Full Details of the Partnership
What we know
- Marketing Architects describes itself as a TV‑advertising specialist agency that offers “All‑Inclusive TV” solutions: strategy, creative, media buying (linear + streaming/CTV), attribution, reporting, etc. (marketingarchitects.com)
- New Engen is a digital marketing agency focused on full‑funnel performance (paid search, social, affiliate, CTV, analytics) and large ad‑spend clients. (cdn2.assets-servd.host)
- Marketing Architects has recently invested in or developed proprietary technology‑platforms for TV/streaming and targeting (for example, their “Smart Targeting” product for connected TV) to enhance performance in the TV channel. (Advanced Television)
- The “gap” being bridged here is essentially between traditional/linear TV (and CTV) channels and digital advertising channels — brand + performance, linear + streaming + digital, measurement across all of them.
- Although I could not find a formal press release explicitly announcing a named partnership between Marketing Architects and New Engen (i.e., the two companies together) at the time of research, the strategic fit and recent moves by both suggest a likely collaboration or at least complementary capabilities.
- As of the latest publicly‑available information:
- Marketing Architects emphasises TV attribution, linear + streaming buying, AI platform “Annika”, and full‑service for TV campaigns. (marketingarchitects.com)
- New Engen is emphasising digital media including connected TV (CTV) as part of digital marketing engagements (e.g., their AOR role with a hotel chain includes CTV) so bridging into the TV domain. (newengen.com)
What we don’t fully know (yet)
- The exact terms of the partnership (if indeed a formal co‑partnership) — e.g., who leads what, how revenue/share works, exclusive vs non‑exclusive.
- Whether the partnership is global, US only, or specifically UK/EU (though your interest suggests UK).
- Specific client case‑studies involving the joint offering of both organisations together yet published.
- Exactly how their technologies integrate (e.g., Marketing Architects’ TV‑buying platform + New Engen’s digital/analytics stack) in practice.
- Any cross‑agency branding: whether the offering will be co‑branded “Marketing Architects + New Engen TV‑Digital Integration” or simply “Marketing Architects offers digital via New Engen” etc.
Why This Collaboration Matters
For marketers and RevOps professionals, this kind of partnership has meaningful implications:
- Holistic Media Strategy
The traditional divide between TV (brand‑oriented, long‑term impact) and digital advertising (performance‑oriented, direct response) is increasingly irrelevant. Clients increasingly demand integrated campaigns that cover both brand and performance within the same ecosystem. This kind of agency alignment enables a single partner to span both. - Measurement & Attribution
One of the most difficult problems in advertising today is attributing outcomes when media spans linear TV, streaming, digital video, CTV, search, social, etc. Marketing Architects emphasise TV attribution; New Engen emphasise measurement and analytics. Together, they can offer better tracking of how TV drives digital responses (and vice‑versa), stronger media‑mix modelling, cross‑channel attribution. - Performance Focus for TV
TV is no longer “just brand advertising”. Agencies like Marketing Architects are reducing the gap between TV and digital by offering measurable performance outcomes (ROAS, cost‑per‑call, order attribution) from TV campaigns. For digital‑first marketers, this is compelling — TV becomes less of a “big budget, big unknown” channel and more of a performance tool. - Operational Efficiency
From the client perspective, dealing with multiple agencies (TV agency vs digital agency vs data‑analytics partner) is complex and costly. A partnership that brings both under one network simplifies governance, avoids duplicated data/integration work, and may accelerate speed to market. - Competitive Differentiation
For both agencies, being able to say “we bridge TV + digital” is a strong differentiator. As more brands demand omnichannel media solutions, the ability to deliver across both is increasingly table‑stakes.
Key Comments & Expert Takeaways
- From Marketing Architects on their TV offering:
“TV advertising isn’t either/or anymore… Brand AND bottom line. Short AND long term. Prime time AND performance. Linear AND CTV.” (marketingarchitects.com)
This highlights how the agency is positioning itself to bridge old paradigms. - On the digital side, from New Engen (in other partnerships) emphasising CTV and streaming as part of digital strategy:
“As agency of record, New Engen will lead Connected TV (CTV), streaming, paid social, paid search …” (Loews Hotels assignment) (newengen.com)
This shows that New Engen themselves are embracing what used to be “TV territory” (CTV) and thereby aligning with TV‑agency capabilities. - Expert reflection: This kind of collaboration points to the broader trend of channel convergence in advertising: TV + Digital are no longer separate silos. It underscores the importance of integrated data, unified measurement frameworks, and cross‑platform optimisation.
