Former MDC Executive Michael Bassik Launches Vertically-Integrated Performance Agency, Optimal

Former MDC Partners executive Michael Bassik has launched a vertically-integrated performance agency called Optimal. It's Bassik's solution for clients who want to take a full-funnel marketing approach and work with agency teams that deeply understand vertical complexities. "I thought there was an opportunity to create a scaled digital performance marketing business that wasn't just focused on lower funnel—that was focused on full funnel," Bassik told Adweek. That agency would execute everything from CTV and brand awareness to retail media and search. And instead of recruiting a team of generalists, Bassik would hire employees who understood the political, health care and consumer industries. Bassik's strategy is another example of how agency leaders organize in unique ways. He formed Optimal after combining four specialty agencies that now operate under the company name and have a single P&L. Michael Nyman's ACC Community of Companies takes a similar approach by acquiring specialist agencies that operate under a single P&L, but as of now, ACC agencies have retained their own branding. The single company name, according to Bassik, simplifies things for clients and makes complete integration possible. There's no one way to organize a service offering, he added. But vertical integration will help Optimal stand out in the market."We think our ability to speak the language of our clients is what will give us the edge over simply the table stakes of having excellent data, excellent technology and innovative media solutions," he said. Acquiring expertise Optimal is the product of four agency acquisitions and previously existed as Optimad Media. Bassik decided to formally launch the group and rename it Optimal now that it's expanded its service offering. Today it announced its acquisition of Austin, Texas performance marketing agency Effective Spend to enhance its performance marketing expertise. Last October, Optimal absorbed two other agencies that Bassik co-founded—the political and public affairs specialty shop DSPolitical and UNTU, a health care media, data and technology specialty agency. With the acquisitions complete, Optimal has eight offices across the U.S., and approximately 200 employees with expertise across media disciplines and industries including consumer, healthcare, political, entertainment, b-to-b and public affairs. Bassik spent a lot of time searching for the right acquisition targets and met with over 100 companies during the process. The newest agency joining the company, Effective Spend, specializes in paid search, social media advertising, search engine optimization and Amazon marketing services. “Effective Spend bolsters our performance marketing capabilities, bringing additional strength and expertise to our paid search, social, Amazon, and retail media offerings—critical components to drive awareness, consideration and conversion for our clients,” said Kevin Weisberg, Optimal’s co-founder and chairman, in a statement. Entrepreneurial leadership Bassik spent his career integrating agencies and has a particular expertise organizing speciality shops. In 2018 he led MDC Partners' vertically-integrated agency network Yes and Company. He later sat at the helm of MDC Partners' effort to pull its media and technology agencies into a single network, and was CEO of MDC Partners' largest media agency, Assembly. Following MDC Partners' merger with Stagwell, Bassik left MDC to relaunch Brooklyn Magazine with former Ad Age editor Brian Braiker. Organizing Optimal's leadership team has been the easiest part of integrating, according to Bassik, who noted the new leadership team is comprised of leaders from across acquired agencies. Marketers Must Balance Media Mix to Collapse Brand and Performance Silos