The U.S. operations of U.K.-based communications company Engine has acquired The Intelligence Group, a consumer insights/consulting firm focused on young consumers that was previously owned by Creative Artists Agency. With the purchase from CAA complete, Engine USA is moving quickly as it’s now merged IG with another one of its units, creative agency Noise, a 10-year-old operation that has worked with clients ranging from Unilever and Chase to Vitaminwater and Vice. As a result of the alignment, the new Noise will house over 100 employees in L.A., S.F. and NYC and will focus on connecting brands with Millennials via everything from digital marketing and product development to research and strategy.
Regarding his company’s move, Engine USA president John Bernbach says in a statement, “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. We believe the new Noise is just that.”
As far as leadership is concerned with the new, combined entity, which will continue on as Noise, IG president Joe Kessler has been named president/CEO, Noise co-founder/former CEO Noah Kerner becomes non-executive chairman/advisor and Jamie Gutfreund, previously chief strategy officer at IG, assumes the new role of chief marketing officer. Meanwhile, all other Noise and IG executives will remain in their current positions. You can find our more about the new Noise here.