New York, NY (April 18, 2022) – New York, NY (April 18, 2022) – Tenet Partners is excited to be recognized by Gartner® in its 2022 Market Guide for Brand Consultancies. We believe this is an acknowledgement of the services, capabilities and insights that Tenet brings to brand leaders as they seek to elevate brand strategy, architecture, activation and visual identity.

The report emphasizes the challenges many CMOs face as they reconcile the link between brand investment and business value resulting in prioritization of brand projects. The Gartner survey found that “29% of agency work has shifted to internal teams (with brand strategy as the leading category where work shifted), internal teams typically don’t have the capabilities for significant brand strategy projects.”

In our opinion, this Gartner guide offers useful guidance on key considerations and action items for CMOs as they begin a brand consultancy search.

Respondents to the 2021 Gartner CMO Spend Survey ranked brand strategy as “the most vital” capability in supporting business strategy over the next 18 months.

We believe that the statements in the guide accurately reflect Tenet’s own views on the role of brand consultancies. The guide states that “The importance of brand – to attract and retain customers, potential employees and investors – is growing. CMOs are increasingly responsible for managing brand and the role it plays in conveying an organization’s purpose and priorities, and recognizing that internal capabilities to deliver deep brand strategy work are lacking. Thus, reliance on brand consultancies should continue to grow.”

Read the full Gartner report, Market Guide for Brand Consultancies, here (accessible to Gartner subscribers).

*Gartner, “Market Guide for Brand Consultancies”, Julie Reeves, Jay Wilson, April 18, 2022.

GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved. Gartner does not endorse any vendor, product or service depicted in its research publications and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s Research & Advisory organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

About Tenet Partners

Tenet Partners is a brand innovation firm that transforms organizations through a blend of insights, strategy, design and technology. Our mission is to help companies create brand value and open possibilities in today’s digital-driven and customer-focused world.

For more information, please contact:
Jessica McHie
Business Development and Marketing
Tenet Partners
+ 1 212 329-3166
jmchie@tenetpartners.com

New York, NY (April 16, 2021) – Tenet Partners has launched an advanced marketing analytics practice focused on applying machine learning, artificial intelligence and natural language processing to help marketers build, manage and optimize branding and innovation initiatives, thereby shifting their focus from hindsight to foresight—from reactive to proactive. The new practice, underpinned by a novel framework of interconnected models, is grounded in applied data science.

The CMO’s challenge: turning data into action

Leveraging technology to generate customer insight has become a key part of marketing and brand building. To this end, marketers have implemented a wide range of mar-tech solutions, customer experience management systems and research programs. These efforts have yielded a vast quantity of data, but much of its potential value remains untapped.

The next major task facing CMOs is to maximize the value of these investments by bringing the data together to see the bigger picture, create predictions and be more prescriptive in both brand strategy and tactics. The issue is finding a way to do so effectively and efficiently. This is far more than an exercise in traditional business intelligence and analytics. The challenges and complexities of joining customer, transactional and operational data across the enterprise—some of it unstructured data such as the content of emails and text messages—can be monumental. So are the opportunities: making use of data science to drive innovation and digital transformation offers exponential upside potential.

A quantum leap in data-driven transformation

Tenet’s interconnected models are built on the premise that data science is both transformative and scalable. Every marketer can start with the data that is available today and grow capabilities over time, adding new data sources and making new connections as they proceed down the path of digital transformation.

Through extensive and in-depth development, this novel approach enables clients to connect disparate data sets along with external data sources to produce advanced forecasting, predict business outcomes and optimize ongoing brand investment strategies. In addition, the dynamic framework provides real-time consumer sentiment, insight into purchase drivers, predicts consumer behaviors and observes customer experiences. In keeping with the philosophy of human-centered design, Tenet will combine deeply rooted design and systems thinking skills with the computational power of cloud computing and our proprietary data models to yield compelling insights, create deeper understanding of customers and deliver digital transformation at scale.

The experts behind the practice

Tenet CEO Hampton Bridwell says “data is a critical tool for building and managing corporate brands and their portfolios of products, services, and experiences. We have assembled the very best team of practitioners in enterprise-level data science and technology to create this new practice, the first and only of its kind among brand innovation agencies. This move marks the next evolution of our 25-year history of using data to deliver value to marketing leaders.”

Kellan Williams, Senior Partner and head of Tenet data science capabilities and Larry Roth, Senior Partner and head of Tenet’s digital arm, are leading the practice. Mr. Williams is an expert in data management and analytics, and is in charge of developing the interconnected data models that power the offering. He says that “there is a huge opportunity for brands to use advanced analytics to improve financial outcomes by moving from outdated BI tools that look backward to using advanced modeling to predict the future.”

