Tinuiti secures Carter’s media mandate

Tinuiti has been appointed Full-Funnel Agency of Record for Carter’s, Inc., covering all of the company’s brands in the United States and Canada. The mandate includes Carter’s, OshKosh B’gosh, Skip Hop, Little Planet and Otter Avenue.

The agency will oversee Carter’s full-funnel media strategy, bringing brand and performance activity together through its Bliss Point technology suite.

The platform includes tools such as MMM, GeoMMM, Ad Copy AI and Brand Equity to help connect media investment with measurable business outcomes across the brand portfolio.

Tinuiti to lead Carter’s full-funnel media strategy

The partnership aims to create a unified framework for Carter’s marketing investments, combining brand development with performance measurement. By integrating media planning and analytics, the approach is designed to improve visibility across channels while linking campaigns more closely to growth.

Jeremy Cornfeldt, President, Tinuiti: "Carter’s is an iconic family of brands with a deep emotional connection to families. They were looking for a partner who could help modernize their marketing by unifying brand, performance, and measurement. Bliss Point allows us to do exactly that—turning full-funnel complexity into smarter, more profitable decisions."

Carter’s seeks integrated growth strategy

Carter’s selected Tinuiti based on its ability to move beyond channel-specific optimisation and develop an integrated growth model. The strategy connects media investment directly to business results while addressing inefficiencies across campaigns.

Sarah Crockett, Chief Marketing Officer at Carter’s: "Tinuiti’s full-funnel expertise and advanced measurement capabilities give us confidence that we can scale growth while maintaining discipline and accountability across our media investments."

Legacy brands shift toward full-funnel models

The appointment reflects a broader movement among established consumer brands to adopt full-funnel marketing approaches that balance long-term brand building with performance accountability in a fragmented media environment. For Tinuiti, the agreement strengthens its role as a partner to brands seeking measurable growth through integrated media and measurement strategies.

www.tinuiti.com

www.carters.com

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