Tinuiti Re-Branding / Brand Renovation of the Year

Company: Tinuiti, New York City, NY
Company Description: Tinuiti is the largest independent performance marketing firm across Google, Facebook and Amazon, with over $2 billion in digital media under management and 700 employees. With expert knowledge in search, social, Amazon & marketplaces, mobile apps, CRM & email marketing and more, Tinuiti understands success requires both strategy and channel specialization.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Re-Branding / Brand Renovation of the Year

Nomination Title: Tinuiti, the Largest Independent Performance Marketing Agency Across the Triopoly of Google, Amazon and Facebook

Specify the date on which this campaign or program was launched: August 16, 2019

In 2019, Elite SEM became the largest independent performance marketing agency across the Triopoly of Google, Facebook and Amazon after several years of double-digit organic growth and acquisitions of Orion CKB, Email Aptitude and CPC Strategy. Our services expanded far beyond search, thus, the Elite SEM name no longer represented our service capabilities.

In January 2019, we partnered with a brand agency for our rebrand process comprised of four phases:
-Phase 1: Competitive Intelligence- stakeholder interviews, competitive audit, communications audit, brand story workshop
-Phase 2: Naming- naming sessions and legal screening
-Phase 3: Visual Identity- design concepts, messaging refinement and development of the brand guidelines
-Phase 4: Rollout Plan- launch plan finalization, asset turnover, internal reveal/training

A brand workshop helped us land on our brand voice: Purposeful Provocateur. Purposeful is a nod to our data-driven and intentional mindset. Provocateur emphasizes our culture, personality and constant desire to question the status quo. We landed on the name Tinuiti (ten-new-ity) because it incorporates acuity, ingenuity and continuity. We created a logo in the form of a mobius strip to reflect one of the agency’s primary goals of building closed-loop performance marketing for all of our clients—it’s no coincidence that Mobius is the name of our proprietary technology.

Our launch execution incorporated our internal team and specialists across the organization to help Marketing execute on building the website, facilitating asset turnover, developing advertising plans for post-launch and promotion activities. Externally, we hosted the big reveal at our Digital Growth Summit in August 2019 in front of 400+ clients and prospects.

On the virtual front, the new website went live, the social handles transitioned and the video was live-streamed for employees. We then deployed an email strategy with multiple touchpoints, and our paid search reflected new ads while campaigns were turned on for social and display.

Our rebrand resulted in incredible brand lift and momentum:

300% increase in media coverage in tier one advertising trade publications, including: Ad Age, Campaign, MediaPost, and more
57% of inbound leads and prospects coming to the new website within the first 30 days post-rebrand—signaling market adoption
“The Forrester Wave™: Performance Marketing Agencies, Q3 2019” report recognized Tinuiti as having “some of the strongest e-commerce ad strategies in the field.”
A 62% increase YoY in size of marketing-generated deals - signaling our new positioning was attracting bigger brands/clients
29% increase YoY in marketing-generated new business revenue

Rebrand press release with launch video: https://tinuiti.com/blog/news/rebrand/

Rebrand featured in MediaPost: https://www.mediapost.com/publications/article/336216/elite-sems-next-act-as-tinuiti.html