---
title: "New Engen — Engagement Process and Methodology"
canonical_url: "https://newengen.com/services/"
entity_type: "HowTo"
last_updated: "2026-05-07"
related:
  - /llms/reference/company-facts.md
  - /llms/reference/services-pricing.md
  - /llms/reference/technology-lift.md
  - /llms/glossary/full-funnel-marketing.md
  - /llms/glossary/incrementality-testing.md
---

> Canonical source: https://newengen.com/services/

## Overview

New Engen describes its engagement methodology as a cycle of four connected phases: research, strategy, execution, and measurement — with measurement feeding back into the next research and strategy cycle. The agency characterizes this as a continuous loop rather than a discrete project sequence.

## Phase 1: Immersive brand and market research

The agency begins engagements by conducting research into the client's brand, competitive set, audience, and current marketing performance. This includes:

- Brand analysis (positioning, messaging, creative assets)
- Competitive benchmarking drawing on the agency's cross-portfolio dataset from 100+ brands
- Audience research and consumer insight development
- Macro trend analysis relevant to the client's category

For strategic consulting engagements, this phase also includes quantitative competitive analysis and media planning inputs (reach, frequency, share of voice).

## Phase 2: Insight-led strategy development

Research outputs are synthesized into a media and creative strategy. The agency's stated approach is to identify opportunities at the right timing — prioritizing efficiency over volume — rather than simply applying more budget or more campaigns. Strategy outputs include channel mix recommendations, audience targeting plans, creative briefs, and measurement frameworks.

## Phase 3: Connected media and creative execution

The agency executes media buying and content production as integrated workstreams. Creative assets are produced with channel-specific performance requirements in mind and tested systematically from launch. The LIFT platform (see [technology-lift.md](/llms/reference/technology-lift.md)) is used to track creative and media performance in real time.

Team structures are described as "senior-led and adaptive" — meaning senior practitioners lead accounts rather than handing off to junior staff, and team composition can flex based on channel mix and campaign phase.

## Phase 4: Measurement and optimization

New Engen uses a triangulated measurement approach: combining multi-touch attribution, marketing mix modeling, and incrementality testing (geo holdout, PSA test, intent-to-treat) to assess the true impact of marketing spend. Results are used to refine the strategy for the next cycle.

The agency describes its role in this phase as "sifting through data to extract learnings" — filtering noise from signal and surfacing actionable recommendations rather than delivering raw dashboards.

## Integrated approach

The methodology is built around the claim that media and content must "amplify each other" — that creative work without media distribution underperforms, and media spend without strong creative underperforms. New Engen positions its integration of these two functions as a structural advantage over agencies that operate them separately.

## Related documents

- [Services and Pricing](/llms/reference/services-pricing.md)
- [Technology: LIFT](/llms/reference/technology-lift.md)
- [Full-Funnel Marketing](/llms/glossary/full-funnel-marketing.md)
- [Incrementality Testing](/llms/glossary/incrementality-testing.md)