Market Overview

Schiefer Chopshop Acquires Fuel to Expand Its Digital Capabilities and Raise Its Innovative Integrated Marketing Offerings to the Next Level

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Natural Synergy Between Southern California Marketing Agency and
Canadian-Based Digital Agency Set to Change the Digital Marketing
Landscape

In a deal that integrates advanced digital capabilities into its
creative marketing mix, Irvine-based Schiefer
Chopshop
(SCS) acquires Fuel
Industries
(Fuel), a digital agency from Ottawa, Canada. Schiefer
Chopshop, known for their proprietary data-driven media planning and
innovative creative content for global brands, elevates their digital
division with the addition of Fuel to provide enhanced creative,
content, media, social media and brand solutions to clients.

"We are incredibly excited to bring Fuel's digital leadership into the
SCS family and offer our clients a truly integrated service offering for
360-degree marketing management, with a heavy emphasis on where
consumers are today," said James Schiefer, co-founder and chief
executive officer. "Fuel represents how technology, gaming, and digital
entertainment can reach and impact consumers in innovative ways."

"We are especially excited about offering our clients full in-house
capabilities in augmented reality (AR), virtual reality (VR), artificial
intelligence (AI), voice experience, gaming, gamification, and
browser-based digital entertainment experiences," says co-founder and
chief creative officer Zach Lyons. "Our creative capabilities have no
limits as we look to maximize the full potential of these technology
resources."

"I've worked firsthand with the Fuel team and see the technology
innovation that they can bring for consumer brands," says Jeff Roach,
president and chief strategy officer of SCS (and former chief strategy
officer of Fuel). "From the first digital Happy Meal for McDonald's
internationally, to the global platform build of Barbie.com for Mattel,
to Microsoft's DVLUP platform and NASCAR's Acceleration Nation, Fuel
represents true digital brand innovation. With this integration, our new
offering will allow clients to scale and reach modern consumers with a
nimbleness, speed-to-market, and focus on total brand performance that
few agencies can deliver."

The SCS roster of accounts, including Blizzard Entertainment, Boost
Mobile, Falken Tires, Mothers Polish, Prestone and SYLVANIA, will be
joined by a variety of digital clients, such as Carnival Cruise Lines,
John Deere, NASCAR, and Warner Bros. Fuel's 25 staff members from Ottawa
and Los Angeles will join SCS's 60 team members, based in Irvine,
California.

Fuel Has Dominated the Digital Space with Technology Innovation

Founded in 1999 in Ottawa, Canada, Fuel went on to hold offices in
Seattle and Los Angeles and executed a number of digital firsts for
global clients like Coca-Cola, Dreamworks, GEOX, Hasbro, Lucasfilm,
Mattel, McDonald's, Microsoft, Coca-Cola, NASCAR, Nickelodeon,
Salesforce, and Warner Bros., amongst many other brands. The creative
and technology teams at Fuel build digital products for brands ranging
from website platforms to mobile app builds, games, gamification loyalty
programs, and AR, VR, AI and voice experiences.

Fuel's capabilities in digital analytics and website and app performance
will be integrated into the SCS Marketing Intelligence (SCSMI) platform.
SCSMI is a marketing data analytics visualization that provides clients
with real-time data performance information and insights that allow SCS
to track marketing performance and improve creative and media tactics in
response to campaign performance in-market.

The SCS Executive Team will see the addition of:

  • Braden Bailey, chief operating officer
  • Julie Allen, chief finance officer
  • Martin Walker, chief technology officer
  • Anthony Licon, chief digital officer

This group joins Schiefer Chopshop executive team:

  • James Schiefer, chief executive officer
  • Zach Lyons, chief creative officer
  • Jeff Roach, president and chief strategy officer
  • John Zegowitz, senior vice president of creative and executive
    creative director
  • Naomi Olsen, vice president of brand solutions

The deal also officially launches SCS Canada with former Co-CEO of Fuel,
Andy Wing, to the role of chief innovation officer at SCS.

ABOUT SCHIEFER CHOPSHOP

Schiefer
Chopshop
is an Irvine-based media and creative agency. Founded in
2016 with the merger of media agency Schiefer Media and content creation
studio Chopshop, Schiefer Chopshop combines data-driven media planning
and innovative creative content for global brands.

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