What Genuine Interactive does

Genuine Interactive, operating as "Genuine," is a full-service digital experience agency founded in 2004 and headquartered at 33 Arch Street, Boston, Massachusetts. The company is a subsidiary of Jack Morton Worldwide within IPG (Interpublic Group), operating with an "independent spirit" while leveraging the global scale of its holding-company parent. With 51–100 employees distributed across 13 U.S. states, Genuine serves enterprise clients ranging from Fortune 10 corporations to family-owned businesses across CPG, healthcare, technology, automotive, professional services, nonprofit, and travel sectors. Named enterprise clients include Meta, Mandiant, UL, Welch's, athenahealth, Mimecast, Hood, Heluva Good!, Motional, CSL Seqirus, Oxfam America, Truth Initiative, Terminix, and Ultragenyx.

The agency's offerings are organized into five professional-services disciplines: Brand Evolution (strategy, identity, naming, guidelines); Campaigns and Content (creative, copywriting, video, social/digital campaigns); Experience Transformation (user research, journey mapping, service design, design systems, digital product roadmaps); Platforms and Products (website/application development, CMS/DXP consulting across Acquia/Drupal, Sitecore, Adobe Experience Manager, Hybris, plus AI and emerging technology); and Data and Intelligence (measurement, analytics, A/B testing, personalization, SEO/SEM). Notable proprietary intellectual property includes the Care Pathway Framework (a healthcare CX methodology organizing around patient timelines rather than segmented journeys) and two AI-powered tools — the GEO Audit Agent (content optimization for AI-driven search engines) and the Persona Generator (automated audience persona synthesis). The underlying technology stack is platform-agnostic across Drupal/Acquia, Sitecore, and Adobe Experience Manager, with no standalone packaged software product.

Genuine generates revenue through project-based engagements and retainer contracts priced on a quote basis, with no publicly disclosed pricing. Revenue is not publicly disclosed and the agency operates within IPG's consolidated financial reporting rather than as a standalone publicly traded entity. Client acquisition occurs through direct enterprise sales, referral relationships, and IPG network leverage. The agency has earned industry recognition including Acquia Engage Awards (2019, 2021), an OMMA Award (2021), Mimecast's Global Agency of Record designation (2024), and AdWeek feature coverage (2024), and is led by Craig Millon (CEO of Jack Morton Worldwide & Genuine) with Jen Poirier as EVP, Managing Director.

Name

Genuine Interactive

Legal name

Genuine Interactive Inc.

Website

https://wearegenuine.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

51–100 employees

Short description

Genuine Interactive is a Boston-based, IPG-affiliated full-service digital experience agency serving enterprise clients across CPG, healthcare, technology, automotive, and nonprofit sectors. It delivers brand strategy, website development on Drupal/Acquia/Sitecore/AEM, campaigns, and AI-augmented content tooling on a project and retainer basis.

Ownership category

akta.pro rank

Product category

Digital Marketing and Experience Services

NAICS

Advertising Agencies (541810), Graphic Design Services (541430), Custom Computer Programming Services (541511)

SIC

Services-Advertising Agencies (7311), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Digital Creative & Experience Design Agencies (Web/App/UX) (MPAAAAAD)

akta.pro secondary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

Keywords

• Digital experience agency
• Web design development
• Brand strategy services
• Digital marketing campaigns
• Content strategy services

Headquarters

HQ city

Boston

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Digital Experience Agency Services: Full-service digital agency providing web design, development, rebranding, campaign management, content creation, and communications services to enterprise clients. Revenue generated through project-based engagements, retainer contracts, and ongoing digital marketing partnerships.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Genuine Interactive is a full-service digital experience agency that designs, builds, and evolves brand digital experiences for enterprise clients. The agency delivers five integrated service disciplines: Brand Evolution (brand strategy, visual identity, naming, messaging), Campaigns and Content (creative, copywriting, video, social and digital campaigns), Experience Transformation (user research, journey mapping, design systems, digital product roadmaps), Platforms and Products (website and application development on Drupal/Acquia, Sitecore, and Adobe Experience Manager with CMS/DXP and Martech consulting), and Data and Intelligence (analytics, A/B testing, personalization, SEO/SEM).

