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Tinuiti expands leadership in EMEA, affiliate, and Social Commerce as more brands unite Media and commerce. NEW YORK, USANew appointments in the US and UK support growing demand for connected media and commerce strategies. New appointments in the US and UK support growing demand for connected media and commerce strategies. NEW YORK, USA Enterprise brands continue to consolidate the media and commerce journey with fewer partners, a shift that has driven a 66% increase in average deal size over two years for Tinuiti, a leading independent media agency. To extend its integrated model across the UK and EMEA and deepen expertise in affiliate and social commerce, Tinuiti today announced three senior leadership hires: EJ Watson as Vice President, Client Partner, EMEA; Danay Escanaverino as Vice President, Affiliate Marketing; and Kellie Martin as Senior Director of Social Commerce. "The brands we work with aren't just asking for more channels. They're asking for those channels to work together. EJ takes the relationships our U.S. clients trust into EMEA. Danay connects affiliate to the rest of the funnel. Kellie turns TikTok Shop into a measurable growth channel. Each brings a proven record of scaling programs for enterprise brands, and with Bliss Point, our proprietary intelligence engine, powering their expertise, clients get the clarity, speed, and momentum to scale. That connective tissue is what bigger mandates require," said Crystal Duncan, Executive Vice President, Brand Engagement, Tinuiti. With decades of specialized agency and brand-side experience, these new leaders bring proven expertise in scaling high-impact programs for enterprise brands across global markets: EJ Watson, VP, Client Partner, EMEA. Based in the UK, Watson will own senior client relationships and business outcomes for a pod of strategic accounts while serving as Tinuiti's senior in-market client delivery leader in EMEA. She will architect multi-year growth strategies, lead key client touchpoints and play a central role in expanding U.S.-based client relationships into EMEA, working closely with channel leads, Product and Analytics. She will also provide leadership and support to Tinuiti's UK-based teams. Watson brings more than 20 years of global media, marketing and commercial leadership, driving growth for brands including Adidas, IKEA, Coca-Cola, AB InBev, Shell, Mondelēz and Cricket Australia. Her experience spans retail, FMCG, consumer health, energy, sports and e-commerce across Europe, North America, Africa, Asia-Pacific and the Middle East. She most recently led global client portfolios at WPP Media, overseeing network connectivity, commercial operations, strategic planning and capability development across more than 50 markets. Danay Escanaverino, Vice President, Affiliate Marketing. A 25-year performance marketing veteran, Escanaverino will lead Tinuiti's affiliate practice, defining the next generation of performance-based partnerships as AI, privacy changes, and the shift from content to commerce reshape the space. She will guide the practice toward holistic, content-led, full-funnel partnership ecosystems, seamlessly connecting affiliate with paid social, search, commerce and influencer, and serve as a senior advisor to clients. Escanaverino has built and scaled partnership programs across agency, brand, publisher and consulting environments, leading teams of five to 60. She helped launch and scale an affiliate network through its merger into MediaWhiz, launched one of the first Latin America-focused affiliate networks at Filiado, and founded multicultural performance agency LunaSol Media, which she led for 12 years before a successful exit. She most recently advised Fortune 100 brands at Ebiquity. Kellie Martin, Senior Director of Social Commerce. Martin will lead Tinuiti's TikTok Shop practice, driving innovation and best-in-class execution across social commerce. She will work with account and client partner teams to integrate TikTok Shop into client solutions, represent the practice in new business pitches and audits, and convey client needs to Tinuiti's Product team. A creator, commerce and growth leader with more than 11 years of experience spanning beauty, retail, and CPG, Martin has built and scaled TikTok Shop, affiliate, and paid social programs for leading enterprise brands. She joins Tinuiti from Zero To 1, where she led TikTok Shop channel strategy for brands including P&G, Nature Made, and Carpe. She previously led paid social strategy at Junction 37, following digital media roles at Viacom and iHeartMedia. Investing behind growth. The expansion of Tinuiti's leadership team comes as the agency also scales its Bliss Point Marketing Operating System - Tinuiti's proprietary intelligence engine that unifies audience, creative, media, and