Mile Marker acquires Lift to enhance its creative and digital performance chops

Consolidation among mid-level media agencies continues apace as they add resources to offer a wider array of services as a means of attracting larger clients.

Independent media agency Mile Marker, formed less than two years ago, continues to be one of the more aggressive indies in pursuit of complementary pieces, having just acquired creative performance shop Lift, based in San Francisco. It helps that Mile Marker has the backings of a private equity firm, Lightview Capital, to fund its growth. Terms of the acquisition were not disclosed but the move puts Mile Marker one step closer to omnichannel performance that links physical to digital.

Lift, which describes itself as a performance content and creative agency across traditional and digital channels, will continue to operate as Lift, a Mile Marker agency. The two agencies first met in late 2025, brought together by Lightview, said Scott Shamberg, Mile Marker’s CEO.

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 ‘Storytelling hierarchy is starting to flatten’: Tribeca Enterprise CEO on why brands are making the festival a must-stop

The south of France isn’t the only place in June CMOs flock for creative currency.

The Tribeca Film Festival is fast becoming a fixture on the marketing calendar, especially TribecaX — the corner of it where marketers, talent agents and creators converge to scout projects, cut deals and talk about branded entertainment. When it launched a decade ago, brands financing films and documentaries was a fringe pursuit, the preserve of a handful of adventurous advertisers. Now, it’s mainstream. 

“The hesitation to work with brands has changed as filmmakers see that brands are really investing in storytelling,” said Tribeca Enterprises CEO Rebecca Glashow. “They’re letting them tell their stories and be filmmakers who can be supported by a brand versus being heavy-handed and trying to stick a product in the middle of their show.”

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