New Engen, a rapidly expanding digital marketing agency recognized for amplifying impact in paid media, creative, analytics, and measurement, has announced a strategic acquisition of Grapevine. Grapevine is a creator-powered performance content network that assists brands in creating and distributing authentic creator content at scale.
The acquisition will further enhance New Engen’s capabilities to provide scalable, measurable, and creator-driven creative and paid social execution. Brands will be able to transition from the conventional brand-handle campaign strategy to whitelisted creator content that integrates creative production, media activation, and performance measurement.
Details of the Acquisition
Grapevine is a creator content network that supports brands with strategic briefings, content creation, and paid social activation through whitelisted creator and publisher channels. With a carefully selected network of over 700 performance-driven creators, it enables campaigns that maintain high CPA (cost per acquisition) and ROAS (return on ad spend) performance while incorporating long-form and editorial creator content.
Under the new arrangement, Grapevine’s in-house capabilities – including pre- and post-production, optimization and campaign distribution – will be woven into New Engen’s full-funnel digital marketing ecosystem. Together with New Engen’s existing creative and influencer offerings (such as Donut Studios and influencer capability), the acquisition extends the agency’s performance content pipeline and strengthens its ability to deliver authentic, performance-driven content at scale.
Also Read: DeepL Launches Voice API for Real-Time Speech Transcription and Translation
Why It Matters Now
This particular deal points to a larger trend in the way marketing budgets are allocated and the way in which impact is measured on paid social. Creator-driven content is now considered a growth driver and not just a creative choice, as brands look for authentic and scalable engagement. Paid social continues to change and integrate creative production, influencer collaboration, media buying, and performance measurement. It is driving the need for partners who can deliver on all of these fronts.
Whitelisting – where brands leverage creators’ personal channels for content distribution — unlocks higher engagement and better optimization outcomes compared with brand handle-only campaigns.
As automation and AI increasingly power media buying, effective creative and audience access emerge as primary growth levers in paid social performance — a dynamic both New Engen and Grapevine are aiming to capitalize on.
Impact on the B2B Marketing and Advertising Industry
While creator-led strategies have often been associated with direct-to-consumer (D2C) or B2C brands, the acquisition has meaningful implications for B2B marketing and advertising as well — particularly as B2B audiences embrace digital, social, and influencer-style content in their research and decision journeys.
Authentic Content as a Growth Driver in B2B Funnels
B2B buyers, including high, level decision, makers, are turning more and more to genuine, peer, to, peer content for their research and evaluation phases. Educational, creator, generated content is an effective way to gain trust and establish authority for complex product offerings, especially in competitive categories. Grapevines ability to produce a large amount of creator content at performance, oriented metrics fits well with the increasing demand in the B2B market to go beyond the traditional corporate content and create more human, narrative, driven stories.
Adding these functionalities, New Engen can assist B2B brands to connect with creator ecosystems that speak to professional communities. These insights can be leveraged through LinkedIn, YouTube, industry, specific platforms, and even B2B influencer networks for the purpose of enhancing brand awareness, customer consideration, and sales pipeline all with measurable results.
Whitelisting and Paid Social Performance at Scale
B2B advertisers have historically struggled to scale paid social campaigns due to limitations in content variety and audience relevance. Whitelisted content produced by creators extends reach beyond brand pages to native creator audiences — enabling:
- Higher engagement and relevance, even within niche professional segments.
- Performance optimization of paid social ads through diversified content sources and messaging approaches.
- Stronger connection with B2B audiences at multiple touchpoints in the customer journey.
This can help B2B brands improve ROAS on platforms like Meta, TikTok and LinkedIn, where traditional lead-gen ads often compete with a high volume of content and limited organic reach.
Integrated Measurement and Attribution
The acquisition also supports the trend toward integrated performance measurement, where creative impact and media outcomes are evaluated holistically. New Engen’s expertise in analytics – including proprietary platforms such as LIFT — can combine with Grapevine’s content performance data to build deeper insights into how creator-driven campaigns contribute to business results (e.g., lead generation, pipeline growth).
For B2B marketers under pressure to justify spend with clear KPIs, this integrated view is crucial. It allows teams to link creator content and paid social activity directly to measurable business outcomes, eliminating the traditional “black box” creative-versus-performance divide.
Broader Business Effects
Creative and Media Convergence
The acquisition exemplifies an industry trend where creative execution and media strategy are no longer siloed — especially in performance-oriented environments. As media buying becomes automated and AI-driven, creative adjacency and audience access determine much of the incremental value captured by campaigns.
New Engen’s expanded offerings position it to provide end-to-end strategy — from creative ideation to media activation and measurement. For businesses, this means:
- Faster time-to-insight and iteration on paid social content.
- Reduced friction between creative production and media deployment.
- A unified partner capable of handling full stack content needs, which is especially valuable for complex, multi-channel B2B programs.
- Scaling Cross-Channel and Creator-Enabled Strategies
With Grapevine integrated into its ecosystem, New Engen can support clients in developing cross-channel creator strategies — combining short-form social, editorial content, blogs, long-form video and paid amplification with consistent performance tracking. This breadth is increasingly important as content modalities converge and B2B audiences demand relevance across touchpoints.
Conclusion
New Engens purchase of Grapevine represents a strategic inflection point on the deployment of paid social and creator content at scale. It emphasizes how performance content driven by a creator is becoming a major growth lever not only for B2C brands but also for savvy B2B marketers looking for genuine engagement, creative production at scale, and results that can be measured.
On the one hand, with budgets increasing towards performance, based digital channels, and on the other hand, with audiences becoming more and more responsive to authentic storytelling and less to traditional brand handle broadcasts, this merger not only fortifies New Engens funnel capabilities but also gives a clear roadmap to the advertising industry at large for the scaling of creator, enabled marketing in 2026 and beyond.