Engine rebrands Jam as Deep Focus to create first global creative agency

Engine has rebranded is digital agency Jam as Deep Focus London, in a move that will see it become part of the agency's first global creative shop.

Half of Jam’s clients are now global companies and the alignment with US counterpart Deep Focus will aim to ensure the combined agency will provide the most comprehensive digital and social media marketing output across the UK, US and China.

Deep Focus, acquired by Engine in 2010, currently has over 400 staff and operates in New York, Los Angeles, San Francisco, Hong Kong and Shanghai.

The rebranded agency will now have over 500 staff globally and offer clients global and local capabilities, including 24-hour production solutions.

The move is in line with Engine’s strategy of taking advantage of industry growth opportunities, benefiting from the backing of its new owner, Lake Capital.

Debbie Klein, chief executive, Engine UK, said that Deep Focus will be "the cornerstone" of Engine’s global ambitions and called the new agency a "force to be reckoned with".

"This is the first step in meeting global brand’s needs around the clock. Jam’s brilliant track record of creativity and innovation will mean the combined agency will now be best in class globally, and a force to be reckoned with."

The agencies will continue to be managed independently by their respective management teams. In the UK, the agency has 105 staff and will be known as Deep Focus London and continue to be overseen by Richard Costa-D’sa, who will become chief executive UK with global responsibilities.

Head of planning, Iain Matthews, also takes on global responsibilities and will be promoted to chief strategy officer, while deputy managing director, Alice Driscoll, will become managing director.

The creative department will continue to be overseen by executive creative director, Sean Chambers, who joined at the end of last year.

The US offices will continue to be overseen by Deep Focus chairman and founder, Ian Schafer and chief creative officer and head of product, Ken Kraemer. Both with additional global responsibilities.

Wong Kian Fong will continue to run Deep Focus’ Asian office.

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