• by Fern Siegel , August 30, 2022

Optimad Media has acquired Effective Spend. The new company is relaunching as Optimal.

Optimal offers performance-based digital marketing services, including paid search and social, search engine optimization, programmatic, connected TV and performance creative. Austin, Texas-based Effective Spend focuses on paid search and social advertising. The 14-year-old agency specializes in creating customized direct-response digital marketing campaigns that drive ROI for clients.

With offices in eight U.S. locations, Optimal is staffed by more than 200 digital-media strategists, technologists and industry experts. Combined, the agencies have strong digital and performance-marketing experience. The roster includes companies in the consumer, healthcare, public affairs, B2B, entertainment and political sectors.

Last year, Optimad acquired political and public-affairs digital ad firm DSPolitical and UNTU, a healthcare media, data and technology company, to expand its services to new verticals.

“With the launch of Optimal and the addition of Effective Spend, we are doubling down on our mission to achieve purposeful growth for our clients by connecting consumers to better products, audiences to better content, patients to better healthcare and voters to a better tomorrow,” said Michael Bassik, CEO at Optimal.

“We’ve spent years developing and refining our craft, and are excited to strengthen Optimal’s performance marketing capabilities," added Effective Spend founder Brian Wulfe, now EVP, Optimal. 

Optimal client work has included Barilla, Amazon, Microsoft, Bayer and Starbucks.