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Consumer Insights Firm Will Merge with Engine's Creative Agency Noise to Form Millennial-Focused Powerhouse
NEW YORK, June 16, 2014 /PRNewswire/ -- Engine Group (EG) has acquired The Intelligence Group (IG), a consumer insights and consulting company that tracks and forecasts the behaviors of young consumers, from Creative Artists Agency (CAA).
IG will be merged with Engine-owned Noise, a creative agency that develops digital products and content designed to drive consumer engagement across a landscape that is increasingly dominated by Millennials. The combined company will continue to publish IG's iconic Cassandra Report, the leading on-going syndicated study of young consumers for nearly two decades.
"It seems clear the marketplace is ripe for a comprehensive agency offering that combines research-driven insights and strategy with stellar creative execution and deep digital acumen to help brands engage with Millennial consumers more effectively," said John Bernbach, President of Engine USA. "We believe the new Noise is just that."
IG President Joe Kessler has been named President and CEO of the combined entity, which will be called Noise. Noise Co-Founder and former CEO Noah Kerner becomes Non-Executive Chairman and an advisor. Jamie Gutfreund, previously Chief Strategy Officer at IG, assumes the new role of Chief Marketing Officer at Noise. All other Noise and IG executives will remain in their current positions.
For 20 years, IG has been the pre-eminent consumer insights and market research firm focused on young consumers. The firm has worked with some of the world's most respected brands such as Honda, Westfield, Microsoft, Red Bull, Unilever and Yahoo!, among others. IG brings to Noise proprietary research services, strategy consulting, and a range of live presentation and ideation programs, including its Cassandra Sessions series (formerly called Trend School), which more than 1,500 executives of leading global brands have attended.
Noah Kerner, Co-Founder of Noise, said, "To cement our expertise in the young adult market, part of our roadmap was always to create a research and insights practice. Instead of building it from the ground up, we decided to combine forces with the people already doing it best."
The new Noise has offices in New York, San Francisco and Los Angeles and a staff of nearly 100 cultural explorers, product developers, market researchers, strategists, technology experts, creative thinkers, and content producers. Together, they will become the first agency that can provide clients with a full continuum of services – from research and strategy through creation and activation – focused on understanding and capturing the mindset of Millennials, who represent more than 25% of American consumers and more than $400 billion in purchasing power in the US alone.
"This generation affects how everyone thinks, consumes and experiences the world around us, so the insights-driven solutions produced by the new Noise will help shape new ways of thinking for companies and brands who need to stay ahead in a rapidly shifting consumer environment, regardless of their target audience," said Kessler.
Noise is a creative agency focused on crafting digital platforms, content, and products that connect brands with Millennial consumers. Founded in 2005 by Noah Kerner, author of Chasing Cool, Noise has offices in New York, Los Angeles and San Francisco. Noise has worked with many Fortune 500 companies and some of the world's best-known brands including Unilever, Chase, Samsung, Vitaminwater, Vice, Sears and GE, among others. For more information, please visit thisisnoise.com
Engine is the UK's largest and fastest growing independent communications company. We're an 800-strong family of best in class communications businesses serving the consumer market, the corporate market and the public sector. We have offices in locations including London, New York, San Francisco and Shanghai, and are lucky enough to work with clients such as BMW, Sky, Warburtons, Unilever, Diageo, Rolls-Royce and Tesco Mobile. Engine is an employee-owned business, with one in five staff owning shares in the company. www.theenginegroup.com
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