measurement. Earlier this month, Tinuiti announced the launch of the Bliss Point Model Context Protocol (MCP) Server, becoming one of the first agencies to open its proprietary measurement layer directly to AI agents. Tinuiti's pioneering agency MCP Server comes as platforms such as Google, Meta, TikTok, and Amazon have each introduced MCP connections that give marketers and developers agent-based access to their respective platforms. By bringing governed, taxonomized media data directly into a brand's preferred AI environment, the Bliss Point MCP Server empowers marketers to connect cross-functional datasets, instantly query real-time performance, and automate custom workflows like pacing alerts and weekly narratives. To learn more about Tinuiti's Bliss Point MCP Server, reach out directly here. Today's announcement follows rapid enterprise growth for Tinuiti, including major Agency of Record wins such as: Carter's, Inc., Full-Funnel Agency of Record; SNIPES USA, Agency of Record; Wolverine World Wide, Inc. (Merrell(R), Saucony(R), Chaco(R), Wolverine(R), and Cat(R) Footwear), Media Agency of Record;Serta Simmons Bedding, Digital Agency of Record; and Allies of Skin, Media Agency of Record. Earlier this month, Tinuiti earned a spot on the 2026 Adweek Agency of the Year Shortlist in two major categories: U.S. Media Agency of the Year and Independent Media Agency of the Year. An esteemed industry accolade, the dual shortlist further validates Tinuiti's commitment to providing clients with the speed, objectivity, and competitive edge that come with an independent model. About Tinuiti. Tinuiti is a media agency that not only builds brands, but architects business outcomes, creating immediate and lasting growth for clients. At the center is Tinuiti's Bliss Point Marketing Operating System - the ultimate brand and performance unifier - which fuels decisions across Audience, Creative, Media and Measurement. This approach allows Tinuiti to treat each client's business like its own - making smarter decisions, faster, and with greater accountability. With over $4.5 billion in media under management and 1,200 employees across the U.S., Mexico and EMEA, Tinuiti delivers measurable impact for leading brands. For more information, visithttps://tinuiti.com/. Media Contact Details Victoria Woodside Email: Send Email October 23, 2026 - Views: 0 October 23, 2026 - Views: 1 October 22, 2026 - Views: 0 Recent comments. No comments to show.

Tinuiti unveils Bliss Point MCP Server, pioneering open measurement access for AI agents. October 06, 2026 10:54 ET | Source: Tinuiti.com NEW YORK, USA, Oct. 06, 2026 (GLOBE NEWSWIRE) - In an industry built on walled gardens, Bliss Point MCP Server opens Tinuiti's decision-grade media intelligence to any AI agent a brand chooses - no closed ecosystem required. Today, Tinuiti, a leading independent media agency, announced the launch of the Bliss Point Model Context Protocol (MCP) Server, becoming one of the first agencies to open its proprietary measurement layer directly to AI agents. Powered by the Bliss Point Marketing Operating System - Tinuiti's proprietary intelligence engine that unifies audience, creative, media, and measurement - the new connection gives marketers governed access to clean, cross-channel media performance and measurement intelligence through compatible AI agents and enterprise AI environments. Unlike traditional walled-garden platforms that restrict integration, the Bliss Point MCP Server is built for total interoperability - collaborating directly with a marketer's chosen AI applications, external tech partners, and existing enterprise infrastructure. The Bliss Point MCP Server makes core Bliss Point resources - clean, normalized media data, measurement signals, and select third-party data - available through compatible versions of ChatGPT, Claude, Microsoft Copilot, and clients' own agents or business intelligence environments, subject to client permissions and configuration. Rather than asking an agent to reconcile fragmented platform reports, the Bliss Point MCP Server gives it a single, already-taxonomized view of performance to reason over. "We believe two things fundamentally. One, an AI agent is only as smart as the context, data, and guardrails powering it, and two, clients should be able to choose how they use their own data - not have that choice made for them by whichever system happens to hold it. That's what Bliss Point MCP means in practice: a client's own clean, governed data, working inside whatever agent or LLM they choose. For clients, that means faster, more confident decisions built on a foundation they actually trust. As an independent agency, we can move fast and work with the technology our clients choose," said Abbey Klaassen, Chief Executive Officer, Tinuiti. Built on the open Model Context Protocol