Engine buys Brand New Entertainment

The WCRS parent company, Engine Group, has acquired a majority stake in the digital media consultancy Brand New Entertainment for an undisclosed sum. Halogen Group will retain a minority stake in the company following the deal.

The agency will be rebranded as Huge Entertainment. It aims to connect consumers with brands via digital entertainment channels and joins Meme, the viral marketing agency, and Eyefall, the search optimising company, in Engine's digital offering.

Brand New Entertainment has formulated mobile, TV and digital strategies for the TV channels National Geographic, HomeChoice and Fox International. All three will continue to work with Huge Entertainment.

Julian Hough, the Engine business development director, said: "Brand New Entertainment's forward-thinking perspective is a natural fit for the Engine Group."

Brand New Entertainment was founded by the former Flextech director of strategy, Jonathan Peachey. He will run Huge Entertainment with the ex-BBC Technology commercial director, Phil Fearnley.