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

IRVINE, Calif.–(BUSINESS WIRE)–August 9, 2018–

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 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.


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.

Reveille, Inc.
Emily Mason, 949.560.7578

VentureBeat's mission is to be a digital town square for technical decision-makers to gain knowledge about transformative enterprise technology and transact. Discover our Briefings.