspect and VML.
Does Crafted have an API?
No public API is recorded for Crafted.
What industry is Crafted in?
Crafted's product category is Digital Marketing Services. Its primary akta.pro industry code is MPAAAAAD, Digital Creative & Experience Design Agencies (Web/App/UX). Its NAICS code is 541430 and its SIC code is 7330.