Engine Launches Bespoke On-site Agency Offer NuFu

Engine, the global marketing services network, has today announced the launch of NuFu, a new on-site agency offer that will see Engine’s new team of experts working inside clients’ companies.

The announcement follows increasing client demands for always-on content and design capability. NuFu will provide bespoke teams for clients looking for on-site marketing support, whether in creative, strategy, design or production. Talent will be sourced by NuFu, with the teams sitting within client organisations and working exclusively for them.

Short for Nuclear Fusion, the name NuFu reflects the agency’s ambition to bring together two forces, agency and in-house, to create something even more impactful.

Clients will also benefit from improved transparency and cost efficiencies. Together with Engine’s data agency Fuel and its media services division Engine Media, NuFu will create a bespoke best-value service for each client, with access to dedicated performance specialists, ensuring that all outputs are effectively measured and optimised.

The agency’s founding client will be TransPennine Express, who have worked with Engine since 2015. A team of specialists will work at the TransPennine Express HQ in Manchester, supported by Engine expertise in both London and Manchester.

NuFu will be led by Managing Director Sam Broster, who joins Engine from Oliver, where he designed agency solutions for clients including BMW, Starbucks and Vodafone. Sam will report to UK Group MD Simon Peck.

Whilst NuFu will be run from Engine’s London HQ on Great Portland Street, it will be launched as a global business, capitalising on the group’s reach across the US and Asia. Engine’s global network continues to grow rapidly comprising more than 2,500 employees across the US, Europe and Asia Pacific.

The launch of NuFu follows the launch of Engine Media in May 2016 and the UK launch of content and entertainment marketing agency Trailer Park in February 2016.

Debbie Klein, Chief Executive of Engine Europe and Asia said: “There’s been a clear shift in the market, and more and more of our clients want agency insights and expertise on-site. To date, the breed of on-site agencies has been solely focused on warm bodies but we will add insight and measurement.

“NuFu will be a key part of the Engine network, complementing our existing end-to-end offering and allowing us to partner even more strongly with our clients. Even though the teams will sit in client organisations, there’ll always be a bridge back to Engine specialists.”

Sam Broster, Managing Director of NuFu said: "The on-site agency model is still in its infancy. At present, it neglects the opportunity to accelerate performance by measuring and optimising the effectiveness of its output.

“Engine is perfectly positioned to drive this model forward in the next stage of its evolution. NuFu will serve as the glue between the brand, the data and the media, allowing clients to hone the effectiveness of content at a faster and more stream-lined pace.”

Caroline Anchor, Head of Marketing, TransPennine Express said: “TransPennine Express are delighted to be the founding client of this exciting new venture from Engine. Having on-site talent working within our marketing team, and benefiting from access to the full range of specialists skills from Engine, is an utterly compelling offering.”