The largest independent performance marketing firm puts its own strategies and proprietary tech to work for the campaign, which will be optimized in-flight
NEW YORK, NY – September 7, 2021 – Tinuiti, the largest independent performance marketing firm across Streaming TV and the Triopoly of Google, Facebook, Amazon, launches its first-ever digital-first brand campaign. The provocative omnichannel campaign, called “Rethink. Performance” challenges CMOs to shift their perspectives around some of the industry’s most hot-button issues, from data privacy to navigating the walled gardens.
“We’re brand performance accelerators. This is truly a proof-of-concept brand campaign. It’s digital-first creative, delivered through Streaming TV, that leverages first-party data. It’s very meta for an agency to market themselves in this way. All the tools, tech, and strategies we’ve used to help grow our clients’ businesses, we are now leveraging in service of our own brand.” – Dalton Dorné, chief marketing officer, Tinuiti.
Tinuiti is the first performance marketing firm to leverage OTT (part of their Streaming+ offering) for a brand campaign that leverages the proprietary technology of Bliss Point Media, which Tinuiti acquired in July. Bliss Point is the largest independent purchaser of steaming/OTT media.
In true performance marketing form, the campaign will not be set in stone at launch, rather will be built upon and optimized in flight as it becomes clear which messaging and audience targeting is performing best.
“This campaign is another example of how we’ve managed to be way ahead of the curve for our clients. We don’t think about advertising like everyone else. The truth is, with as little as an hour between click and delivery, the funnel has collapsed. You’ve got to brand as you sell and sell as you brand, and that’s exactly what we’re doing.” – Zach Morrison, CEO, Tinuiti.
The Rethink campaign will run across Streaming TV, Social, Display, online video, mobile, and audio streaming. It will consist of 15-, 30-, and 60-second spots as well as social and audio podcast ads. The campaign, created in-house by Tinuiti, leverages the strategies, tools, technologies, and platforms that Tinuiti has used to grow the brands it does marketing for.
A relatively young brand established two years ago when Elite SEM repositioned and rebranded to Tinuiti, the company has since achieved double digital organic growth. In late 2020, Tinuiti partnered with New Mountain Capital, a leading growth-oriented investment firm and announced an all-star board of directors. Since then, Tinuiti has completed two acquisitions; Amazon-specialist agency, Ortega Group and BlissPoint Media, a leader of digital streaming that expanded Tinuiti’s full-service capabilities in TV (streaming + linear).
The company has undergone all of this growth while maintaining an award-winning culture, as evidenced for being on Ad Age’s Best Places to Work list for three consecutive years, Inc. Magazine’s Best Workplaces the last two years, consistently named to Inc. 5000 List of Fastest-Growing Private Companies, and taking home 11 Stevie Business Awards—including the Grand Stevie Award for Most Honored Marketing Agency and Marketing Executive of the Year for CMO Dalton Dorné.
Tinuiti is the largest independent performance marketing firm across Streaming TV and the Triopoly of Google, Facebook, Amazon, with nearly $3 billion in digital media under management and over 950 employees. With industry-leading expertise in search, social, Amazon and marketplaces, addressable TV and mobile apps, CRM and email marketing and more, Tinuiti understands that success requires both strategy and channel expertise. Each solution is delivered through Tinuiti’s performance planning framework, GAMMA, and is enabled by a proprietary suite of marketing intelligence and media activation technology – Mobius. For more information visit http://www.tinuiti.com.