Maja Pawinska Sims 19 Jan 2019 // 8:41AM GMT
LONDON — Marcomms group Engine is the latest holding entity to restructure in a bid to dissolve many of its brands, although its PR agencies, MHP Communications and Mischief, will keep their names for the time being.
The group is being restructured into three divisions: PR; transformation (including data, insights, consultancy and business innovation); and creative/experience design. The PR division will be led by MHP Communications CEO Alex Bigg (pictured), who becomes CEO of Engine Communications.
Most of Engine’s agencies – WCRS (marketing and advertising), Partners Andrews Aldridge (CRM), Slice (events) and Synergy (sports and entertainment marketing) – will lose their legacy names over the next few months, and will all operate under the Engine brand.
An Engine spokesperson told the Holmes Report: “At some point, MHP and Mischief could include the Engine name in their brand, but it’s still up for discussion, as are any changes to operations and management structure. All our other brands are moving to Engine, but at the moment Mischief and MHP are the least affected.”
MHP and Mischief already use the central Engine finance and HR functions, and a source close to the agencies confirmed it was currently “absolutely business as usual”.