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01/19/2022

New Engen Merges with Acorn Influence

Jacqueline Barba
Digital Editor
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Digital marketing agency New Engen Inc. has joined forces with Acorn Influence, an influencer marketing agency that uses product placements and endorsements from social media creators to drive growth for their clients.

The added capability allows the Seattle-based agency to tap into a growing segment in the digital marketing ecosystem while Acorn Influence will benefit from New Engen's deep media, creative and analytics expertise to meet the needs of increasingly performance-oriented shopper marketers, according to a news release. Investments in influencer marketing reached $13.8 billion in 2021 and have more than doubled since 2019, while digital media investment has continued to see record growth reaching $491.7 billion in 2021, according to New Engen.

"As performance and influencer marketing increasingly merge, there is a massive potential for our combined expertise across content development, digital media, technology and analytics to accelerate growth for our clients,” said Justin Hayashi, CEO at New Engen. “We're thrilled to work together to create a new standard for accountability, transparency and performance."

The merger comes on the heels of a significant equity investment by Insignia Capital Group in New Engen in December 2021 to help accelerate the digital marketing agency's next stage of growth and expand its service offerings. Acorn Influence investor NewRoad Capital Partners will continue to be an investor in the combined business. Canaccord Genuity Group Inc. served as the strategic and financial merger and acquisition advisor to Acorn Influence in this transaction. Myra Dallas, CEO at Acorn Influence, will join the New Engen board of directors.

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