In concert, Larry Roth will lead development of the solutions that will put Tenet’s sophisticated data models into action using proven tools such as IBM SPSS. His work will encompass the building of next-generation analytics platforms for data visualization, data interoperability and decision systems. Roth says “Our focus is helping clients turn data into usable insights that drive innovation. We can do this efficiently by combining our models with IBM SPSS Cloud computing to enable clients to streamline data movement. The resulting solution is secure and highly scalable, so we can move at speed and provide marketers with an unrivaled competitive advantage.”

About Kellan Williams

Kellan has 15 years of experience applying advanced analytics in nearly every sector and has held data science and analytics roles at Huntington National Bank, IBM, Safelite Autoglass, L Brands, PC Mall and Abercrombie and Fitch. His entrepreneurial spirit drives his curiosity to push the limits of what is possible and disrupt the status quo. He graduated from Ohio State University in under three years with a degree in Operations Management in 2005. Kellan is passionate about driving innovation and new product development via the most advanced Machine Learning, NLP, and AI models. His expertise is in applying supervised and unsupervised machine learning algorithms to real business problems to create lasting strategic and operational advantages for clients.

About Larry Roth

Larry is responsible for all digital and information technology projects, while also providing strategic direction to clients on how to derive the greatest benefits from advanced technologies. He focuses on how these technologies can increase business process efficiencies, reduce costs and enhance customer experiences. Larry is also an adjunct professor at the Rochester Institute of Technology in the Human-Computer Interaction department.

With over 20 years of experience in software development, Larry oversees his staff of engineers and UX specialists to ensure all digital deliverables give audiences a useful and enriching experience. He has worked with many brands including Xerox, Collins Aerospace, Edwards Lifesciences, Gore, CPSI, John Deere, UBS, Conduent, Amgen, CIEE, NAREIT, United Way, St. John’s University, Chevron, Lincoln Financial and CFA Institute, and others.

About Tenet Partners

Tenet Partners is a brand innovation firm that transforms organizations through a blend of insights, strategy, design and technology. Our mission is to help companies create brand value and open possibilities in today’s digital-driven and customer-focused world.

For more information, please contact:
Jessica McHie
Business Development and Marketing
Tenet Partners
+ 1 212 329-3166
jmchie@tenetpartners.com

New York, NY (December 11, 2020) – HBC has today started a long-term collaboration with Tenet Partners. Our goal is to build a consumer brand for HBC’s line of salmon-based products. Tenet Partners has an impressive and long track record in building powerful brands with a clear vision that motivate connections with consumers. We have experience across a multitude of sectors with particular focus on healthcare and consumer product sectors, making us an excellent partner for HBC. Within healthcare, Tenet’s clients include Amgen, J&J, Pfizer, Catalent and NPS Pharma and in consumer products we have worked with Colgate-Palmolive, Kraft, PepsiCo and even WellPet, a natural pet food brands owner.

The collaboration with Tenet will enable HBC to accelerate the development of its own brand and marketing strategy for its Consumer Health division. The Hofseth Group already has broad and well-established retail sales channels through which it will continue to place products, with existing access into over 40,000 retail outlets worldwide. Tenet’s approach to market analytics, branding and design will enable HBC to more rapidly utilize and monetize those sales channels as well as create its own brand for its unique, sustainable marine-derived products to be sold into segments such as OTC pharmacies, sports nutrition and cosmetics amongst others. Tenet offers e-commerce expertise, including engagement, technology and customer experience work, which will further help build HBC’s commercial reach for its B2C offering. Our breadth of work will be comprehensive including: new name development, developing a messaging matrix, new packaging concepts, new logo/identity and redesigning HBC’s own-product website.

As part of the transaction, Tenet Partners will also take more than half of the fees in the form of share options in HBC at par value that will vest and become exercisable upon the board of directors’ approval of Tenet’s delivery under the agreement’s main phase, tentatively by May/June 2021. Shares issued to Tenet following vesting and exercise of the options will be subject to a lock-up of 24 months as well, and Tenet will continue to deliver services to HBC during the lock-up period.

Tenet CEO Hampton Bridwell underscored that a close alignment of culture and philosophy is key for success. “Hofseth is a true innovator driven by vision, looking to push the boundaries. This venture is a great match for our brand-innovation approach and experience in building billion-dollar companies and product lines for B2B and consumer channels. Tenet’s proven approach is built on design-thinking and data science to yield consumer insights and an ability to scale brands through systems design” he said.

