Marketing Architects and New Engen Join Forces to Bridge the TV and Digital Divide for Scaled Brand Growth

The marketing landscape of late 2025 is defined by the urgent need for cohesive, accountable cross-channel strategies. In a decisive move signaling a new era of integrated media planning, Marketing Architects, the established leader in “All-Inclusive TV,” has formally partnered with New Engen, a digitally native powerhouse renowned for its performance rigor and strategic evolution. Announced on November 10, 2025, this alliance is explicitly designed to dissolve the historical separation between brand-building television investment and measurable digital performance, promising brands a unified pathway to profitable, scaled growth across the entire consumer journey.

Leadership Commentary and Articulation of the Future Vision

This strategic alignment is rooted in a shared, research-backed understanding that siloed marketing is an artifact of a less sophisticated era. The commentary from both agencies paints a clear picture of a unified future where every media dollar must serve both brand equity and bottom-line metrics simultaneously.

Insights from New Engen Regarding the Evolution of Digital Prowess

The perspective emanating from New Engen’s leadership validates the critical necessity of this strategic evolution within the digital sphere itself. Industry leaders within the digital space have become acutely aware that a persistent segment of brand marketing professionals continues to undermine digital’s true potential for building brand equity. This sabotage often manifests as the incorrect application of performance-marketing metrics to brand-building tests, such as executing overly short, two-day testing windows or recycling basic, bottom-of-funnel creative for broad reach campaigns.

Kevin Goodwin, SVP Strategy and Growth at New Engen, articulated this tension, noting, “The days of treating TV as a brand channel and digital as a performance channel are over”. The partnership with Marketing Architects directly addresses this systemic flaw by integrating the proven, scaled brand-building expertise that digital-first agencies often lack. This collaboration empowers New Engen to effectively demonstrate to clients that digital must be utilized for sophisticated brand architecture, moving far beyond the singular focus on immediate sales capture. New Engen, which manages over $1 billion in media spend and was recently recognized as Digiday’s Most Innovative Agency of 2025, reinforces its own evolution from a pure performance shop to a comprehensive agency embracing the full spectrum of marketing effectiveness principles. This shift elevates the strategic conversation with clients beyond the limitations of last-click attribution, a move essential for durable commercial success.

Marketing Architects’ Perspective on Expanding Collaborative Networks

For Marketing Architects, this alliance with New Engen is framed as the next logical progression in their enduring, twenty-five-year mission to disrupt and elevate the traditional agency model through measurable effectiveness. Their long-standing strategy has centered on expanding collaborations with external experts who share their core commitments to high-caliber creativity and driving significant, traceable client growth.

The integration of New Engen is characterized not as a mere addition of outsourced services, but as a deep integration of complementary philosophies that share a relentless desire to challenge established industry norms. As articulated by their representatives, the goal is to support clients in achieving their objectives by seamlessly connecting strategies across the television and digital planes. The resulting campaigns are inherently designed to “work harder at every stage” of the consumer relationship. This move underscores Marketing Architects’ proactive approach to staying ahead of consumer engagement changes, ensuring their “All-Inclusive TV” offering remains the most effective gateway to scaled growth by being perfectly paired with best-in-class, accountable digital execution.

Contextualizing the Move within Broader Agency Ecosystem Developments

The formal partnership between the two firms is a significant data point in a larger narrative sweeping the marketing services sector in 2025—the unbundling of traditional agencies and the consolidation of full-funnel accountability platforms.

New Engen’s Recent Trajectory of Strategic Acquisitions and Expansion

The alliance with Marketing Architects does not exist in a vacuum; it is a capstone event in a clear pattern of strategic aggregation by New Engen, signaling a deliberate pursuit of comprehensive, full-funnel service offerings.

