Engine has launched a new on-site agency called NuFu in response to increasing client demand for “always-on content and design capability”. The new offer will be led by Sam Broster, who joins Engine from Oliver.
Short for Nuclear Fusion, NuFu will source experts to sit within client organisations and work exclusively for them. They will provide on-site creative, strategy, design and production support.
NuFu will be led by managing director Sam Broster. He joins Engine from Oliver, where he designed agency solutions for clients including BMW, Starbucks and Vodafone.
The agency’s founding client will be TransPennine Express. A team of specialists will be stationed at the company’s headquarters in Manchester, supported by Engine’s London and Manchester offices.
Broster said: “The on-site agency model is still in its infancy. NuFu will serve as the glue between the brand, the data and the media, allowing clients to hone the effectiveness of content at a faster and more streamlined pace.”
Debbie Klein, chief executive of Engine Europe and Asia, said: “There’s been a clear shift in the market and more and more of our clients want agency insights and expertise on-site. To date, the breed of on-site agencies has been solely focused on warm bodies but we will add insight and measurement.”
She added: “NuFu will be a key part of the Engine network, complementing our existing end-to-end offering and allowing us to partner even more strongly with our clients.”