New Engen - Comprehensive Analysis Report

Summary

New Engen is a prominent digital marketing agency, founded in 2016 and headquartered in Seattle, Washington, with a widespread presence across the U.S. The company’s core mission is to profoundly impact every phase of the customer journey, striving to maximize, measure, and replicate successful growth strategies for its clients. Specializing in performance marketing, New Engen is dedicated to solving complex customer growth challenges by delivering measurable results and optimal return on investment for a diverse clientele, including leading Direct-to-Consumer (DTC) brands and major platforms. The agency distinguishes itself through a growth-obsessed, full-funnel approach, leveraging data-driven insights, artificial intelligence, and agile execution across media, creative, and analytics to unlock and accelerate sustainable growth.

1. Strategic Focus & Objectives

Core Objectives

New Engen’s primary business objectives center on accelerating growth for brands through a data-driven, agile methodology. Key goals include:

• Unlocking and accelerating client growth by integrating deep market expertise, artificial intelligence, and disciplined execution across media, creative, and analytics.

• Delivering efficient and sustainable growth through comprehensive insights into markets, customers, and competitive landscapes.

• Employing a strategic, full-funnel media approach that continuously adapts to the evolving digital ecosystem, leveraging channels from social and search to broadcast.

• Prioritizing measurable impact to ensure maximum growth and optimal ROI for clients.

Specialization Areas

New Engen's areas of expertise and unique value propositions include:

• Performance Marketing: A deep-rooted focus on delivering quantifiable results and maximizing clients' return on investment.

• Data-Driven Strategy: Utilizing proprietary technology and advanced analytics to inform and optimize marketing campaigns.

• Full-Funnel Digital Marketing: Comprehensive solutions that address every stage of the customer journey, from awareness to conversion.

• AI-Powered Innovation: Leveraging artificial intelligence to enhance marketing speed, intelligence, and scaling capabilities.

• Cross-Channel Expertise: Executing integrated strategies across various digital channels including social, search, and traditional broadcast.

Target Markets

New Engen primarily targets:

• Direct-to-Consumer (DTC) brands, such as 1-800-Flowers.

• Digital platforms like BET+.

• A broad spectrum of brands seeking breakthroughs to unlock and accelerate growth in the digital marketing landscape.

2. Financial Overview

Funding History

New Engen is a private company that has raised a total of $10.6 million in funding.

• Key Investors: Notable investors include Insignia Capital Group, Monroe Capital, NewRoad Capital Partners, and August Capital.

• December 2021 Equity Investment: Insignia Capital Group made an equity investment intended to accelerate the company’s growth and expand its service offerings.

• January 2026 Senior Secured Credit Facility: PGIM provided New Engen with a Senior Secured Credit Facility. This funding was allocated to:

• Refinance existing debt.

• Fund the acquisition of Grapevine.AI.

• Provide a distribution to shareholders.

This indicates a strategic emphasis on leveraging capital for acquisitions and supporting future growth initiatives.

Regarding revenue, estimates vary:

• One estimate suggests an annual revenue of $17.5 million.

• Another estimate places the annual revenue in a broader range of $250 million to $500 million.

3. Product Pipeline

Key Products/Services

New Engen distinguishes itself through proprietary technological platforms and data-driven methodologies, with its flagship platform being LIFT.

• LIFT Platform:

• Description: A purpose-built, AI-powered platform designed to facilitate faster, smarter marketing across strategy, creative, media, and measurement. It provides real-time, cross-channel views of performance to optimize spend, maximize impact, and scale marketing efforts.

• Development stage: Actively developed and deployed as a core component of New Engen's service offerings.

• Target market/condition: Brands seeking optimized digital marketing performance, enhanced measurement, and scalable growth.

• Key features and benefits:

• Correlation Labs: Offers advanced incrementality insights.

• AI Variant Testing: Advances creative learning through iterative testing.

• Creator Hub: Streamlines collaboration for influencer and affiliate marketing campaigns, covering planning, content approvals, and performance tracking.

• Mr. Oven: An internal tool for message testing, deconstructing high-performing content to enable smart, full-funnel creative decisions.

• RippleAI Technology: Utilized for advanced analytics, including incrementality testing and Marketing Mix Modeling (MMM), delivering real-time insights and measuring the direct impact of media spend.

4. Technology & Innovation

Technology Stack

New Engen employs an advanced technological stack to power its data-driven marketing campaigns and proprietary platforms.

• Core Platforms and Technologies:

• LIFT Platform: The proprietary, AI-powered platform at the heart of New Engen’s services for marketing strategy, creative, media, and measurement.

• RippleAI: Technology specifically deployed for advanced analytics, incrementality testing, and Marketing Mix Modeling.