In recent years, under the umbrella of its investor, Insignia Capital Group—which closed a new fund exceeding $500 million in commitments in October 2025—New Engen has demonstrably sought to integrate specialized expertise to fortify its digital foundation. This pattern includes several key, strategic integrations:

• Donut Digital Acquisition (September 2024): The integration of this creative-led performance marketing agency was explicitly aimed at creating a full-service content studio capable of addressing every stage of the customer journey, from short-form video to premium Connected TV (CTV)/Over-The-Top (OTT) content.
• LT Partners Acquisition (June 2023): The prior addition of this partner marketing agency introduced a crucial “performance lens of organic and earned media,” strengthening their holistic measurement capabilities, including affiliate marketing management and publisher partnerships.
• Acorn Influence Acquisition (December 2021): This earlier move established a foundational strength in influencer marketing, further rounding out their digital ecosystem.

Viewed collectively, these strategic moves reveal an agency relentlessly focused on absorbing specialized talent and technology. The current alliance with Marketing Architects explicitly addresses the largest remaining gap in their offering: national-scale television integration, confirming their commitment to becoming a holistic, accountable partner.

The Industry Trend Toward Full-Funnel Accountability Services

This development is a direct reflection of a macro-level realignment occurring across the entire marketing services sector throughout 2025. As digital media maturity increases and traditional media adoption accelerates in connected environments, the market is becoming increasingly intolerant of vendors who can only claim mastery over a fraction of the media mix.

Clients are demanding greater accountability, transparency, and demonstrable business outcomes across the entire spectrum of communication from their agency partners. The rise of performance-oriented shopper marketing, the demand for measurable influencer impact, and the critical need to quantify television’s true contribution all point toward a future dominated by agencies capable of complex, cross-channel orchestration. Research published in late 2024 projected that companies utilizing a robust, full-funnel marketing strategy see a 45% higher customer retention rate compared to those focusing narrowly on the top or bottom of the funnel.

The joining of a specialized TV leader like Marketing Architects and a digitally obsessive performance agency like New Engen is a direct market response to this demand. It establishes a model that prioritizes measurable growth across all channels, signaling a significant market shift where siloed specialization is rapidly giving way to integrated, accountable service delivery. This new combined strategic entity is positioned at the leading edge of this necessary industry evolution, where every touchpoint must connect.

Far-Reaching Implications for Brands Navigating the Media Mix

The successful integration of TV and digital strategy represents more than just a service expansion; it changes the fundamental structure through which brands will allocate capital and measure success in the years to come.

Anticipated Benefits for Marketers Seeking Profitable Growth Levers

For brands currently struggling to justify significant television spend against the clear-cut, immediate metrics available from digital channels, this partnership offers an immediate and compelling solution: a dedicated pathway to realizing the full, profitable potential of television advertising. By aligning the creative execution, media buying protocols, and measurement frameworks, marketers can now leverage television’s unparalleled capacity for mass-market brand building as a dedicated accelerator for their digital performance objectives.

This unification means that the entire marketing investment portfolio can be managed with a single, coherent set of effectiveness principles, leading to far more intelligent and defensible budget allocation decisions. The efficiency gains derived from having a single entity manage the complexity of both linear and streaming TV buys—combined with the strategic alignment of creative messaging—should translate directly into lower overall customer acquisition costs and higher lifetime customer values for clients. This move is about unlocking an integrated growth lever that bypasses the previous compromises necessitated by working with two separate, non-communicative agency partners.

The Long-Term Signal Sent to Traditional Advertising Structures

The union between Marketing Architects and New Engen sends a powerful, long-term signal that the legacy operating structures of traditional advertising agencies are being fundamentally challenged and superseded. It represents a definitive statement that the value proposition of the future lies in integrated mastery over the entire media continuum, not in deep expertise within only one historically significant channel.

This strategic coupling strongly suggests that agencies that fail to build—or acquire—the capability to connect top-of-funnel, brand-building media like television directly to traceable, bottom-funnel digital performance outcomes will struggle to retain major clients, particularly those in the fast-moving direct-to-consumer and e-commerce sectors. The overarching narrative is now clear: television must serve quantifiable performance goals, and digital must contribute meaningfully and measurably to brand equity—a reality that this new, cohesive structure is uniquely positioned to deliver. This event marks a significant milestone in the industry’s consolidation toward the integrated, data-driven service delivery required to meet the complex demands of the 2025 marketing environment, setting a new benchmark for connected campaign design.