Crafted

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.

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

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

• Digital marketing services
• Paid advertising management
• SEO services
• Web development
• UX design

Headquarters

HQ city

Ipswich

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. 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.
2. 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

Core 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

Named customers10 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration25 records

AI capability8 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered core.

• KenticocoreTechnology or IntegrationLong-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.
• UmbracocoreTechnology or IntegrationGold 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 AzurecoreTechnology or IntegrationCloud 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 AdscoreTechnology or IntegrationPartnered 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 AdscoreTechnology or IntegrationPartnership for social advertising across Facebook and Instagram. Access to Advantage Plus Shopping and other Meta advertising solutions for client campaigns.
• StackAdaptcoreTechnology or IntegrationProgrammatic display advertising partner for brand-safe, effective, and premium ad placements with full transparency and no mark-ups on media buying.
• QuantcastcoreTechnology or IntegrationProgrammatic advertising partner for display campaigns providing audience intelligence and measurement capabilities.
• Google Marketing PlatformcoreTechnology or IntegrationAccess to Google's full marketing technology suite for display advertising and campaign management.
• SiteVisibilitycoreStrategic or Co-development PartnerAcquired 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

Direct 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

• Xx.com/craftedmedia
• LinkedInlinkedin.com/company/crafted-media
• Instagraminstagram.com/crafted
• Facebookfacebook.com/craftedmedia

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Crafted