Engine is starting to rise as an entity in its own right from the ashes of WCRS, Partners Andrews Aldridge et al. The first Moneysupermarket work has just launched, and the agency recently won a global piece of business with Saxo’s fintech account.
In doing so, Engine is inevitably leaving some of its colourful history behind. The Great Portland Street office is now a satellite of the New York headquarters, where a new COO, Keith Grossman, is about to join from Bloomberg Media.
Grossman, who was Bloomberg’s global chief revenue officer, will work with Engine CEO Kasha Cacy, who joined from IPG media network UM last summer. Cacy took over from Debbie Klein, who had spent 20 years steeped in WCRS and then Engine in London.
Outside the UK, Engine’s London past now means very little, although eccentric WCRS founder Robin Wight remains as president for the time being. Engine’s US identity is all about more recent mergers between digital agency Deep Focus, content and entertainment agency Trailer Park, and market research company ORC International.
US firm Lake Capital acquired Engine Group nearly five years ago and there have been rumours that it is already looking to sell – a prospect that could be a draw for the US talent coming on board, especially if they are receiving equity in the business as a golden handshake.
Grossman, who previously worked at Condé Nast (mostly at Wired), said: “I’ve seen first-hand the enormous opportunity that exists for publishers, advertisers and brands who are willing to be disruptive… I see that same spirit alive in Engine and its people. I look forward to working with Kasha to unlock our potential and build a better model for the industry.”
Cacy said: “The past year has been transformational for Engine… Keith’s deep relationships with brands, agencies and publishers enable him to imagine solutions and services based on market need, and I’m confident he will help us do the previously unimagined things for our clients, grow our business and continue to make the industry better for everyone.”