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WCRS was until recently a highly regarded full service agency, based in London. Until 2004, it was part of the Havas-owned Arnold Worldwide network. The agency's management team bought back their independence that year, and WCRS added to its resources with the acquisition of a string of marketing services companies involved in interactive, branded content, sponsorship and direct marketing. Parent group Engine was created as the umbrella for these different units, becoming a broadly integrated group offering a complete range of interlinked marketing services. In 2019, most of the group's various subsidiaries including WCRS were merged under the umbrella Engine name. Recent expansion has revived memories of WCRS's early history. For a while, in the late 1980s, the agency aspired to become one of the world's largest marketing groups. The WCRS international network was later split out to form what is now the entirely separate media services business Carat. In 2014, US private equity investor Lake Capital acquired Engine Group, with a view to building up a new middle-tier marketing services holding company. There have been several restructurings of the collection of satellite businesses in recent years. One of the cornerstone units is CRM agency Partners Andrews Aldridge. More recent additions include creative and digital agencies Deep Focus and Trailer Park, and PR and activation units Slice, Mischief and MHP. Nielsen (in Campaign) estimated billings of £222m in 2017. UK corporate entity Engine Acquisition Ltd reported billings of £113m in 2016, revenues of £89m but a net loss of £3.1m. Lake Capital's Terry Graunke is chairman of Engine Group. Kasha Cacy, previously CEO of UM USA, was appointed as global CEO of Engine in 2018. Engine Creative CEO Matt Edwards announced his departure in 2019 after 14 years with the agency; his successor was named as Ete Davies.

Capsule checked 3rd August 2018

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Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.

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Recent stories from Adbrands Update:

Adbrands Daily Update 6th Feb 2020: "Market / Punk". Ah, the power of CGI, with which anything is possible. The ostrich (or his close relative) last seen in a Samsung VR ad by Leo Burnett a couple of years ago has been signed up by Engine to become the brand mascot for the Eurostar rail service between the UK and Europe. It's a clever concept, encapsulated by the slogan "You see more when you don't fly". Following in the footsteps of the poster campaign, here's Engine's first commercials: one for us Brits, the other for our European friends (as Boris Johnson likes to call them). Instead of too-obvious landmarks like the Tower of London and the Louvre, the agency has come up with two suitably offbeat "famous for" settings that are likely to have more appeal for Millenial travellers: the Left Bank's Les Puces market and a punk rock exhibition in Camden. The ads lack some of the energy that previous agency AMV BBDO brought to their work for Eurostar, but they're still very strong.

Adbrands Daily Update 8th Oct 2019: "What's Your TV Got For You Tonight?". Engine's new campaign for Now - the contract-free service from satellite broadcaster Sky - really gets to the heart (and other locations) of the TV choice dilemma. It's surprising how few mediaowners are prepared to admit this fact, even about their rivals. There are hundreds of channels available to most viewers these days and thousands of programme choices but you can still never find anything worth watching. That's one of the major factors for the rise of OTT streaming services over traditional cable. The latter's content is 95% rubbish or re-runs, but you're still paying for it month in, month out. Tell it how it is, Now! Great too to see the under-used talent of Robert Webb back on our screens again. Come back, 'Peep Show', we need you more than ever!

Adbrands Daily Update 26th Aug 2019: "Pirates". Engine has delivered a powerful new movie-style campaign for the British Navy's Royal Marines Commando unit. Like the agency's excellent previous work for this client, it ramps up the dramatic tension with the depiction of a raid on a camp of modern-day pirates. It must be hard to tackle a brief like this without sensationalising or glamourising the work the Marines do. However, this fine little film pulls it off with an admirable level of quiet professionalism, and one smooth camera movement.

Adbrands Social Media 13th May 2019: "GoodBagels". Here it is at last: Robert De Niro's Warburtons ad. The team at agency Engine must have fallen off their collective chairs when the legendary film star accepted their proposal. But here he is, following in the footsteps of Sylvester Stallone, The Muppets and Peter Kay to trade banter with Warburtons CEO Jonathan Warburton. In truth, the ad itself is pretty lame, trading on that hackneyed mafia routine that has defined De Niro's screen personality for two decades or more. (The Peter Kay film was more imaginative). But even so. Robert De Niro. For humble British bakery Warburtons. Who would have imagined it?

Adbrands Social Media 1st May 2019: "The Café". Engine delivers quite a different vibe for Arla UK's second-string butter brand Anchor from the one we're used to for big sister Lurpak (handled by Wieden & Kennedy of course). It's just as entertaining and imaginative, though; replacing Lurpak's slightly posher cuisinary approach with the jolly rough and tumble of your local caff, as befits those two brands' respective price points. Some great digitally enhanced gags too.

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