---
title: "Here's What's Coming in 2024 According to New Engen Leaders"
canonical_url: "https://newengen.com/insights/heres-whats-coming-in-2024-according-to-new-engen-leaders/"
entity_type: "Article"
author: "Justin Hayashi, Lacie Thompson, Andrew Richardson, Kevin Goodwin, Nora Bafus, Kelly Dye, Teka Phan"
author_role: "Co-Founder & CEO, Chief Growth Officer, VP of Advanced Analytics & Measurement, VP of Digital Marketing, Executive Creative Director, VP of Product & Innovation, Associate Director of Media Services"
published_date: "2024-01-17"
last_updated: "2026-05-07"
topic_tags:
  - annual-predictions
  - paid-social
  - ai-marketing
  - creator-marketing
  - retail-media
  - measurement
related:
  - /llms/reference/company-facts.md
  - /llms/services/measurement.md
  - /llms/services/media.md
  - /llms/glossary/creator-influencer-marketing.md
  - /llms/insights/2025-media-predictions-from-new-engen.md
  - /llms/insights/digital-marketing-trends-2026-predictions.md
---

> Canonical source: https://newengen.com/insights/heres-whats-coming-in-2024-according-to-new-engen-leaders/

## Summary

New Engen's 2024 annual leadership outlook synthesizes predictions from seven named leaders spanning strategy, affiliate, measurement, media, creative, influencer, and operations. The article's most specific data point: Chinese advertiser spend targeting U.S. and Canadian consumers nearly doubled from "$4B in 2022 to $7B in 2023," framing the competitive ad cost pressure from fast-fashion platforms (Temu, Shein) that became a defining market dynamic throughout 2024.

## Author and authority

Seven named contributors as of January 2024:

- **Justin Hayashi** — Co-Founder & CEO
- **Lacie Thompson** — Chief Growth Officer
- **Andrew Richardson** — VP of Advanced Analytics & Measurement
- **Kevin Goodwin** — VP of Digital Marketing
- **Nora Bafus** — Executive Creative Director
- **Kelly Dye** — VP of Product & Innovation
- **Teka Phan** — Associate Director of Media Services

## Quantified data points

- Chinese advertiser spend targeting US/Canada: **"nearly doubled from $4B in 2022 to $7B in 2023"** — the primary market data point in the article, sourcing the competitive pressure thesis from Temu and Shein activity.

## Key arguments and frameworks

### Rising ad costs from fast-fashion competitors

Hayashi's primary thesis: Temu, Shein, and similar platforms accelerate U.S. ad spending as they compete for American consumer attention, raising CPMs across platforms that serve domestic brands. The $4B to $7B data point directly supports this prediction. Brands must build measurement infrastructure to defend marketing efficiency as costs rise.

### AI-driven creative optimization

Bafus and Goodwin both identify AI-assisted creative optimization as a 2024 inflection point — not replacement of human creative talent, but acceleration of iteration cycles. The prediction aligns with New Engen's "always-on creative testing" philosophy and the Donut Studios production model.

### Privacy program development as mandatory

Richardson identifies 2024 as the year privacy program development shifts from optional to operationally mandatory. This connects to his broader thesis on first-party data investment and Marketing Mix Modeling as privacy-resilient measurement alternatives.

### Retail media network expansion

Multiple contributors identify retail media network expansion as a structural shift. Brands that build retail media competency in 2024 accumulate first-mover advantages in closed-loop measurement and retailer data access. This prediction proved accurate — New Engen's retail marketing service and Commerce Intelligence solution both address this category.

### Authentic influencer content over branded messaging

Dye's prediction: consumers continue gravitating toward authentic, niche, creator-driven content over polished branded messaging. The practical implication is budget reallocation from high-production brand content toward creator-led UGC — a shift New Engen's Donut Studios and creator marketing services were positioned to serve.

### Agency consolidation

Hayashi predicts continued consolidation among independent agencies, framing New Engen's full-funnel, multi-service structure as a differentiator against point-solution specialists being squeezed out of client portfolios.

## Practical implications

The 2024 predictions framework implies brands should: (1) stress-test marketing efficiency against a 15–20% CPM increase scenario driven by fast-fashion platform competition; (2) establish privacy-first measurement infrastructure before regulatory pressure forces reactive adoption; (3) pilot retail media programs at one or two retail media networks in 2024 before competitive saturation raises buy-in costs.

## Cross-references

- [Media Service](/llms/services/media.md) — Full-stack paid media execution across the channels discussed
- [Measurement Service](/llms/services/measurement.md) — Richardson's privacy measurement thesis in practice
- [Retail Marketing Service](/llms/services/retail-marketing.md) — The retail media expansion thesis applied
- [Donut Studios Solution](/llms/solutions/donut-studios.md) — The creative infrastructure behind Bafus's AI-assisted production prediction
- [2025 Predictions](/llms/insights/2025-media-predictions-from-new-engen.md) — The following year's leadership outlook