The re-branding marks a step change in the business founded by industry veteran Karen Earl in 1984. Synergy will include four new service units which will add branded content, digital, employee engagement and sales promotion to the established offering of consultancy, communications and experiential marketing.
The four new units are joint ventures with established Engine partner companies.
“This is about natural evolution,” said Tim Crow.
“Since we joined The Engine Group we have repeatedly had clients come to us wanting sponsorship solutions integrating these disciplines.”
CEO Tim Crow believes the new name “brilliantly encapsulates what we do and what we intend to do which is to use sponsorship to create synergy between brands and consumers, between marketing disciplines and between people - creating real brand and business value.”
Karen Earl Sponsorship became part of the Engine Group in 2006, a move which followed a less happy period as part of a broader marketing group. Engine comprises 12 partner companies, each operating in a separate but inevitably linked areas of marketing communications ranging from advertising to consumer and financial PR , data strategies and strategic brand activation.
“Today’s announcement continues out proud tradition of innovation,” said Tim Crow.
“Karen Earl founded the company on pioneering principles which remain core to the company’s DNA today. She created a radical alternative to other agencies, a brand facing, consultancy-focused company which never sells sponsorships.”