“Our relationship reflects this non-traditional mindset,” Bridwell noted. “Rather than a straight fee, we’re entering into a true equity partnership. That means we have ‘skin in the game:’ Our success will be directly tied to the results we achieve together. The fact that Tenet is employee-owned made this possible. Our 100% Employee Owned culture gives us financial flexibility and a venture-growth mindset that we believe is perfect to help HBC build a tremendous consumer business worldwide.”

“We see this as a wonderful opportunity to align with a company that shares our values at a very deep level,” Bridwell noted. “Hofseth is and always has been focused on sustainability and improving life. This complements Tenet’s ongoing commitment to positive societal and human impact, through our work with organizations such as Sustainability Accounting Standards Board and Smithsonian Environmental Research Center.”

Roger Hofseth says: “This multi-year collaboration with Tenet Partners is yet another example of how we are taking decisive steps forward in building our foundation for scalable sales growth. Building a brand needs to be done with a long-term, professional approach with the very best in the business. We have every confidence in Tenet Partners’ future success given their proven track record and enthusiasm towards the scale of the opportunity at hand. A recognizable brand will help drive sales purchased through the internet or directly through pharmacy, drug and retail stores. It is very important to “consume-ify” our natural ingredients in a way to connect with consumers all over the world. A successful brand will give us the best possible chance of success in the higher margin, direct to consumer vertical. We are delighted that Tenet will not only be our brand builder but also a meaningful investor in our business ensuring a perfect alignment of interests between us.”

This collaboration dovetails with the recent announcement of the hiring of senior sales executives from GSK and JNJ with Andy Gill and Will Urban Smith joining to expand HBC’s Consumer Health division. Their experience and knowledge from helping develop some of the world’s most recognizable consumer brands from Voltaren to Nicorette, will play a crucial role in the product development phase with Tenet and ensure the project is a success.

About Tenet Partners

Tenet Partners is a brand innovation firm that transforms organizations through a blend of insights, strategy, design and technology. Our mission is to help companies create brand value and open possibilities in today’s digital-driven and customer-focused world.

For more information, please contact:

Jessica McHie
Business Development and Marketing
Tenet Partners
+ 1 212 329-3166
jmchie@tenetpartners.com

New York, NY (December 04, 2020) – Tenet Partners has won top honors in the 2020 Transform Awards North America for its development of a new brand for longstanding client Mastercard. The Mastercard ID brand took gold for Best Development of a New Brand Within an Existing Brand Portfolio.

The annual awards are given by Transform Magazine in recognition of exemplary work in brand development and the growing importance of brand in strategic corporate communications. This is one of the largest awards competitions in the industry and represents many of the top firms in Tenet’s category.

“This is the sixth year that the Transform Awards North America has celebrated the transformative power of brand strategy and design. Every year it has got bigger, and the work we have celebrated has got better. We’ve seen a challenging year, but the number of entries and especially the caliber of entries has just been fabulous,” says publisher of Transform magazine, Andrew Thomas.

This recognition highlights Tenet’s ability to dig deep into a client’s brand strategy and identity, yielding a differentiating brand with a strategically defined connection to Mastercard.

“We’re very proud to have captured the top slot in this year’s competition,” said Hampton Bridwell, CEO of Tenet Partners. “It’s a powerful testament to the expertise and focus of our design, strategy and digital teams, as well as the close ongoing relationship we have with Mastercard.”

The award-winning work spanned Tenet’s full skillset and included research-driven positioning and naming, logo and visual system design, along with usage and application guidelines.

Visit our case study showcasing the Mastercard ID work.

See the full list of winners and view a rebroadcast of the awards here.

About Tenet Partners

Tenet Partners is a brand innovation firm that transforms organizations through a blend of insights, strategy, design and technology. Our mission is to help companies create brand value and open possibilities in today’s digital-driven and customer-focused world.

For more information, please contact:
Jessica McHie
Business Development and Marketing
Tenet Partners
+1 212 329-3166
jmchie@tenetpartners.com

New York, NY (June 23, 2020) – Over the past weeks our country is once again grappling with a simple fact: Black people are systematically oppressed. The tragic deaths of George Floyd, Ahmaud Arbery, Breonna Taylor, and countless other Black lives that have been lost to police brutality, hate crimes and social injustice are intolerable.

We stand against systemic racism because we believe Black lives matter.

We stand with people who have the right to feel safe, valued, and heard.

We stand with those asserting their right to protest and speak out against the unjust loss of Black lives.

It is our responsibility to add our voice to the growing chorus demanding change in the hopes that together, we can build a more just and equitable society for all Black Americans. In support of our employee-owners, our clients and our communities, our company reasserts our commitment to never tolerate racism and prejudice.

To fund action, Tenet is matching individual employee contributions to Black Lives Matter and related causes of their choice up to $250.