Our History

Steel London has been helping brands achieve data driven communication success for nearly 4 decades and as one of the first agencies to embrace the power of digital, since 1993. We are incredibly proud of our heritage and particularly the long standing relationships with brands across a wide spectrum of industries, from Debenhams, Boden, TalkTalk and the BBC, to Warner Bros., Manchester United, giffgaff and Ovo. We see the major achievements made in partnership with such brands as illustrating our ability to immerse ourselves in our clients brands and their audience, while never resting on our laurels as we embrace a culture continual optimisation and innovation.

1980

December 1, 2018

1980

P&O Ferries was STEEL London’s first client. We set sail and didn’t look back. The results we achieved saw us working for every English Channel passenger brand within 4 years.

1994

November 1, 2018

1994

When merely a concept brand, SeaFrance approached us to help them launch in a new and innovative way. We embraced direct digital communication in a way that hadn’t been tried before and in so doing created a new direction for travel brands.

1996

October 1, 2018

1996

When Debenhams decided to ‘do digital’ they asked us to help them. Little were either side aware of just what the next two decades plus would lead to together.

1997

September 1, 2018

1997

As AOL’s first digital agency in the UK and Europe we were under no illusion as to what possibilities there were to take a brand associated with Connie and her CD Rom in to the brave new world of digitally driven up front and personal communication. It all came to bear with /discuss a few years later.

2000

August 1, 2018

2000

We kicked the new century off with Debenhams’ first templated eCRM marketing campaign.

2002

July 1, 2018

2002

A world’s first rich media campaign for AOL Broadband.

2003

June 1, 2018

2003

We were appointed by lastminute.com and soaked up the praise with our award winning inaugural campaign.

2004

May 1, 2018

2004

Fortune favours the brave and we broke a lot of barriers in a risk averse industry with our Ladbrokes appointment.

2005

May 1, 2018

2005

This was social media a year before facebook. Our digitally direct led strategy saw the AOL /discuss campaign break all records for customer acquisition, all from the pure power of audience engagement.

2006

March 1, 2018

2006

Flushed with the success of /discuss we were promptly appointed by Carphone Warehouse.

2007

February 1, 2018

2007

Our Top Secret Hotels eCRM viral campaign delivered the most successful digital campaign for the brand since its creation and won us some nice awards along the way.

2008

January 1, 2018

2008

Continuing our strong Telco credentials we were appointed by TalkTalk.

2008

December 1, 2017

2008

Turning our talents to Food-on-the-Go we were appointed by Perfect Pizza, increasing their online sales from 6% to 36% of total business revenue in 12 months.

2008

November 1, 2017

2008

We won a Revolution award for our charity sector work for Tacheback.

2009

October 1, 2017

2009

After a 25-way agency pitch we were over the moon to be appointed by Greggs.

2010

September 1, 2017

2010

It was a win-win result when we were appointed by the Football Pools.

2010

August 1, 2017

2010

BBC Worldwide appointed us to build their global advertising intranet, which is still going strong nearly a decade later.

2011

July 1, 2017

2011

Our Greggs Superstar Doughnuts campaign broke all records for a new product launch with a multiple award winning campaign that saw 1.4 million doughnuts sold in the first 5 weeks from launch and plaudetes from the Sun and the Times to the One Show.

2011

May 1, 2017

2011

We found and converted many more happy cruising customers with our appointed by Viking River Cruises.

2012

April 1, 2017

2012

Our appointment by P&O Cruises saw us launch an entirely PPC driven campaign to acquire and convert new customers, while at the same time break preconceived barriers to cruising. We smashed it with a 34% data acquisition result leading to a 5.6% conversion, all from cold data.

2013

March 1, 2017

2013

We were incredibly proud to support such a cause and returned their faith in us with an innovative eCRM strategy.

2014

February 1, 2017

2014

Getty asked us to go global with our multi-language brand re-launch campaign for iStock.

2015

January 1, 2017

2015

Our 140, fully Salesforce integrated, dynamic template solution for all of the Debenhams database, across all customer segments and content was rigorously designed and built to withstand the retail storm forces of customer behaviour change.

2016

December 1, 2016

2016

We helped to launch the new brand with another fully integrated Salesforce dynamic template solution.

2017

November 1, 2016

2017

Giffgaff appointed us to go back to basics and remap all of their customer journey planning from scratch.

2018

October 1, 2016

2018

A labour of love; Harry Potter and the STEEL eCRM philosophy. The story is being written right now.

2019

September 1, 2016

2019

What a way to start the new year. A new manager for Man Utd and a new appointment for STEEL London.