Synergy expands to U.S.

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NEW YORK – November 2, 2015Engine Group, the global marketing services network, today announced the U.S. launch of Synergy, its award-winning sports marketing and sponsorship agency. Based out of Engine Group’s New York office, Synergy U.S. will be led by Dominic Curran, who has been named CEO. Curran, the former Global Sport Director for Bacardi, will report to Rick Eiserman, North American CEO at Engine Group.

Synergy’s U.S. offering will adopt the brand-facing model integrating strategy, creative, digital, experiential marketing and public relations that has made it a leading sports sponsorship agency in the U.K. Headed by CEO Tim Crow, Synergy works worldwide with clients including BMW, Coca-Cola, Emirates and MasterCard on global marquee sporting events such as the FIFA World Cup, the Olympic Games, and the Rugby World Cup. Standard Life Investments, Worldwide Partner of the Ryder Cup, will be on board as a launch client of the new U.S. office.

“The agency landscape around sports marketing is ripe for disruption in the U.S. and Dominic is the perfect person to lead that charge,” said Eiserman. “Brands are frustrated by the lack of media neutrality in the U.S. and the obsession with paid media thinking and rights. Synergy’s approach is to create powerful campaign ideas that have ability to play out across all media, with digital at the core."

Crow added: “A big part of our success stems from the fact that we are neutral brand-facing specialists and guarantee our clients no conflicts of interest – we create strategies, partnerships and campaigns solely for brands. That’s always been core to our offering and we’ll be replicating that model for brands in the U.S.”

Synergy’s move to the U.S. marks the first time the agency has opened an office outside the U.K. Since its inception more than 30 years ago, Synergy has won some of the industry’s most prestigious awards, including recently being named Agency of the Year at the Sport Industry Awards in London.

“I am thrilled to bring Synergy’s differentiated model to U.S. marketplace,” said Curran. “We’ll be diving right in, helping Standard Life Investments activate at the Ryder Cup next year. I’m looking forward to building an agency with the right expertise and creativity for brands and fans in the connected era.”

Engine Group recently announced the U.S. launch of customer engagement agency Partners Andrews Aldridge in September, and the expansion of digitally-led agency Deep Focus to London and Los Angeles. The network is growing rapidly following its acquisition by Lake Capital in August 2014, with more than 2,000 employees across the U.S., UK and Asia.

ABOUT SYNERGY

Synergy is dedicated to creating the world’s most innovative and effective sponsorships for brands. Founded in 1984, and with offices in London and New York, Synergy works worldwide from strategy to delivery for clients, including BMW, Capital One, Coca-Cola, Emirates, Guinness, MasterCard, Standard Life Investments and more. For more information, visit www.synergy-sponsorship.com.

ABOUT ENGINE GROUP

Engine Group is a global marketing services network of specialist communication agencies that transforms brands through its unique collaborative culture and business approach. The individual agency brands within the network cover the vast range of marketing services including strategy, digital marketing, social media, advertising, public relations, and content creation and production. With operating hubs in the UK, North America and Asia, the agencies within the network include WCRS, MHP Communications, Trailer Park, ORC International, Partners Andrews Aldridge, Deep Focus, Synergy, Calling Brands, Mischief, Fuel, Transform and Slice. The group’s client portfolio range from top brands such as Unilever, Santander and Kimberly-Clark to all the major entertainment studios including Warner Bros., Disney and 20th Century Fox. More information is available at enginegroup.com.