Karen Earl Sponsorship is relaunching as Synergy as part a move to broaden its offer. The consultancy will now also offer branded content, digital, employee engagement and sales promotions services alongside its sponsorship services.
The relaunch comes as parent company Engine moves all of its operating companies, which also includes advertising agency WCRS, into new headquarters at Great Portland Street.
The new services will be offered in a joint venture with sister companies Huge, for branded content, Dave for employee engagement, altogether in digital and Woo for sales promotions. The new units will work along side its consultancy, experiential and communications divisions.
Synergy chief executive Tim Crow says it is a “natural evolution”. He adds: “Since we joined the Engine Group, clients have repeatedly come to us wanting sponsorship solutions integrating these disciplines. So, we’re simply formalising an operating reality that satisfies client demand for something that only we and our Engine partners can offer.”
Karen Earl, chairman and founder of the agency, says the move is a “natural strategic next step” for the company.