• Proprietary Developments:

• Correlation Labs: An internal capability for incrementality insights.

• AI Variant Testing: A proprietary method for advancing creative learning.

• Creator Hub: A specialized tool to manage influencer and affiliate marketing collaborations.

• Mr. Oven: An internal tool for message testing and creative decision-making.

• Scientific Methodologies: Emphasizes an AI-driven approach for scaling performance and new customer acquisition, focusing on championing and elevating marketers.

• Technical Capabilities:

• Adobe Analytics: Utilized for comprehensive analytics.

• Google BigQuery: Leveraged for data warehousing and advanced data processing.

• Contentful: Employed for content management.

These technologies enable New Engen to provide real-time, cross-channel performance views and optimize marketing spend effectively.

5. Leadership & Management

Executive Team

New Engen's leadership team is composed of experienced professionals driving the company’s strategic direction and growth.

• Justin Hayashi: Co-Founder & CEO, Board Member

• Professional Background: Instrumental in New Engen's transformation from a software startup into a leading digital marketing agency.

• Key Contributions: Guides the company’s evolution, with a keen interest in strategic attribution discussions.

• LinkedIn Profile: https://www.linkedin.com/in/justinhayashi

• Jon White: President and Board Member

• Professional Background: Previously built Honey's marketing efforts, which led to its $4 billion acquisition by PayPal.

• Key Contributions: Currently leads creative growth and strategy for New Engen.

• LinkedIn Profile: https://www.linkedin.com/in/jonwhite

• Bridgette Takeuchi: SVP, Operations

• Anna Otieno: Head of Research, Strategy & Insights

• Michael Goodwin: Chief of Staff and Director of Corporate Development (also listed as VP, Strategic Operations & Corporate Development)

• Cindy Arthur: General Manager of Performance Marketing (also listed as General Manager, Digital Marketing)

• Kevin Goodwin: SVP of Strategy & Growth

• Shannon Hill: VP, Marketing

• Andrew Richardson: Senior Vice President of Advanced Analytics & Measurement

• Henry Prevette: Vice President of Business Development

• Lacie Thompson: Chief Growth Officer

Recent Leadership Changes

New Engen has made strategic appointments to its leadership team to strengthen its data and partnership strategies.

• December 2023: Andrew Richardson was appointed Senior Vice President of Advanced Analytics & Measurement. This role focuses on innovating the agency's integrated data practice and addressing the growing demand for comprehensive, cross-platform measurement strategies.

• June 2024: Henry Prevette was appointed VP of Business Development, a newly established position. This role aligns with New Engen's growth objectives through strategic partnerships.

6. Talent and Growth Indicators

Hiring Trends and Workforce

New Engen has experienced significant growth, more than doubling its size since 2021.

• Company Size: Employee count varies across sources, typically ranging from 196 to 500 employees, with some specific figures indicating approximately 476 total employees. Other estimations suggest a range of 201-500 employees.

• Hiring Patterns: Current trends indicate active recruitment for remote positions across various marketing disciplines within the United States.

• Key Roles Recruited: Frequently posted roles include:

• Account Executive

• Account Strategist - Donut Studios (Creative Strategy Analyst - Grapevine also seen)

• Associate, Paid Search and Paid Social

• Copy Editor - Grapevine

• Manager, Paid Social

• Measurement Strategist

• Project Manager, Production - Donut Studios

• Senior Data Engineer

• Senior Manager, Client Strategy, Paid Social, and Sales

• Employee Sentiment and Culture Insights: New Engen is recognized for a positive work environment, emphasizing teamwork, diversity, continuous learning, and a strong sense of belonging. Employees rate the company highly for CEO Rating, Meetings, Team, Compensation, Happiness, and PerkAndBenefits categories, with 62% positive reviews on Comparably.

• Company Growth Trajectory Indicators: The company's expansion and sustained talent acquisition efforts, particularly in specialized and strategic roles, indicate a robust growth trajectory. It was recognized as one of Inc. Magazine's Best Workplaces in 2024, highlighting a culture of collaboration, empowerment, support, respect, inclusion, and innovation.

7. Social Media Presence and Engagement

Digital Footprint

New Engen maintains an active and strategic presence across various social media platforms to engage with its community, share industry insights, and promote its brand messaging.

• LinkedIn: [https://www.linkedin.com/company/new-engen-inc-/](https://www.linkedin.com/company/new-engen-inc-/)

• Used for professional networking, thought leadership content, company updates, and showcasing career opportunities.

• Facebook: [https://www.facebook.com/newengen](https://www.facebook.com/newengen)

• Shares brand messaging, content, and engages with a broader audience.

