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Effective Spend joins Optimad Media, Relaunches as Optimal

The Newly Minted Company Offers Best-In-Class Digital Media Solutions and Performance Marketing Capabilities

NEW YORK, LOS ANGELES, AUSTIN, Texas (Aug. 23, 2022)  – Today, Optimad Media and Effective Spend announce their new partnership and relaunch as Optimal. Combining each company’s expertise, technology, and proprietary data, Optimal offers a full scope of performance-based digital marketing services, including paid search and social, search engine optimization, programmatic, connected TV, performance creative, and more.  

With offices in eight locations across the United States, Optimal now boasts a fast-growing team of more than 200 dedicated digital media strategists, technologists, and industry experts. Combined, the agencies have significant digital and performance marketing experience, and a shared vision to bring the best data, technology, and people together to help brands in the consumer, healthcare, public affairs, business-to-business, entertainment, and political sectors.

Optimad Media is a leading tech-enabled performance marketing solutions provider serving customers across the Consumer Packaged Goods (CPG) and Film & Entertainment (F&E) segments. Last year, Optimad acquired leading political and public affairs digital advertising firm DSPolitical and UNTU, a healthcare media, data, and technology company, to expand its data and technological capabilities and service offering 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, who will serve as the Chief Executive Officer at Optimal.

Founded in 2008 and consistently named one of Austin’s “Best Places to Work,” Effective Spend is an industry leader in paid search and social advertising, Amazon marketing, search engine optimization, and digital public relations. The agency specializes in creating comprehensive and customized direct-response digital marketing solutions that drive real ROI for clients. 

“We’ve spent years developing and refining our craft, and are excited to strengthen Optimal’s performance marketing capabilities with our experience within the paid search and social, display media, Amazon advertising, SEO, and digital public relations spaces. Being a part of Optimal is an exciting opportunity to continue our work with an amazing team who share our passion for innovation and delivering results,” said Effective Spend founder Brian Wulfe, who will now serve as Executive Vice President at Optimal. 

Natalia Wulfe

Natalia joined Effective Spend in 2011 and has been instrumental in the rapid growth of the company. She brings more than 15 years of marketing expertise, with both agency and in-house client experience. After 6 years of leading an expert PPC advertising team, Natalia currently runs internal marketing and people operations. A proud Austin native, Natalia holds an advertising degree from UT with a concentration in media planning. She enjoys sharing the wonders of her weird city with her two young daughters.