Acquisition brings performance creative and omnichannel media capabilities together under a unified marketing model

Omnichannel media agency Mile Marker has acquired LIFT, a performance content and creative agency, in a move designed to bring media, content, technology, and data into a more integrated marketing system.

The combined organization will operate under the Mile Marker name, with headquarters in New York City and West Coast operations continuing from LIFT's former headquarters in San Francisco.

Connecting Media and Performance Creative

The acquisition brings LIFT's performance-focused content and creative capabilities together with Mile Marker's omnichannel media and data infrastructure.

The companies said the combination is intended to reduce fragmentation between media strategy, creative development, and campaign execution while creating a more continuous feedback loop between marketing activity and business outcomes.

The combined capabilities span awareness, customer acquisition, conversion, retention, and lifetime value, with an emphasis on measuring performance across the customer journey.

Expanding Content Across Channels

LIFT brings a digitally driven performance creative model as well as end-to-end direct mail capabilities to the combined organization.

Its work spans direct, digital, social, and other channels, with a focus on creating content designed to generate measurable response and conversion.

Mile Marker said the acquisition will also allow its clients to incorporate insights from creative performance into their broader marketing strategies, creating a larger dataset that can inform media planning and optimization.

Connecting Creative Data With Media Infrastructure

LIFT's content and creative capabilities will be integrated with Mile Marker's Waypoint and Relay media and data infrastructure.

Tim Carr, LIFT's CEO and Founder, will become Chief Creative Officer and lead Mile Marker's Content & Production Center of Excellence, reporting to Mile Marker President and CEO Scott Shamberg.

Carr said the combined platform will allow teams to use media and creative data for multivariate, hypothesis-based, and split testing across online and offline channels, with the goal of improving conversion performance.

Building an Adaptable Marketing Model

Mile Marker said the acquisition reflects its broader strategy of maintaining an open technology approach rather than relying exclusively on proprietary AI or closed platforms.

Scott Shamberg said LIFT's creative precision and direct-response expertise complement Mile Marker's media capabilities while providing flexibility as AI technologies, marketing channels, and customer expectations continue to change.

The companies expect the combined capabilities to give marketers a more connected approach to media planning, content production, testing, optimization, and measurement across the marketing funnel.