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Calvin Cain & Grant Abrahams to head up new Engine Agency business

Engine Group Australia has announced the launch of a new full-service media business, Engine Agency.

Leading the new agency is ex-CHE Proximity head of media Calvin Cain, and former senior Dentsu exec Grant Abrahams, who’ll both serve as directors.

Engine Group Australia has launched Engine Agency

Engine Agency will provide clients with access to Engine’s existing research, tech and data capabilities, for their media strategy and execution.

Engine’ Group’s existing clients on the research, customer and employee experience side include the Australian Government, Tourism Research Australia and J&J Visa.

The inception of Engine Agency follows Engine’s launch of its transformation division in 2017 and program offering Engine Media Exchange (EMX) in 2018.

Cain, most recently a director at independent agency Principle Media Group, said the launch of the agency comes after significant changes to consumer behaviours in 2020.

“It’s an exciting opportunity to launch an agency with access to Engine Group’s war-chest of capabilities across market research, analytics, data and technology.

“The circumstances of 2020 generated some dramatic changes in consumer behaviour, so the ability for us to utilise our research and insights division on a brief-by-brief basis will be a huge advantage for our clients and represents a unique and dynamic offering to advertisers.”

Calvin Cain and Grant Abrahams will serve as directors

Abrahams was last the director of digital and technology at Carat, and has spent more than a decade with the Dentsu Group across South Africa and Australia.

He said Engine Group’s existing specialities will allow Engine Agency to creative actionable custom audience segments for clients.

“The combination of Engine research and technology specialities allows us to convert bespoke market research into actionable custom audience segments to improve campaign effectiveness for our clients, but it also provides advertisers with a new level of accountability and campaign measurement to instil confidence in their investments.”

The launch of Engine Agency coincides with Engine’s launch of cookie-less attitude-based audience solution constructed from declared survey data.

The initial results of the new solution have seen a 30% greater ROI effectiveness than other data partners.

Engine APAC CEO Oliver Rust said marketers need to keep evolving their strategies and approaches as consumer behaviours shift.

“Business pressures are always a catalyst for marketers to look at the partners they are working with, but the changes in consumer behaviour have been dramatic this past year and likely long-lasting.

“Marketers will need to evolve their strategies and approaches, and many may find that the partners they have now aren’t necessarily the partners that will be most equipped to take them into the future.”

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