Performance marketing agency New Engen has acquired the Seattle-based affiliate marketing agency LT Partners. This news arrives after the company’s acquisition of the influencer marketing company, Acorn Influence, in December 2021.
With the integration of LT Partners, New Engen can now access a wide range of publisher types and thousands of partners, including content, coupon, loyalty, influencer, sub-affiliate, affinity, toolbar/software, and shopping properties.
The acquisition also provides New Engen with an extended reach beyond its paid media capabilities, allowing it to support its clients on performance marketing across earned and owned media. Furthermore, its service offering has expanded to include OTT/CTV, full-funnel performance and measurement programmes, and first-party data programmes – amongst others.
Lacie Thompson, Founder and CEO at LT Partners, spoke to Hello Partner about the acquisition, saying that they had “intentionally sought out a paid media company” in order to “strategically plug into the organisation with no redundancy.” In turn, LT Partners plans to expand New Engen’s offering to clients and broaden the offering of LTP clients if they have needs outside of affiliate.
Thompson continues, “With the support of the larger organization, career opportunities expand for both teams, and operational efficiencies are gained, allowing the LTP leadership team to spend more of their time focused on their continued growth. LT Partners has grown exponentially in the last 4.5 years and that continued growth is anticipated in the future, due to the unique and innovative way they manage partnership channels. A larger infrastructure and investment will help support that continued and accelerated growth.”
Speaking on the purchase, Justin Hayashi, CEO at New Engen, said, “The addition of LT Partners’ partner marketing capabilities not only builds on New Engen's industry-leading full-funnel performance offering, it opens up even greater opportunities for powerful business outcomes for our clients.
“LT Partners brings a performance lens to organic and earned media that complements New Engen's deep paid media expertise, driving accountable, measurable growth for brands across the full digital ecosystem. As a bonus, it strengthens influencer marketing synergies, with Acorn Influence and LT Partners jointly positioning the greater organization to provide a unique in-market solution for brands.”