Awards & Press

Ovative Group Named a Finalist for the 2023 Digiday Media Buying and Planning Awards 

Minneapolis, MINN. April 26, 2023 –– National firm Ovative Group has been named a ‘Media Plan of the Year’ finalist for the 2023 Digiday Media Buying and Planning Awards. 

The Digiday Awards highlight the most critical investments of the past year marked by innovative ways to use data and emerging channels to propel advertising campaign success stories. Ovative’s innovative partnership with Coach earned the firm its finalist recognition. In 2022, Ovative partnered with Coach to reach Gen Z audiences and build brand equity through messages of confidence and self-expression, exceeding campaign goals across all primary key metrics. 

Ovative experts helped Coach break through the advertising clutter and reach Gen Z audiences in their natural environments. The firm executed deep consumer research to understand the preferences and shopping habits of Gen Z to select the right channels and tactics and effectively capture attention. For more on Ovative’s strategy, see this recent case study. 

Ovative also invested in upper-funnel tactics, which is traditionally an undervalued approach. By using MAP, an AI-driven analytics platform that measures media performance, the client began understanding the Enterprise Marketing Return (EMR) value of upper funnel media investments on enterprise sales (offline and online), lifetime customer value, incrementality, and profitability. 

According to The Ad Age Harris Poll, Coach placed within the top 20 for brands getting Gen Z attention during the time of this campaign. Additionally, the brand exceeded campaign performance goals in all primary key metrics including impressions, video views, engagements, and clicks. Moreover, Coach attained a profitable EMR during the campaign, indicating that its media investments were well worth the spend. 


Ovative Group is an independent media and measurement firm that helps clients drive and deliver measurable marketing performance. Founded in 2009 by Dale Nitschke, Ovative brings media, measurement, and consulting together under one roof to measure the holistic impact of marketing on clients’ total business using its proprietary metric, Enterprise Marketing Return (EMR). Ovative’s team of marketing experts serves as a trusted partner for its national world-class client base of marketing leaders across many industries. Ovative is recognized as an industry leader and has received awards including Star Tribune’s Top Workplaces, Minneapolis/St. Paul Business Journal’s Fast 50, and Inc. 5000. For more information about Ovative, visit or follow Ovative on Facebook,Instagram,LinkedIn, and Twitter. 


Enterprise Marketing Return, Ovative’s proprietary metric, is a unified optimization metric that aligns business leaders to the metrics that impact their business most. EMR looks beyond traditional metrics like Return on Ad Spend (ROAS) and last-click attribution to understand the true value of marketing investments across consumer touchpoints. EMR is comprised of four pillars: Enterprise Revenue, Future Customer Value, Incrementality, and Profitability. EMR offers a strategic framework to think beyond individual channel performance, identifying and unlocking opportunities for profitable enterprise growth with the customer at the forefront of all conversations.  


MAP is Ovative’s AI-driven analytics platform that measures the incremental impact of marketing on enterprise performance. MAP was built to optimize companies to a holistic metric called Enterprise Marketing Return. MAP provides the most comprehensive view of your marketing program, enabling smarter actions that impact the performance of the enterprise at large. By combining customer data and advanced modeling, MAP can understand marketing’s impact across media and sales channels. MAP is a differentiator due to its unified model, enterprise-level focus, customer-centric and incremental lens, and human-led decisioning. 

Lillian Smith

Senior Analyst, Paid Social

About the Author

Lillian is a Senior Analyst on the Paid Social team at Ovative.

Dale Nitschke

Dale Nitschke

CEO & Founder

About the Author

Dale is the Founder and CEO of Ovative. After years of operating a large omni-channel business and leading a customer data initiative, Dale knew there was an opportunity to create a marketing firm that helped clients become more customer centric and drove better performance outcomes. A gap existed between business consultancies and advertising agencies that modern marketing approaches demand. He also believed that a strong, healthy culture could attract and develop smart, talented team members. In 2009, he formed Ovative to bring media, measurement, and consulting together under one roof to enable an enterprise approach that drives more revenue and grows clients’ customer base.

Prior to founding Ovative in 2009, Dale spent 23 years at Target Corporation where he served as President of and grew the ecommerce business from start-up stage to a $1 billion+ business and established the foundation of Target’s Guest database capabilities. Previously he served as SVP Merchandising at the Department Store Division of Dayton Hudson. Dale has advised retailers and brands globally on business, growth, marketing, and measurement transformation strategies.

Outside of Ovative, Dale is a leader on topics including business strategy, change management, and team leadership. He serves on the board of Allergy Amulet and on the Dean’s Advisory Board of the Wisconsin School of Business at UW-Madison.  He enjoys spending time with his family, up north in northern Wisconsin, playing golf, and cheering on Wisconsin sport teams.

Seth Brand

Senior Manager, Consulting

About the Author

Seth is a Senior Manager on the Consulting team at Ovative.

Amanda McCann

Senior Manager, Consulting

About the Author

Amanda is a Senior Manager on the Consulting team at Ovative, specializing in Retail Media Networks.

Jenny Reinke

Senior Analyst, Measurement Solutions

About the Author

Jenny is a Senior Analyst on the Measurement Solutions team at Ovative.

Annie Zipfel

Executive Vice President, Media

About the Author

Annie is the Executive Vice President of Media at Ovative. She oversees delivery and growth across paid and owned media (digital, traditional, and retail media) and creative services.

Annie has more than 30 years of experience in media, brand management, insights/analytics, marketing, and product. She has also developed large, high-performing teams and built new measurement capabilities. Annie led the marketing team at Andersen Windows & Doors, leading the digital, social, content, customer insights, and creative functions. Prior to that, Annie served in multiple marketing leadership roles at Starbucks, REI, Target, and General Mills, with a keen focus on brand, media, insights, analytics, and measurement.

Annie is an industry leader in brand management, customer insights, e-commerce, social media, and analytics. She enjoys hiking, traveling, cooking, fishing, and spending time with her sweet dog and two sons.

Bonnie Gross

Executive Vice President, Talent Services

About the Author

Bonnie is the Executive Vice President of Talent Services at Ovative. She is responsible for attracting and retaining top talent and creating a culture in which our team thrives personally and professionally. Under Bonnie’s leadership, Ovative has defined an industry leading leadership and development program and transformed our approach to talent recruitment with a focus on diversity, equality and inclusion. Prior to her current role, Bonnie led Ovative’s Client and Business Development team overseeing client satisfaction and new growth opportunities.

Before joining Ovative in 2014, Bonnie spent 13 years at Target Corporate as the VP of digital and Digital Marketing where she led the launch of Cartwheel, an industry-leading social shopping application. Bonnie was the VP of Marketing for Fingerhut for 15 years prior to joining Target.

Leander Cohen

Analyst, Consulting

About the Author

Leander Cohen is an Analyst on the Consulting team at Ovative.

Will Silva

Analyst, Measurement Solutions

About the Author

Will is an Analyst on the Measurement Solutions team at Ovative.

Sarah Chang

Sarah Chang

Analyst, Consulting

About the Author

Sarah Chang is an Analyst on the Consulting team at Ovative.

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