Karen Earl Rebrands As Synergy
Sports marketing agency Karen Earl Sponsorship has undergone a rebrand and will now trade as Synergy with immediate effect.
The move is designed to emphasise the agency’s broader offering following its acquisition by the Engine Group in 2006.
The company has also unveiled a new structure augmenting its three existing specialist units – Consultancy, Experiential and Communications – with four new services: Branded Content, Digital, Employee Engagement and Sales Promotion.
The four new Synergy units are joint ventures with the Engine partner companies who specialise in the disciplines involved: Huge in Branded Content, altogether in Digital, Dave in Employee Engagement, and Woo in Sales Promotion. All four units will offer clients integrated teams and a range of sponsorship-focused specialist services.
The name change coincides with the consultancy’s move into the Engine Group’s new headquarters on Great Portland Street, which brings the Engine operating companies together under one roof.
Despite the name change, its first since the company was founded in 1984, the agency will be retaining its strapline ‘The Sponsor’s Consultancy.’
The rebrand comes only a matter of months after Tim Crow was promoted to role of chief executive taking over the day-to-day agency operations from founder and chair Karen Earl.
Synergy boasts a number of high-profile sport sponsors on its client roster including Guinness, RBS, British Airways and Coca-Cola.
