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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: Achievement Categories
Nomination Sub Category: Achievement in Human Resources
 Nomination Title: Tinuiti; Maintaining a People-First Culture Through Rapid Growth
- Which will you submit for your nomination in this category, a video of up to five (5) minutes in length about the nominated organization's customer satisfaction achievements since the beginning of 2020, OR written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video:
- If you are providing written answers for your submission, you must provide an answer to this first question: Briefly describe the nominated organization's history and past performance (up to 200 words):
Total 178 words used.
Given Tinuiti didn’t even exist as a brand 2.5 years ago, it’s remarkable how quickly the independent performance marketing firm has grown. Following Elite SEM’s acquisition of CPC Strategy, Email Aptitude, and OrionCKB, we rebranded to Tinuiti in 2019. Then, with only six months under our belt as Tinuiti, 2020 descended.
Throughout the pandemic—and the radical changes in consumer behavior and work-life it wrought—we managed to stay true to our vision of growing happiness for our employees as a means to fuel performance for our clients. Tinuiti has experienced rapid expansion, growing seven times in size since 2017 and despite the “Great Resignation” and high employee churn in the marketing agency world, our workforce increased +57% YoY in 2021, surpassing 1,000 in headcount.
Tinuiti’s mission of growing happiness for our employees and our clients attracts and retains the top minds in the industry, leading to better results. Tinuiti is able to accomplish this by valuing talent over geography, allowing employees to work wherever and whenever they’d like—and this was the company’s philosophy even before the pandemic.
- If you are providing written answers for your submission, you must provide an answer to this second question: Outline the organization's achievements since the beginning of 2020 that you wish to bring to the judges' attention (up to 250 words):
Total 237 words used.
Although Tinuiti offers unlimited PTO, we began issuing two mandatory days of PTO for mental health every month at the start of the pandemic, an initiative that still continues to alleviate burnout and assist working parents. We also extended our Summer Friday program year-round and dubbed it Flex Fridays where there are no Zoom meetings and employees are encouraged to take half-days.
In 2021, our People Team unveiled its proprietary growth management system to focus on the performance development of its employees. Each person is designated an employee growth team made up of a manager, skip-level manager and an external professional career coach in partnership with Bravely. Over 650 Tinuitians have met with Bravely coaches since the wildly successful partnership began in Q2 2021. This focus on career growth has led to over 350 internal promotions since 2021.
When it comes to recruiting, Tinuiti is growing fast but has never been more devoted to building an inclusive workforce. Over a year since the social reckoning of Summer 2020, Tinuiti remains committed to improving diversity, equity and inclusion internally and in the industry at large. With a pledge to increase BIPOC talent from 27% to 35% by 2023, Tinuiti currently sits at 32% BIPOC employees with many programs and initiatives in place to far exceed its original goal, such as a diverse hire training with Bold Culture, a multicultural communications firm, in order to learn diverse recruitment strategies.
- If you are providing written answers for your submission, you must provide an answer to this third question: Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the organization's past performance (up to 250 words):
Total 242 words used.
Our ability to handle rapid growth while maintaining a people-first culture did not go unnoticed in the industry. Tinuiti consistently ranks high in Ad Age’s Best Places to Work list and has made Inc.’s Best Workplaces list the past two years. We also took home four honors at the Stevie Awards for Great Employers. Additionally, Tinuiti was shortlisted for Diversity & Inclusion Company of the Year at the Drum Awards for Digital Industries and was a finalist for Most Committed to Work-Life Balance at the 2021 Digiday Worklife Awards.
Our strategic initiatives and company programs to promote career development and DEI in the workplace would be fruitless if Tinuiti’s People Team didn’t focus on a healthy work-life balance for its employees. In addition to mandatory mental health PTO and flexible hours, Tinuiti created the ‘Second Impressions’ travel program, giving employees who had started during the pandemic a chance to meet their work “besties” in real life. Employees could request to meet with their work friends, bosses, or teams who were so critically important to their connection to Tinuiti, but whom they had never met.
To further bolster mental health, Tinuiti created a week-long, all-employee, paid time-off, company-mandated holiday in early October called “Tinuiti Recharge.” Employees were asked to step away and do what makes them happy outside of the office in order to re-energize before the holiday season and the final Q4 dash to 2022—benefiting Tinuiti and our clients’ business.
- Optional: Reference here any attachments of supporting materials throughout this nomination and explain how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 29 words used.
We've added some examples of our DEI initiatives and a press release on some of the People Team's programs to address mental health and giving back to the community.
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