• X (formerly Twitter): [https://x.com/newengen](https://x.com/newengen)

• Utilized for real-time updates, industry commentary, and quick engagements.

• Instagram: [https://instagram.com/newengenseattle](https://instagram.com/newengenseattle)

• Focuses on visual content, company culture, trends, and creative output.

• Brand Messaging and Positioning: Through these platforms, New Engen consistently communicates its positioning as a data-driven, growth-obsessed digital marketing agency that prioritizes measurable impact and innovative solutions.

• Community Engagement Strategies: Engages through sharing insights, responding to comments, and promoting interactive content.

• Thought Leadership Initiatives: Regularly publishes trends reports (e.g., Instagram Trends, TikTok Trends) and insights to establish itself as a leader in the digital marketing space.

8. Recognition and Awards

Industry Recognition

New Engen has received notable recognition for its workplace culture and growth trajectory.

• Inc. Magazine's Best Workplaces 2024: Recognized as one of Inc. Magazine's Best Workplaces in 2024, an accolade based on positive employee feedback concerning workplace culture, benefits, and work-life balance. This highlights the company's commitment to fostering a collaborative, empowering, supportive, respectful, inclusive, and innovative environment.

• Inc. 5000 Honoree: New Engen has been listed multiple times on the Inc. 5000, which recognizes the fastest-growing private companies in the United States, demonstrating consistent revenue growth over several years.

9. Strategic Partnerships

New Engen engages in strategic partnerships to expand its capabilities and market reach.

• Grapevine.AI Acquisition: The company utilized a Senior Secured Credit Facility from PGIM in January 2026 to fund the acquisition of Grapevine.AI. This acquisition aligns with New Engen’s strategy of leveraging capital for strategic integrations to enhance its service offerings, likely in influencer and affiliate marketing given its "Creator Hub" platform component.

• Industry Collaborations: The appointment of a VP of Business Development in June 2024 underscores the company's commitment to actively pursuing and nurturing strategic partnerships to support its growth plans.

10. Operational Insights

New Engen operates with a strong market position, driven by its specialized focus and innovative approach.

• Current Market Position: Positions itself as a leading growth-obsessed, full-funnel digital marketing agency.

• Competitive Advantages:

• Proprietary Technology: The LIFT platform, with its AI-powered analytics and tools like Correlation Labs, AI Variant Testing, Creator Hub, and Mr. Oven, provides a unique edge in optimizing marketing performance.

• Data-Driven & Agile Approach: A commitment to measurable impact, continuous iteration, and deep consumer research fuels effective strategies.

• Full-Funnel Expertise: Ability to drive impact across the entire customer journey, from brand awareness to conversion and retention.

• Talent & Culture: A highly rated work environment that attracts and retains skilled professionals, fostering innovation and teamwork.

• Operational Strengths:

• Cross-Channel Execution: Proficiency in managing and optimizing campaigns across diverse digital platforms.

• Strategic Acquisitions: Demonstrated willingness to acquire complementary technologies (e.g., Grapevine.AI) to enhance capabilities.

• Focus on ROI: A core emphasis on delivering measurable results and maximizing client ROI.

• Areas for Improvement: While the report does not explicitly state areas for improvement, a continuous focus on refining AI models, expanding geographic reach, and integrating new digital channels would be ongoing operational considerations in a rapidly evolving market.

11. Future Outlook

Strategic Roadmap

New Engen’s future outlook is centered on sustained growth, technological advancement, and strategic expansion.

• Planned Initiatives:

• Continued AI Integration: Further development and integration of AI within the LIFT platform and other proprietary tools to enhance marketing intelligence and automation.

• Expansion of Service Offerings: Leveraging acquisitions like Grapevine.AI to broaden capabilities, particularly in areas like influencer and affiliate marketing.

• Deepening Analytics: Innovating integrated data practices and developing comprehensive, cross-platform measurement strategies to provide even richer insights.

• Growth Strategies:

• Strategic Partnerships: Actively pursuing and developing strategic collaborations to expand market reach and access new client segments.

• Geographic Expansion: Continuing to build out teams across the U.S. beyond its current presence to support a growing client base.

• Talent Development: Investing in its workforce and maintaining a highly attractive workplace culture to support continued growth and innovation.

• Expansion Opportunities: Exploring new digital channels and emerging technologies to stay ahead of the curve and offer cutting-edge solutions to clients.

• Future Challenges and Mitigation Strategies: The rapidly evolving digital marketing landscape presents challenges (e.g., changes in platform policies, data privacy regulations). New Engen's agile, data-driven approach and commitment to continuous learning and iteration are designed to mitigate these challenges, ensuring adaptability and resilience. Its focus on insights and measurement also helps clients navigate complex market dynamics.