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ORC Brand To Go in North America
ORC International parent Engine Group has announced a restructure to focus on 'integrated, data-driven marketing solutions'. This will bring three of its existing business units in North America - ORC, Deep Focus and Engine Media - under the single brand, 'Engine'. The ORC International brand will, DRNO understands, be retained in the UK.
 Engine Group is headquartered in New York and has seventeen offices across North America, the UK, Europe and Asia-Pacific, offering a range of marketing solutions including insights, content, distribution, data and technology.
The new structure will focus around a new proprietary data platform, Engine Connect, which includes client data and the group's EMX programmatic media marketplace, as well as 'dozens' of third-party data integrations. At launch, the platform boasts more than 100 million user IDs, and is integrated with four practice areas - Insights, Content, Distribution and Technology.
Trailer Park, Engine's creative agency specializing in content creation and entertainment marketing, will maintain its brand name, as will EMX.
Rick Eiserman (pictured), CEO of Engine US, says the firm is 'constantly re-evaluating our business approach in order to better serve our clients and establish a stronger competitive position in the marketplace'. He continues: 'Engine has been investing in capabilities with data at its core. Key acquisitions include Clearstream, bRealTime and Balihoo, among others... The role of data is more important than ever, and marketers are in search of simple, effective ways to leverage it. This new working model enables us to provide custom marketing solutions and deliver seamlessly on behalf of all our clients, including brands, agencies and publishers'.
ORC's Chicago-based backers Lake Capital bought Engine four years ago and announced the firms would work in close alignment. Yesterday, DRNO announced that ORC International UK MD Richard Cornelius is to leave the company next week after almost 35 years at the business.
Web site: www.enginegroup.com .
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