Synergy Announces US Office Launch
Engine Group has announced the US launch of Synergy, its sports marketing and sponsorship agency, which will be based at Engine’s New York Office.
The agency will be led in the US by CEO, Dominic Curran, who will report to Rick Eiserman, North American CEO at Engine Group.
Headed by CEO Tim Crow, Synergy works with clients including BMW, Coca-Cola, Emirates and MasterCard, the move to the US is the first time the agency has opened an office outside the UK since its inception more than 30 years ago.
The US agency will offer creative, digital, experiential marketing and public relations services, with Standard Life Investments, Worldwide Partner of the Ryder Cup, on board as a launch client.
Rick Eiserman, North American CEO at Engine Group said: “The agency landscape around sports marketing is ripe for disruption in the US and Dominic is the perfect person to lead that charge.
“Brands are frustrated by the lack of media neutrality in the US 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.”
Tim 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 US.”
Curran, who previously worked as MD for Synergy before joining Bacardi, commented: “I am thrilled to bring Synergy’s differentiated model to US marketplace. 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.”
