Modern Marketing

Engine to consolidate WCRS, Partners Andrews Aldridge, Slice and Synergy

By John McCarthy | Media editor



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October 24, 2018 | 3 min read

The Engine Group will restructure its agency brands in the coming months in order to simplify its offering and leverage the strength of talent across the group.

The Drum understands that Engine is keen to increase the visibility of the overall Engine brand and so it will be adopted by its component agencies. To this end, it will retire well-known brands like WCRS and Partners Andrews Aldridge, as part of the company's "evolution" early in 2019.

Engine Group

Engine mergers to come in 2019

The talks encompass most of the group's agencies. In particular, brand experience agency Slice and sports sponsorship firm Synergy could merge under a new banner.

The global marketing firm boasts 17 offices across the world and houses agency brands like DF, Trailer Park, and Fuel in addition to WCRS, Partners Andrews Aldridge, MHP Mischief.

It is pursuing a fully integrated model to better help clients navigate its proposition as well as joining up talent across the group.

Engine has issued a statement but declined to comment further.

"We know that, increasingly, clients need smart solutions that span disciplines and require different capabilities assembled in new ways," it said.

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"The changes we are proposing are about bringing people and capabilities together to meet that client need. We are working to evolve our structure to serve our clients better, so we will be moving to one integrated Engine brand over 2019."

Representatives at individual agencies contacted by The Drum declined to comment on the consolidation plans, deferring to the statement issued by Engine.

Last year Engine restructured into four ‘client-centric’ units to “leverage the collective firepower” of its agencies and consultancy brands.

The latest slate of brand mergers is an extension of these efforts. Engine restructured around four units, Engine Creative & Content, Engine PR & Activation, Engine Digital Transformation, Data and Insight and Engine Media. Publicis rolled out a similar restructure in 2015.

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