ICR Launches Blue Engine to Redefine Creative Consumer Communications

by | Dec 4, 2023

NEW YORK–November 30, 2023: In the dynamic world of creative communications, a new force has emerged – Blue Engine. Formed through the strategic union of the consumer lifestyle practice at ICR and leading consumer communications agency Bullfrog + Baum, Blue Engine embodies a fresh and energetic approach to brand strategy and storytelling. The agency offers a comprehensive suite of services across the consumer lifestyle space, including public relations, strategic partnerships, events + experiences, branding, creative, digital marketing, social media, influencer marketing, crisis management and more.

This news follows an announcement from earlier this year, when ICR made public its acquisition of Bullfrog + Baum and plan to bring the two consumer practices together under one roof. Blue Engine – the new, resulting company – offers innovative thinking, spirited collaboration and creative solutions to both new and existing clients.

Headquartered in New York City, the Blue Engine team of more than 60 brand-building experts is led by Jennifer Baum, CEO and Seth Grugle, President. Working with the agility of a small agency, yet backed by big agency resources, Blue Engine employs an approach that brings the best of all worlds to the marketing discipline, tailoring client and partner needs on an individual level, while driving mass awareness and deep connections with consumers – all to drive the bottom line. Blue Engine serves a world class client roster across a broad spectrum of consumer-facing industries, from restaurants, retail, travel + tourism, beauty, fashion and health + fitness to CPG, wine + spirits and consumer tech, among others.

“The energy within our team is palpable, and we are eager to channel this enthusiasm into every project we undertake,” says Jennifer Baum, CEO, Blue Engine. “We’ve assembled a collective of passionate individuals who thrive on turning visions into reality and who share a commitment to excellence. Today marks not only the formation of a company, but the beginning of a new era filled with creativity, innovation and boundless possibilities.”

“Today is the day that Blue Engine stakes its claim as a creative communications powerhouse, fueled by a spirit of exploration, innovation and a commitment to driving brands forward,” explains Seth Grugle, President, Blue Engine. “We are your partner on every step of your business journey – whether you’re just getting started or an already-known entity – navigating new paths, sparking meaningful conversations and powering your next, exciting chapter.”

For more information on Blue Engine, please visit www.theblueengine.com and follow along @weareblueengine.

About Blue Engine

Blue Engine℠ is a creative communications agency that taps every resource at its disposal to drive your brand forward. Even if it means making the impossible possible. Founded in 2023 through a merger between premier marketing communications agency Bullfrog + Baum and the award-winning consumer public relations practice at ICR, Blue Engine offers a fresh and energetic approach to brand strategy and storytelling with a comprehensive suite of services across the consumer lifestyle space. Follow the journey on Instagram, Facebook, LinkedIn and theblueengine.com.

Bulldog Reporter
Bulldog Reporter is a leader in media intelligence supplying news, analysis and high-level training content to public relations and corporate communications professionals with the mission of helping these practitioners achieve superior competitive performance.


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