| 词条 | Draft:Engine Shop Agency LLC |
| 释义 |
IntroductionEngine Shop Agency, L.L.C., the 2017 Sports Business Journal Best in Sports Event & Experiential,[1] is an industry-leading engagement marketing company that focuses on passion points to create authentic connections between brands and consumers. The agency uses its access across sports, entertainment and lifestyle verticals to amplify strategic creative solutions.[2] Engine Shop is headquartered in New York City[3] with offices around the U.S. In 2015, the company was acquired by private equity firm, Bruin Sports Capital.[3] HistoryEngine Shop Agency was founded in 2012 by Brian Gordon, formerly of Miami Marketing Group, and partner Ed Kiernan of GMR Marketing.[4] Gordon’s background in Miami entertainment and local marketing paired well with Kiernan’s background in traditional sports marketing.[4] Gordon and Kiernan were joined in their efforts by Chris Handy, formerly of Agassi Enterprises, and Ryan Shinman.[5] Jen Carper joined as Chief Client Officer in 2013.[6] Early clients of the agency included former clients of MMG such as ESPN, as well as new clients Johnson & Johnson, Corona, and Omega.[4] In 2012, Engine Shop earned Agency of Record status with luxury automotive company, Mercedes-Benz.[7] Engine Shop is headquartered in the Flatiron District in New York City with offices in Chicago, Atlanta and Los Angeles.[8] Day to day managing partners of the company are Brian Gordon (CEO)[9] and Chris Handy (President).[10] On November 6th of 2015, private equity firm Bruin Sports Capital led by George Pyne, announced the acquisition of Engine Shop Agency as part of their expansion into sports marketing and hospitality. David Abrutyn, Partner at Bruin Sports Capital, leads the collaboration between the companies following the acquisition.[3] Recent WorkEngine Shop continues to grow and showcase its capabilities in engagement marketing. Recent work with Greyhound Lines garnered Engine Shop an Event Marketer Ex Award for Buzz Amplification and Influencer Marketing.[11] Engine Shop additionally activates live events such as Budweiser’s “Country Club” footprint at music festivals and events across the U.S. including Austin’s SXSW.[12] In a recent article in AdAge, CEO Brian Gordon spoke to the changing landscape in sports sponsorship following Anheuser-Busch’s new sponsorship strategy.[13] Engine Shop earned recognition from Sports Business Journal as Best in Sport Event and Experiential Marketing in 2017.[14] AcquisitionsAcquisitions in the past year have expanded the agency’s marketing capabilities substantially. In December of 2017, the agency announced that it purchased The Gamer Agency (TGA), an esports strategy, content, and production company, in order to advance esports and gaming strategic capabilities.[2] The agency announced the purchase of SA Sports Global, a strategy and live gaming production company, to supplement the purchase of TGA.[15] Jamie King and Scott Debson joined the leadership in the acquisition.[16] In addition to adding gaming to the repertoire, Engine Shop extended its reach into global markets through the acquisition of Olympics bid consultancy and international marketer, T. Burns Sports, led by global sports expert Terrence Burns.[17][18] ServicesEngagement StrategyEngine Shop’s work focuses largely on engagement strategy in order to amplify consumer engagement for clients. Engine Shop won several Event Marketer Ex-Awards for their work with the Mercedes-Benz Evolution Tour,[19] a campaign which sought to elevate the brand name in front of millennials through music, entertainment, fashion, and art.[20] In addition to performances from artists such as Alabama Shakes, Passion Pit and Bastille, the experience gave tour-goers a unique look into several newer models, as well as a simulated mountain driving experience in a Mercedes-Benz off-road wagon.[21] Live ExperiencesEngine Shop activates live experiences as a means of engaging consumers on behalf of clients through a range of events. Recently, Engine Shop worked with Anheuser-Busch to produce and activate a Budweiser Country Club footprint at several festivals across the U.S..[12] The footprint boasts local craftsmen, music, and customizable koozies in its open-air build.[22] Social AmplificationEngine Shop utilizes social amplification strategies to drive digital engagement for clients. For their work with Greyhound Lines, budget transportation company, Engine Shop was awarded an Event Marketer Ex-Award.[23] The digital campaign sought to create buzz through social media influencers in order to reach a younger crowd and amplify the brand name. One influencer, Andrew Huang took on the challenge of making music out of unusual things like a Greyhound Bus.[24] Original and Branded ContentEngine Shop’s LA office focuses largely on creating engaging and meaningful entertainment partnerships on behalf its clients in both the TV and feature film space. The company’s work includes product placement, integrations, original branded content and feature film promotional campaigns. Most recently, Engine Shop won the 2018 Event Marketer Ex-Award for “Best in Entertainment Activation” for the Mercedes-Benz partnership with Warner Bros.’ Justice League.[25] EsportsWith the recent acquisitions of TGA and SA Sports Global, Engine Shop has expanded its capabilities to include esports consulting and strategy, esports tournaments and events, and esports content and broadcast. Engine Shop is a leader in the esports space having executed the first ever Major League Soccer and National Hockey League esports events.[26] As the lead agency for the eMLS Cup, Engine Shop worked closely with the MLS to develop and launch the eMLS professional gaming league.[26] Additionally, Engine Shop produced the NHL’s inaugural Gaming World Championship.[27] NHL executives were pleased with the positive reaction the event garnered.[27] Global SportsWith the recent acquisition of T. Burns Sports, Engine Shop has extended their reach into global sports marketing consulting.[18] Measurement and AnalyticsEngine Shop provides measurements and analytics to clients in order to optimize engagement strategies. ClientsEngine Shop boasts an extensive and diverse list of clients. Their relationship with Mercedes-Benz lasts to this day.[2] Other major clients include: Anheuser-Busch, American Family Insurance, Greyhound, Tiffany & Co., Major League Soccer, Michael Kors, and Under Armour.[2] AwardsAd Age2014 Best Places to Work[28] Event MarketerEx Awards2015 Best Multi-Market Event (Consumer) – Mercedes-Benz Evolution Tour[19] 2016 Gold Winner: Best Multi-Market Event (Consumer) – Mercedes-Benz Evolution Tour[19] 2016 Winner: Best Pop-Up Store – Motorola The Moto Shop[19] 2017 Gold Winner: Best Buzz Marketing/Influencer Program – Greyhound Afford to Explore Campaign[23] 2018 Best Entertainment Activation – Mercedes-Benz Justice League Partnership[25] Experience Design Awards2015 Silver Winner: Best Pop-Up Shop - The Moto Shop[29] IT List2013 Top 100 Agencies 2014 Top 100 Agencies 2015 Top 100 Agencies 2016 Top 100 Agencies[30] 2017 Top 100 Agencies[31] Best Places To Work In Events2017 Winner – Best Event Agencies (10-50 Employees)[32] Sports Business Journal40 Under 402014 Winner: Ed Kiernan[33] Game Changer Award2015 Winner: Jen Carper[34] Sports Business Awards2017 Winner: Best In Sports Event and Experiential Marketing[14] Chief Marketer Pro Awards2015 Bronze Winner: Best Vehicle-Based Campaign – Mercedes-Benz Evolution Tour[35] 2017 Silver Winner: Best Entertainment Sponsorship Tie-In – Budweiser Country Club[36] Cynopsis Sports Media Awards2017 Honorable Mention: Best Activation at Live Events – Bud Light Down South[37] 2018 Honorable Mention: Partnership with an Athlete – Mecredes-Benz & Rickie Fowler[38] 2018 Honorable Mention: Virtual Reality – Mercedes-AMG Virtual Reality Experience[38] External LinksOfficial Website |
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