New-look Engine’s first win is Saxo global fintech business

Engine has won its first piece of business since ditching agency brands in favour of a single group identity.

Saxo Group, a fintech specialist, has appointed the agency to handle the global advertising for its “active traders” account, following a pitch. The Danish bank is on a drive to democratize share trading with more user-friendly platforms.

Julian Hough, chairman of Engine Creative Experience and Design, said: “Saxo Group is a hugely impressive business with a compelling proposition. We are delighted to have been appointed to handle their global advertising campaign for active traders.” Saxo Group’s activities do not overlap with Santander bank, one of Engine’s biggest clients.

Engine Group is in the middle of a big overhaul as it dispenses with its many agency brands – including WCRS and Partners Andrews Aldridge – in favour of three pillars: Creative and Experience Design (advertising), Communications (PR) and Transformation (consultancy).

There’s a lot of work to do in making sure that Engine, owned by US firm Lake Capital and led by former R/GA man Jim Moffatt, can differentiate itself from competitors. The group’s new positioning promises, “We exist to future-proof organisations,” but as always the real proof is in the work.

Engine’s first Moneysupermarket campaign will be an important test for the new set-up and its promises to transform business. The agency won the account last June while it was still WCRS.

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About Emma Hall

Emma Hall
Emma Hall is the former London Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.