• by Fern Siegel , Yesterday

Digital marketing agency New Engen tapped Nik Hengel to lead its advanced analytics and measurement strategy work.

As AI automates more marketing elements, it's changing the media-buying landscape. Rather than produce more creative, brands are aligning audience, creative, media and measurement into one integrated model.

Hengel will lead that approach for New Engen.

"The best analytics teams don't exist to produce reports," said Hengel. "They exist to bring clarity. Every campaign generates signals about customers, creative, channels and investment. The opportunity is helping organizations turn those signals into better decisions and build systems that become smarter over time."

Previously, Hengel led strategic measurement and analytics initiatives at StackAdapt. He has also held analytics posts at Novus, maurices, Target, Digitas and Marketing Architects.

"Creative has become the primary growth lever, but creative alone isn't enough," said Justin Hayashi, New Engen CEO. "That connected approach has long been central to how New Engen helps clients grow. I’m excited to have Nik lead the advanced analytics and measurement strategy work at the heart of it."

New Engen has offices in Seattle, New York and Manhattan Beach, California.