standard, the new connection allows brands to query approved Bliss Point data and build customized workflows, giving a brand's preferred agents and tools access to the most powerful datasets and context. By taking on the heavy lifting of extracting, organizing, and unifying fragmented channel data in one place, Tinuiti's Bliss Point MCP Server gives a brand's AI tools immediate access to decision-grade intelligence, empowering teams to focus on strategic execution from day one. Tinuiti's pioneering agency MCP Server comes as platforms such as Google, Meta, TikTok and Amazon have each introduced MCP connections that give marketers and developers agent-based access to their respective platforms. By connecting its proprietary measurement intelligence to AI agents through an MCP, Tinuiti gives clients an independent intelligence layer across channels, bringing together normalized media data, measurement signals, modeling outputs, and approved third-party data in a consistent, governed format. With the Bliss Point MCP Server, marketers can: * Connect media and business data. Bring approved media intelligence into a brand's AI or business intelligence environment and combine it with sales, inventory, or CRM data for cross-functional analysis. * Get answers on demand. Ask how yesterday's performance compared with plan and receive an answer based on clean, taxonomized data, without waiting for a scheduled report or response. * Move faster during peak periods. Review pacing and prior-day results during high-volume periods, including the holiday shopping season, using the same governed data foundation available to the broader team. * Build governed workflows. Develop agents and skills, including weekly performance narratives or anomaly alerts, with Bliss Point as the underlying intelligence layer. Market interest in an open measurement layer is already translating into active adoption among major brands. Leading advertisers within Tinuiti's client roster, like e.l.f., are implementing the Bliss Point MCP Server to connect their enterprise LLMs and custom AI agents directly to the agency's decision-grade data. By moving early, these brands are establishing unified AI governance models that integrate cross-channel media performance straight into their internal business intelligence stacks - setting the operational standard for how modern marketing organizations will leverage AI agents moving forward. "e.l.f.'s ethos commits us to connecting communities and actively listening to the signals they give. An integrated platform like Tinuiti's MCP - for which we were eager to be alpha testers - should allow us to see the big picture across our media and business data with collective analysis through a governed workflow. We are always looking for new pathways to meet our community where they are," said Patrick O'Keefe, Chief Integrated Marketing Officer, e.l.f. Brands. Tinuiti built the Bliss Point MCP Server under its Agentic Deference principles, which call for approved data access, clearly defined business objectives, human accountability and governance appropriate to each use case. Building directly on this MCP foundation, Tinuiti is rolling out next-generation Dashboarding and Data Analysis Agents, designed to provide on-demand, customized answers through Bliss Point. The launch follows rapid enterprise growth for Tinuiti, driven by a 66% increase in average deal size over two years and major Agency of Record wins including: Carter's, Inc., Full-Funnel Agency of Record; Wolverine World Wide, Inc. (Merrell, Saucony, Chaco, Wolverine, and Cat Footwear), Media Agency of Record; Serta Simmons Bedding, Digital Agency of Record; and Allies of Skin, Media Agency of Record. Tinuiti has also made significant investments in senior leadership throughout 2026 to support its continued growth. Abbey Klaassen joined Tinuiti as CEO in June, with Bryan Wiener appointed Chairman of the Board. Most recently, Tinuiti welcomed Wes Harris as Global Chief Operating Officer, formalizing the COO role on its executive leadership team to connect client delivery, product, technology, and AI around the agency's biggest growth opportunities. About Tinuiti Tinuiti is a media agency that not only builds brands, but architects business outcomes, creating immediate and lasting growth for clients. At the center is Tinuiti's Bliss Point Marketing Operating System - the ultimate brand and performance unifier - which fuels decisions across Audience, Creative, Media and Measurement. This approach allows Tinuiti to treat each client's business like its own - making smarter decisions, faster, and with greater accountability. With over $4.5 billion in media under management and 1,200 employees across the U.S., Mexico and EMEA, Tinuiti delivers measurable impact for leading brands. For more information, users can visit https://tinuiti.com/.