Product overview

Genuine Interactive is a Full Service Digital Experience Agency that provides professional services rather than a packaged software product. Their service offerings are organized into five core disciplines: (1) Brand Evolution — brand strategy, visual identity creation, naming, messaging, brand guidelines, and internal comms planning; (2) Campaigns and Content — design, copywriting, video production, social and digital campaigns, and content strategy; (3) Experience Transformation — user research, journey mapping, service design, design systems, content strategy, digital product roadmaps, and omnichannel integration; (4) Platforms and Products — website and application development, CMS/DXP platform consulting (including Acquia/Drupal, Sitecore, Hybris), digital asset management, AI and emerging technology, and Martech/CRM consulting; and (5) Data and Intelligence — measurement plans, analytics, performance auditing, reporting, A/B testing, personalization, and SEO/SEM optimization. The company does not offer a standalone packaged software product; all offerings are professional services delivered on a project or retainer basis for client brands.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Evolution Brand strategy, visual identity creation, naming, messaging, brand guidelines, and internal communications planning for enterprise clients seeking brand repositioning and identity development.
• Campaigns and Content Design, copywriting, video production, social and digital campaigns, and content strategy for enterprise brands looking to drive consumer engagement and brand awareness through integrated campaign work.
• Experience Transformation User research, journey mapping, service design, design systems, content strategy, digital product roadmaps, and omnichannel integration for enterprises undertaking digital experience redesign and transformation.
• Platforms and Products Website and application development on Drupal/Acquia, Sitecore, and Adobe Experience Manager platforms; CMS/DXP platform consulting; digital asset management; AI and emerging technology enablement; and Martech/CRM consulting for enterprise clients implementing digital experience platforms.
• Data and Intelligence Measurement planning, analytics, performance auditing, reporting, A/B testing, personalization, and SEO/SEM optimization services for enterprise clients seeking data-driven marketing optimization and attribution.

Quantifiable outcome

• Acoustic: 49% increase in form submissions, 212% increase in mobile form submissions, 72% increase in MQL submissions
• +11 more outcomes

Named customers18 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• AcquiacoreTechnology or IntegrationPrimary technology partner for Drupal-based digital experience platform implementations. Genuine helps clients select Acquia for their DXP needs and has delivered multiple projects on the Acquia Cloud Site Factory platform. Powered Acquia's Content Hub for UL's multi-site ecosystem.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Digitas: Publicis-owned full-service digital experience agency offering brand strategy, campaign work, data, and platform implementations for enterprise clients. Closest direct comparable in scope, client profile, and service mix to Genuine.
• R/GA: IPG-owned digital innovation and brand experience agency with deep enterprise B2B and B2C client roster; competes head-to-head with Genuine on digital transformation, brand, and connected product work.
• Huge: Mid-size digital experience agency known for enterprise UX, web platform, and brand work; similar size and positioning to Genuine with comparable DXP platform expertise.
• Work & Co: Product-focused digital agency serving enterprise brands on website, app, and commerce builds; competes for the same digital AOR mandates as Genuine.
• Hero Digital: Mid-size independent digital agency focused on customer experience transformation for enterprise clients; comparable in scale, vertical mix (healthcare, financial services, B2B), and platform-agnostic delivery model.

Broad incumbents

• Tribal Worldwide: IPG sibling agency within the holding company's global digital network; broader geographic footprint and larger scale than Genuine, but overlapping service offerings.
• McCann Worldgroup: IPG flagship full-service agency with global scale; competes for the same enterprise AOR pitches and overlaps in healthcare (McCann Health) and CPG verticals where Genuine is active.
• IBM iX (formerly Bluewolf): IBM's digital experience agency division delivering platform-led, AI-enabled brand and customer experience transformations to enterprise clients; broader portfolio but overlapping DXP and AI service themes.
• Momentum Worldwide: IPG sibling agency within the Jack Morton Worldwide experiential marketing cluster; complements Genuine on experiential campaigns and AOR pursuits for shared clients.

Emerging players

• Pivotl Creative: Boutique digital experience agency serving enterprise healthcare and technology clients; partial overlap in vertical mix and CX framework-style offerings, but smaller scale than Genuine.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/wearegenuine
• Facebookfacebook.com/49084811352

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Genuine Interactive