New and Improved Media Pivots from Founder’s Retirement

Transitions Top Client, Molina Healthcare, and Core Team to Independent Media Agency, GP Generate.

Los Angeles. March. 2022.

Many independent agencies today have founders heading toward retirement without a clear succession plan in place. This was the case with New and Improved Media, founded in 1988. Tori Davis, Group Acct. Dir., had a choice to take over the agency or find a new home.

Oftentimes, clients tend to move on from these relationships when agencies go through these types of transitions but, in this case, there was such strong loyalty between Tori, her team and the Molina Healthcare marketing team, that they embraced the idea to move the account and her team to a new home. They chose the Los Angeles based, independent media agency, GP Generate.

“GP Generate represented the perfect agency and environment for the account along with my core team,” states Davis and added, “they offered a home that will bring smart media capabilities focused on diversity and technology. What really attracted me to GP Generate was the genuinely wonderful group of amazing humans.”

HL Gan, CEO of GP Generate added, “Tori and her team are extremely talented, so it was no surprise that the client wanted to continue their relationship.” HL added, “from a cultural standpoint, they were a perfect fit for us.” GP Generate also manages other accounts within the health care category such at City of Hope and Healthcare.gov. Their focus with these accounts is planning and buying the Asian media targeted to the various segments within this demographic and ensuring the right messaging at the right time in the right language.

Steven Page, COO added, “this union allows us to pool additional talent, resources and specialties into a stronger agency with a goal of continuing to grow their business and complement the great work they have already achieved.”

This transaction, which has been in effect since January, brings the agency to 35 employees. New and Improved Media has been shuttered.

About GP Generate
We are a minority-owned, independent, advertising agency with expertise and focus on full-service media. At our core, we are nimble and lean, but have the horsepower of many. We foster an environment for open conversation to produce intelligent ideas generated by effective collaboration.

We aim to stay in front of the ever-evolving industry with our expert intuition. Our first step is to listen to our clients, their goals and challenges, and then go to work. We don’t just look at data, we dissect it to uncover
deeper insights. We explore culture and immerse ourselves to better understand what people are talking about and care about. Most importantly, we examine them together to find the intersection between data and culture— with the intent of igniting more thought-provoking conversations that ultimately produce results.

Key clients include Lexus LDA, Nielsen, Vans, Molina Healthcare, Healthcare.gov, City of Hope, Metropolitan Water District, TreeTop, Mary’s Gone Crackers, and more.

For more information, visit www.gpgenerate.com

Contact:

HL Gan
CEO
GP Generate
hl@gpgenerate.com
(626) 643-3586