Awards & Press

Ovative In: MSPBJ May 2021

Ovative adding more space to Minneapolis offices, plans to keep hiring


Digital marketing firm Ovative Group is expanding its offices again after doubling in size since 2019.

Ovative has 245 employees across the country, with about 210 in offices in Minneapolis’ North Loop neighborhood. Since Ovative moved into its current space in The Nordic in April 2019, it has added 123 employees, it said. While CEO Dale Nitschke didn’t disclose the firm’s current revenue, it had revenues of $21.8 million in 2018, and Nitschke said the firm has been growing at least 20% each year since it was founded in 2009.

Ovative currently occupies the ninth through eleventh floors of The Nordic and has plans to add the eighth floor, which will add 19,150 square feet and room to accommodate up to 314 employees, each of whom can have their own workstation. Ovative hopes to reach that number of employees in the next couple of years, Nitschke said.

Its offices also include amenities like a feather bowling court (a sport that’s similar to curling, but without ice) and beer and kombucha on tap.

Minneapolis-based architecture studio KKChong will handle design work for the project, which will begin in June and is set to finish in October.

The firm is also finding space for its remote workers in New York City – which could number as many as 20 by the end of the year, Nitschke said.

“We anticipate that we’ll continue to grow,” he said.

Ovative helps clients grow using a metric it calls “Enterprise Marketing Return,” or EMR, which is its secret sauce. Many digital marketing firms only focus on the digital returns of their campaigns, such as e-commerce sales. Ovative, however, uses its technology to help firms understand the holistic impact of their efforts, including things like brick-and-mortart sales.

Nitschke compared Ovatives focus on EMR to Wayne Gretzky’s famous mantra of skating where the puck is going to be, not where it is. That approach has paid off, he said.

“In the past three or four years, more of the industry and more of our clients are recognizing, ‘That’s amazing that they can do this,'” Nitschke said.

Ovative has over 40 clients, more than half of which it has added since January 2020. Its clients include The Walt Disney Company, UnitedHealth Group Inc. and The Home Depot Inc. The Covid-19 pandemic has helped Ovative grow as more of its clients shift to digital channels to drum up business.

The firm is largely staffed by digital engineers and data scientists, thought it has a small and growing creative team, Nitschke said.

Nitschke was a 23-year veteran of Target Corp., including spending time as the president of He formed the company as a response to what he saw as increased interest in digital media, he said.

Carrigan Miller. “Ovative adding more space to Minneapolis offices, plans to keep hiring.” Minneapolis/St. Paul Business Journal, May 11 2021.

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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