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Deep Focus Pivots To Create New, Nimble Agency Model

NEW YORKJUNE 20, 2017Deep Focus, the digitally-led creative agency in the Engine network of communications agencies, is creating a new model to meet the changing market dynamics in advertising. Leaning into the agency’s 15-year legacy of creative excellence, the future-looking model focuses on providing nimble, flexible deliverables grounded in data and insights that help clients achieve results effortlessly. Central to this is linking Engine Media’s capabilities into client solutions, and a client service model that focuses on strategy.

The new agency, will retain the name Deep Focus, and will combine Deep Focus and Moment Studio, Engine’s mobile & social content agency. The Moment Studio brand will continue to be used and called upon for its industry-leading content capabilities. Ken Kraemer, current CEO of Moment Studio, has been named CEO of Deep Focus, where he had previously served as head of creative for six years. Under Kraemer’s leadership, Moment Studio, a pioneer in nimble content creation and flexible client service models, has doubled its revenue year to year. The businesses have worked closely together over the last 18 months, and have won five new clients in the past six months, including SlimFast and U.S Bank.

“Clients are looking for outstanding creative that works hard for their business. It tells great brand stories effectively, but reaches its precise target audience efficiently enough to deliver true ROI to the business,” said Kraemer. “We don’t live in a world anymore where great creative is enough. The work has to work, and so focusing on delivering clients data and insight- driven work that delivers on their business results is where our focus will lie.”

Ian Schafer, current CEO and Chairman of Deep Focus, has been elevated to the role as Chief Experience Officer at Engine U.S., focused on helping bring the best of Engine together to create new products and new client engagement models.

“We believe that the new combined business model is the model that clients need now, and we are confident Ken’s distinctive combination of strategic and creative leadership can execute on that vision,” said Rick Eiserman, North American CEO, Engine Group. “Additionally, from the Engine perspective, we know that Ian, who has spent 15 years building a powerhouse digital brand, will now be able to bring immense value to our portfolio of companies and their clients in this new role.”

A number of key executives will also take on elevated roles that combine traditional departments and use hybrid leadership roles to ensure nimble solutions for clients under the new model. Christina Cooksey, currently Executive Director of Content at Moment Studio, will take over as SVP of Creative Product. Kristen King, formerly Group Account Director across many of Deep Focus’ key businesses, will become SVP of Client Strategy, where she will lead efforts to create a smart, modern relationship and strategy offering. Michael Asaro, formerly Executive Group Director of Production, will become SVP of Operations.

“Advertising is changing faster than ever,” Kramer said. “Agency responsibilities are being consolidated, there are fewer AOR assignments with more competition for them, and there’s been a complete shift in

the space that made Deep Focus famous – social. That’s why we are focused on creating a new way for clients to be effective in this landscape – an agency that is creatively nimble, fueled by data and analytics, and keeps creative and distribution closely integrated at every stage of development. The new Deep Focus will be a reflection of that vision and really what client’s want and need.”

Deep Focus will additionally be building the capabilities of Engine Media Group directly into the business to ensure leadership in integrated distribution and analytics.

Engine US’ first Chief Experience Officer and founder of Deep Focus, Ian Schafer, added, “after 15 years of building and leading Deep Focus, I’m proud to be handing the next step in our companies’ evolution to Ken. I’m excited for my new opportunity, which will enable me to look across Engine’s great group of businesses -- and people -- to assemble modern solutions for today’s (and tomorrow’s) modern business challenges.”

Press Contacts:

Marielena Santana
DiGennaro Communications

Megan McIlroy
DiGennaro Communications

About Deep Focus

Deep Focus is an award-winning, digitally-led creative and content creation agency that creates work that works. Founded in 2002 and headquartered in New York City, the agency has a global footprint with offices in Los Angeles, London, and Hong Kong. Providing best-in-class services, Deep Focus is proud to work with an array of leading clients including Frito-Lay, Nestlé, Purina, and eBay. Deep Focus is part of Engine Group, an independent, collaborative network designed to help businesses successfully navigate disruption. For more information, visit or on Twitter at @deepfocus.

About Engine Group

Engine Group is an independent marketing services network designed to help businesses successfully navigate disruption. Engine Group has a unique collaborative model that adds tangible value to clients – transforming their businesses through natural and seamless integration. With operating hubs in the UK, North America and Asia, the individual businesses within the network include WCRS, MHP Communications, Trailer Park, ORC International, Partners Andrews Aldridge, Deep Focus, Synergy, Calling Brands, Mischief, Fuel, Transform and Slice. Together, they cover a vast range of marketing services including market research, creative, strategy, digital, social media, advertising, public relations, and content creation and production. Clients include Google, Frito-Lay, Fiat Chrysler Automobiles and all the major entertainment studios, including Warner Bros, Disney and 20th Century Fox. For more information, visit