New Engen

We're #hiring a new Account Coordinator - Donut Studios in United States. Apply today or share this post with your network.

Your reach is growing, but your business is not. Now what? If you follow me, you likely know I stump relentlessly for the importance of reach. We have decades of research touting the importance of broad reach in attracting both new and repeat buyers. But reach alone is not the objective, and reach alone will not grow your business. Many brands we look at are NOT growing their reach. This is a good place to start when troubleshooting growth. But some brands are growing reach, and still not growing their business. We recently audited a brand growing their reach 45% YoY, but new customer count was down 17% YoY (!!). What gives? Our teams have developed a very simple Brand Growth Scorecard (see below) that helps us easily spot funnel dislocation with no additional tools/measurement solutions. Here is how I use this: - Establish baseline ratios for your business - what does 10% of reach growth translate to from a revenue growth perspective? Hint: it's likely not 1:1! You can then use this to model investment & high-level media plan. - Where is the dislocation in your funnel - i.e. reach is up, traffic is up, but revenue is not following. Use this data point to focus deeper analysis and experimentation. - Monitor funnel "lag" over time - i.e. what does 10% reach growth this month translate to in purchase growth next month. This is a more directional read, but helps you justify/maintain UF investment when revenue impact is not immediate. I find a chart with trend lines is best to visualize this (see below). This is something you can incorporate into your monthly reporting (I would advise against looking at this daily/weekly due to noise). And you can tailor the different measures based on your business/funnel - i.e. this will look different for lead gen. Once you have this scorecard in place, you can be more precise with your strategy: - If reach is not translating to session or search growth, what might this tell you about your creative? About your reach quality? This might be a sign to adjust your creative and/or run a focused ad recall/brand lift study. - If your traffic is not translating into higher intent like cart adds or purchase, what might this tell you about your site? Your pricing? The expectation set by your creative relative to your product & site experience? More reach cannot solve problems like these. - In the case of the brand charted below, it might also be a function of choppy investment. Are we sustaining reach growth consistently to allow for purchase growth? We might be too reactive. You can, of course, measure the effectiveness of your brand building & reach growth efforts through a brand tracking tool like Tracksuit. I like to do both, marrying both survey data and actual shopper data, but this is an easy, free way to get started. New Engen

🏆 Double win! 🏆 We’re proud to share that New Engen took home two awards at the 2025 U.S. Agency Awards: 🥇 Marketing Agency of the Year 🥇 Independent Agency of the Year This honor reflects what drives us every day: helping brands grow through bold ideas, sharp strategy, and creative that makes a real impact. Learn more at the link in comments. 🔗 👇 #USAgencyAwards #AOTY #DigitalMarketing #CreativeExcellence

Curious what’s really working on TikTok right now? 🤳 Fospha breaks it all down in The 2026 TikTok Playbook, showing what it takes to grow, what many brands overlook, and how to move forward with more clarity. It also features insights from Kevin Goodwin, SVP of Strategy & Growth at New Engen, on the role creative plays in stopping the scroll and driving real results. Here’s what the playbook explores: 📊 Where the biggest incremental growth opportunities lie 📈 How full-funnel measurement captures TikTok’s true value (vs. just 1.9% with last click) 🛍 Creative + Shop best practices from brands seeing stronger ROAS and new customer growth 🎨 How tools like Smart+, Symphony, and Spark help teams scale creative that actually performs 📥 Full report in the comments. #TikTokMarketing #PerformanceMarketing #Fospha #NewEngen #CreativeStrategy #FullFunnel

On Wednesday night in Chicago, Candice Evans Gray officially accepted her 40 Under 40 Award at Path to Purchase Institute Live! We couldn’t be prouder to see Candice recognized for the impact she’s making across the industry. From leading with heart to driving innovation in brand commerce, she’s a true force and we’re incredibly lucky to have her guiding our team at New Engen. Congratulations again, Candice! #40Under40 #PathToPurchase #Leadership

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

Are you still overlooking Reels on Meta? Reels are an efficient reach engine, capable of reaching an outsized share of new audiences per $ spent. And this is not cheap, low quality reach. How do I know? Quality metrics are generally quite strong for Reels: - Ad recall rate for Instagram Reels BEATS all other placements - Ad recall rate for FB Reels beats feed - Video watch times are generally on-par with watch times on other placements Where I think a lot of people get tripped up is Reels do not look as effective from a click and/or attribution perspective. The data we have corroborates the need for advanced measurement: - Facebook Feed: 37% of Meta tracked conversions are view through - Instagram Feed: 45% of Meta tracked conversions are view through - Instagram Reels: 67% of Meta tracked conversions are view through Reels, obviously, operate more similar to TikTok than a classic feed. People see something, and keep swiping. They are less likely to disrupt their content consumption to jump to a website and shop. But it doesn't mean these ads are not having an effect. This is such a critical area for advertisers to continue testing, both for brand building and direct response purposes. These reach efficiencies (50% cheaper than feed!) are not likely to sustain forever. New Engen Side Note: I wonder if the higher costs associated with Instagram Stories is a limitation of the social graph. Stories are the last holdout of content purely from your network, or at least those you follow. Perhaps this limits both reach and impression volume, driving up costs.

Truly honored to be named to the 2025 40 Under 40 class. So proud to be in the company of such talented and driven individuals!

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