Engine Group CEO Peter Scott said: "Brand activation is a broad category that works across a range of disciplines and channels. We found that most offerings in the sector were creatively or delivery led, and now we can offer a compelling mix of insight and strategy to that mix."
Founded in 1999 by Olly Raeburn and Andy Annett, Liquid's clients include Mitchells and Butlers, Unilever, Innocent smoothies, Morgan Motor Co, Scandinavian Airlines (SAS), Danone, Vertu, Whole Foods Market and LVMH.
Andy Annett will become CEO of the now 40-strong company with Nick Presley as creative director and Olly Raeburn as strategy and business development partner.
The move follows Engine's recent acquisition of Digital Public and Republic PR, and reinforces the group's drive to build a company that provides integrated marketing communications services. Engine's partner companies include WCRS, Dave, Personal, Woo, Slice, Huge Entertainment, Karen Earl Sponsorship, Altogether Digital, Mandate and Digital Public.