Engine, which includes PR firms MHP and Mischief in the group, has launched a new data-driven digital media services division, Engine Media, and brought in Starcom MediaVest Group’s Lisa Weinstein to head it up.
Weinstein, as CEO, will run Engine Media out of the US.
The European side of the business will be overseen by Engine UK’s chief strategy officer, Pete Edwards, who aims to develop the group’s current distribution and creative enhancement capabilities, as well as evolve the business through future acquisitions with Weinstein.
In the first instance, Weinstein and Edwards will target the issues of data fraud and viewability, which they say currently “plague” the industry.
Weinstein will report to Engine’s executive chairman Terry Graunke and will be based in Chicago.
Graunke said: “Engine has a long heritage of helping brands succeed through content creation and consumer intelligence. We are now adding the crucial component of digital distribution which completes our ability to deliver a seamless experience for our clients and their customers. Lisa’s proven leadership and knowledge of media, data and technology will help to propel Engine, and our clients’ business, forward.”
Weinstein added: “Engine’s collaborative culture already provides best-in-class capability across marketing services disciplines. Engine Media will apply leading workflow, technology and data to deliver better consumer experiences and improved performance for a diverse set of customers including marketers, other agencies and publishers.”