How Marketers Should Be Thinking About This
- Ask your agency how TV and digital are integrated in your media ecosystem: If you’re running TV campaigns and digital campaigns in parallel, ask how the measurement frameworks treat them — are they treated separately, or is attribution shared?
- Check if your TV agency offers performance metrics (not just reach/frequency): With pressure on media budgets, requiring measurable outcomes from TV makes sense.
- Ensure your digital agency understands upstream brand investment (like TV): If your digital agency is only optimising search/social but ignores the brand impact from TV, you’re missing part of the picture.
- Look for single‑dashboard visibility: Ideally, both TV and digital performance converge into one dashboard so you can compare cost per acquisition, ROAS, brand lift, across channels.
- Consider budget fluidity across channels: In a converged model, you might shift part of your budget flexibly between linear TV, CTV, digital video, search, depending on where incremental returns are strongest.
- Plan for data/identity challenges: With streaming/CTV and cross‑device viewing, and with digital privacy changes, the integration of data (first‑party, deterministic, probabilistic) becomes critical. Partnerships like this aim to address that.
- Here are some case‑study insights and commentary around how Marketing Architects (MA) and New Engen are evolving to bridge the gap between TV and digital advertising — even if a formal “partnership” hasn’t yet been publicly detailed. I’ll highlight what each does, evidence of convergence, and what marketers should take away.
Case Study 1: Marketing Architects’ TV‑Measurement & Technology Push
What they are doing
- MA surveyed over 300 TV advertisers and found that 63 % lacked confidence in measuring TV’s impact accurately; 45 % said either linear TV or CTV was the hardest channel to measure. (blog.marketingarchitects.com)
- In response, MA developed a set of measurement tools: micro‐attribution, on‐site surveys, media‑mix modelling (MMM), a reach/frequency model (“TruReach”), and partnerships with tech vendors (e.g., automatic content recognition via Innovid/Samba TV) to support reach and attribution. (blog.marketingarchitects.com)
- MA also announced a capability called “Smart Targeting” for Connected TV (CTV) that uses machine learning (site/bid‑stream data, geography, day‑part, device type) to identify more predictive audiences for streaming TV. They claim the capability has shown a 2× performance advantage compared to traditional third‑party targeting. (blog.marketingarchitects.com)
- MA’s model: They call their offering “All‑Inclusive TV” — one bill for media, and they cover strategy/creative/production/attribution/reporting. They say: “TV advertising isn’t either/or anymore. Brand AND bottom line. Short AND long term. Prime time AND performance. Linear AND CTV.” (marketingarchitects.com)
Why this matters
- It shows a shift in the TV agency model from brand‐only / reach‐only to performance‑oriented and digital‑adjacent. TV and digital are no longer separate silos: streaming (CTV) blurs the boundary.
- For marketers, this means that if you’re buying TV (or streaming) you can demand attribution/ROI similar to digital. MA’s work helps raise that possibility.
- The capability to treat linear TV + CTV + digital performance as part of one ecosystem is a key “bridge” piece — TS enabling better integration.
What to watch
- How MA’s measurement models are adopted by clients: Are they moving budget from digital into TV (or vice versa) because they now have better measurement?
- Whether MA’s “Smart Targeting” and other capabilities deliver in practice (especially in complex multi‑channel environments). They claim a 2× advantage but more public metrics will help.
- How well MA supports cross‑channel attribution: If you run digital + TV + CTV campaigns, do you get unified dashboards, shared metrics, budget flexibility.
Case Study 2: New Engen’s Digital / CTV / Data Platform Capabilities
What they are doing
- New Engen is a digital marketing agency that handles large‑scale ad spend (across search, social, digital video) and emphasises data, analytics and reporting. For example, in a case‑study they built a data platform to handle weekly ad spend of $12‑14 million across multiple platforms, enabling faster reporting, less manual work, greater scalability. (soliand.co)
- They recently published content about CTV (Connected TV) and influencer marketing, noting that CTV + streaming is increasingly part of digital campaign strategies. For instance an article: “Transform your influencer marketing strategy with CTV” discusses how creator content + CTV can enhance ROAS and measurement. (newengen.com)
- So, New Engen is expanding digital agency capabilities to include what was once “TV territory”: streaming, CTV, cross‑device video, and connecting creator/influencer content across these platforms.
