New Engen

It was great to have Caroline Levere in our Seattle office this week following New Engen's recent acquisition of GrapevineAI, with a focus on how we can add greater value for our clients. We’ve believed for a long time that content is the most powerful driver of performance. As platforms continue to reward native, creator-led formats, that belief has only become more concrete. Grapevine strengthens our ability to help clients meet the growing demands for high-velocity, performance-driven content that actually delivers outcomes. Grateful to Caroline and the entire Grapevine team for the trust, and a special shout out to Aniket (Nick) Shah for building such a strong foundation. Looking forward to building what’s next together.

🎉Big news: New Engen has acquired Grapevine! We’re adding a creator-powered performance content capability designed to solve one of the biggest constraints brands are facing in paid social right now: creating enough authentic, high-performing creative—fast enough. Grapevine brings a creator-powered approach to performance content that helps brands:  ✅ Brief creators strategically around real business objectives  ✅ Produce advertorial-style, platform-native creative at scale  ✅ Activate creator content through whitelisted paid social—without relying on brand handles alone Together, we’re expanding our existing creator-led performance capabilities to help brands create volume with velocity, without sacrificing impact or authenticity. Link to the full release is in the comments 👇 #PaidSocial #CreatorMarketing #BrandGrowth #AcquisitionNews #PerformanceCreative

We're #hiring a new Senior Creative Strategist - Donut in United States. Apply today or share this post with your network.

Google is shaking up how it partners with agencies – and our CEO Justin Hayashi is weighing in. In a recent ADWEEK feature on Google's agency reorg, Justin shared insights on what this shift means for the future of agency-tech collaboration. “There’s still an element of spend and adoption,” Justin said, “but I think they’ve augmented the scorecard in how they view agency success.” Translation: deeper integration, smarter partnerships, and a more holistic view of value. 📖 Learn more on our blog: https://hubs.la/Q040MWDg0 #Adweek #AgencyLeadership #DigitalMarketing #GoogleAds #AdTech

We're #hiring a new Payroll Manager in United States. Apply today or share this post with your network.

We're #hiring a new Associate Manager, Affiliate and Influencer Marketing in United States. Apply today or share this post with your network.

Exciting news! We’re proud to share that New Engen has been named one of Ad Age’s Best Places to Work for 2026. 🎉 This recognition reflects something we care deeply about: building a place where people can do meaningful work, grow their craft, and show up as themselves. It’s not about perks or slogans. It’s about how we work together, how we support one another, and how we continue to invest in our people as the business grows. Ad Age’s Best Places to Work list highlights organizations that create strong, engaging environments for their teams, especially during times of change. Being included is a meaningful nod to the culture our team helps shape every day. We’re grateful to everyone at New Engen who makes this what it is. The work, the care, and the standards you bring matter. We’re also continuing to grow! 🌱 If you’re curious about building your career here, check out our open roles and learn more about opportunities at New Engen. 📖 Learn more on our blog, link in comments. #BestPlacesToWork #WorkplaceCulture #MarketingCareers #PeopleFirst #AgencyLife

I get asked a lot what the “best” measurement tools are. My honest to goodness answer is that the best tools are the ones that actually get used. Most measurement tools are very capable in one way or another. Where things tend to struggle is less about the technology itself and more about how it is introduced, owned, and integrated into day-to-day decision making. Over time, I have seen great tools sit unused and simpler tools become critical. The difference is almost never the feature set. A few patterns come up again and again: • Tools selected before definitions or success criteria are aligned • Expectations that one tool will answer every question • Unclear ownership once the tool is live • Assumptions that adoption will happen naturally If there’s confusion going in, a tool doesn’t clear it up. It usually just shows you where it already exists. Before bringing a tool in, it helps to slow down and make a plan. 1. Who owns it day to day? 2. Who is responsible for interpreting the output and connecting it back to decisions? 3. How does an agency or external partner fit into that workflow? 4. What would make us say "Wow, I'm really glad we bought this!" a year from now? I work with a wide range of vendors and platforms, and after being in this space for a long time, I definitely have preferences and biases. That comes with experience. What I have learned, though, is that even my favorite tools struggle if they are dropped into an organization without clear ownership and intent. Tools don’t fail because they’re bad. They fail because no one was clear on how they were meant to be used.

2026 Resolution: Be more like a scientist. A major focus for us this year is increasing experiment velocity for all of our clients. We have long seen that experiment velocity correlates with business growth & marketing effectiveness. With the added pressure from consumer headwinds, competitive saturation, AI and ✨everything else ✨, it's time to consider an experiment-first approach as table stakes for any brand that wants to thrive. Velocity is the area most brands fall short. Many brands run zero to a handful of experiments in a year. But velocity without direction or clear bearings is dangerous and can lead to wasted energy or decisions that negatively impact business. To keep things simple, we use a two bucket framework for planning: 1. Bucket 1: Rapid, Directional Experiments: these are quasi-experiments. Fast, cheap, directional and largely tell you how customers are responding or how a channel is changing. These help you modulate your day-to-day strategy and avoid slow, long term decay. - What language resonates more with customers right now? - Which framing gets more attention or engagement? - Does Feature A outperform Feature B in this context? These can probably be 80% of your experiments, but deliver 20% of the value. 2. Bucket 2: Structural, Causal Experiments: these are true experiments that tell you what is actually causing outcomes. Slower, statistically rigorous, more expensive and tell you whether your marketing works (and to what degree). - Is paid media actually driving incremental demand? - What happens if we remove or add a channel entirely? - How much of this growth would have happened anyway? These can probably be 20% of your experiments, but deliver 80% of the value. A framework like this is essential to avoid the VERY common pitfalls we see: - Practitioners think these buckets are the same - they treat bucket 2 experiments like the bucket 1. This leads to underinvested tests, false reads, low confidence and bad decisions. - Practitioners live in one bucket - USUALLY bucket 1. It’s more tangible, it’s more responsive, it's less risky for our egos and we get addicted to the more real-time nature of it. You need BOTH kinds of test to thrive in this environment. If we can increase testing velocity by 50% for our clients this year, I think that will be a major success. You should challenge yourself to do the same. New Engen