Performance Creative
After a Forrester analysis revealed that Tinuiti was losing its reputation as an agency that offered data-driven creative, I took on the task of repositioning our Creative division.
Tinuiti’s ideal customer profile points to brands that rely heavily on data to make budgetary investments, creative being no exception. Therefore, I felt it was crucial to include messaging on our website that conveyed a fusion of data analysis and creative production, each informing the other. This led to my first recommendation, renaming the creative division Performance Creative.
Through my audience research, I noted that our prospects were trending toward consolidation of digital advertising channels, often employing a single agency. To support this, I highlighted Tinuiti’s omnichannel expertise on our website, ensuring that Performance Creative wasn’t seen as an à la carte solution.
Sales slides
Sales sheet
Click image to visit page
With the launch of our repositioned Performance Creative webpage, I armed Tinuiti’s sales team with an updated sales sheet and deck. Compared to our legacy positioning that messaged Tinuiti’s creative team as a design-focused solution, these updated sales enablement materials repositioned Tinuiti as a data-backed agency with a “moment-based approach to creative.” This messaging aligned with our prospects’ needs for quick-turn assets that could drive performance throughout the funnel.
+25%
win rate YoY
+9%
revenue YoY
My repositioning of Performance Creative led to YoY growth and landed Tinuiti more deals, more revenue per deal, and a boost in the division’s visibility in pitches.