Why this matters
- From a traditional digital agency vantage, New Engen extending into CTV means the divide between “TV agency” and “digital agency” is dissolving.
- For marketers, this gives you options: instead of separate TV agency / digital agency, you may work with one partner that covers streaming/CTV/digital video/search/social.
- The data infrastructure (platforms, dashboards, analytics) that digital agencies build is essential when integrating TV/streaming because the measurement challenge is greater — New Engen’s strength here supports that bridge.
What to watch
- Whether New Engen explicitly markets “TV + digital” integration (rather than simply adding CTV as another line item).
- How New Engen tackles the measurement/attribution issues in streaming/CTV: e.g., how they merge TV campaign data with digital campaign data, how they handle data privacy, how they present combined dashboards.
- Whether their clients shift budget or strategy because a more unified TV‑digital approach allows better optimization.
Commentary & Synthesis
- The strategic question is: How do you unify media planning, buying, creative, and measurement across TV (linear), CTV/streaming, and digital to deliver both brand and performance? The snippets above show both MA and New Engen moving toward that answer.
- While I haven’t found a public, named case‑study where MA and New Engen jointly executed a campaign with shared responsibilities, the two organisations’ trajectories suggest a partnership or at least complementary offering:
- MA is strong in TV/CTV, creative‑to‑attribution, measurement.
- New Engen is strong in digital/video/CTV, data platform, analytics.
- Together (or conceptually) they form a “bridge” between TV and digital.
- For marketers (especially RevOps/marketing ops folks) the implications are:
- Unified investment: Rather than separate TV budget and digital budget with separate agencies and dashboards, you should aim for cross‑channel visibility and optimization.
- Measurement maturity: Demand that TV/streaming investments can be measured for performance, not just reach, and integrated into your digital attribution stack.
- Agency models evolving: The “TV agency” that was purely brand/reach is now becoming more performance‑driven, while digital agencies are becoming more video/streaming/CTV enabled. Choose partners accordingly.
- Operational integration matters: The benefit isn’t just buying both TV and digital; it’s buying both under a measurement‑and‑data framework that allows switching spend, comparing channels, understanding cross‑channel synergy.
- Technology and data infrastructure underpin the bridge: AI targeting (MA’s Smart Targeting), unified data platforms (New Engen’s analytics platform) are prerequisites. Without measurement + data + technology, bridging remains theoretical.
- One quote from MA illustrates the mindset shift:
“TV advertising isn’t either/or anymore… Brand AND bottom line. Short AND long term. Prime time AND performance. Linear AND CTV.” (marketingarchitects.com)
This sums up the convergence narrative. - A key caveat: While the bridge is emerging, many organisations still treat TV and digital as separate silos — either by legacy agency structure, budgets, or measurement frameworks. The gap remains real. The agencies above show how to close it but require capability, data, and mindset shift.
Recommendations for Your Audience
Given your focus on articles like “The RevOps Tech Stack”, “Pipeline Acceleration Tactics”, etc., you may want to highlight the following actionable take‑aways:
- When evaluating agencies/vendors ask: “How do you integrate TV/streaming with digital media in planning, buying and attribution?” Not just “we do streaming too”.
- Ensure your marketing ops stack (analytics platform, data warehouse, dashboarding) is capable of ingesting cross‑channel data (TV/CTV + digital) so you can compare and optimise holistically.
- Build measurement frameworks that include brand lift (for TV), direct response metrics (for digital), and understand overlaps (e.g., digital traffic driven by TV ad). Use MMM, incrementality testing, micro attribution as MA does.
- Set internal budget‑governance such that TV/streaming is not locked into “brand” budget only but can flex to “performance” goals when evidence shows it can deliver.
- Use creative that is re‑purposable across TV/CTV/digital — thereby improving efficiency and consistency. Since MA builds both creative and conversion tech, this becomes part of the bridge.
- Monitor the evolving ecosystem: as first‑party data becomes more important, as addressable TV grows, as streaming platforms merge, your opportunity to unify TV + digital grows – and agencies like MA/New Engen are ahead in that shift.