Synergy becomes Engine Sport after restructure to create integrated brand
Synergy, the UK-based sports and entertainment marketing agency, has rebranded as Engine Sport, following a restructure by parent company Engine Group at the beginning of this year to create a single integrated brand.
Engine said that the restructure aims to offer clients “bespoke combinations of Engine curated teams and capabilities built around specific client needs, whilst recognising and supporting the need for a specialist sports marketing expertise and capability within the business.
“Underpinning this is Engine Sport’s mission to help progressive brands connect with culture through sport to meet their business ambitions.”
Lisa Parfitt will oversee Engine Sport as managing director, alongside Tom Gladstone, head of strategy, and Josh Robinson, creative director, in daily collaboration with other Engine specialists, including chief content officer, Dave Roberts and head of new business, Laura Brown.
Parfitt said: “The work we do is as diverse, dynamic and disruptive as our client portfolio and we are proud to say that our clients are amongst the smartest, most progressive brands in the world. We can now unlock the full spectrum of Engine capabilities for our clients with great agility, a curated approach, and immediate impact.
“Whilst the nature of our work is ever-changing, our belief in sport as the most powerful cultural connector remains constant: this is the same belief that has driven the agency from its launch 35 years ago to its industry-leading position today.”
Jim Moffatt, European chief executive of Engine, added: “Engine Sport represents the combination of years of sports industry expertise, know-how and passion along with the full stack of Engine capabilities. The new proposition brings data, content production, performance marketing and consulting to the party and gives Engine Sport what we hope will be an unfair competitive advantage in what is a fast moving and hard-fought industry. Game on.”
Moffatt joined Engine Group last October from R/GA, the international digital agency owned by US giant Interpublic Group, where he had been executive vice-president/managing director, Asia Pacific, for four years.
Synergy, formerly Karen Earl Sponsorship, was acquired by Engine Group in 2006, and assumed the Synergy name in 2008.
Engine Sport’s clients include Bose, BP, Mitsubishi Motors, Just Eat and Under Armour.