Engine Group is renaming its North American business units — digital agency Deep Focus, business intelligence firm ORC International, and media agency Engine Media — under the simplified Engine to better present itself to clients as a full-service, data-driven marketing solutions company.
“Amidst the disruption in today’s marketing industry, we at Engine have chosen a different way forward," says Rick Eiserman, CEO of Engine U.S. "We discovered that we could innovate, evolve and grow far faster by moving beyond our four walls, [also known as] our own companies," adding that "we know we can only get there all together.”
According to Eiserman, this new structure maintains the company’s original mission of “transformation through collaboration.”
“We took that philosophy and translated it into our operating model,” he says.
Today, Engine U.S. is a $300 million company with a client mix that includes equal parts media agencies/ad agencies (33%), publishers (31%) and brands (36%), such as Nationwide, Sprint and Sonos.
"Having the opportunity to focus the majority of our energy and talents on the work itself, versus fighting for work, is a path we’ll choose every time," says Eiserman. “This new open ecosystem encourages collaboration, innovation and ongoing partnerships across the entire marketing industry versus feeding a state of constant competition.”
These once separate companies will now be unified through a new single, integrated data platform called Engine Connect that combines client data with Engine's analytics, including behavioral data from EMX, Engine’s new programmatic media marketplace, as well as third-party data that will work across some 100 million user IDs.
"As a result, we’ll be able to provide clients with a complete view of their customers to inform richer insights, engaging customer experiences, more relevant content, better targeting and more," says Eiserman."All these changes enable our clients to do and get three things,” Eiserman adds. Those things include the ability to better leverage data as well as optimize marketing investments. The new setup also makes it easier to access the company and its array of assets, he says.