Tinuiti Names Abbey Klaassen CEO to Accelerate Growth for CMOs

Klaassen succeeds Zach Morrison, who will step back from day-to-day role after 21 years leading the agency.

Apr. 15, 2026 at 1:05pm

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A high-end, photorealistic studio still-life photograph featuring a sleek laptop, minimal desk organizer, and glass of water on a clean white background, representing Tinuiti's data-driven, strategic approach to driving growth for CMOs.Tinuiti's new CEO Abbey Klaassen brings a data-driven, technology-forward approach to propel the agency's growth-focused vision for modern CMOs.NYC Today

Tinuiti, a leading independent media agency, announced that Abbey Klaassen will join the company as Chief Executive Officer. Klaassen succeeds Zach Morrison, who will step back from his day-to-day role after 21 years leading and building the company. Tinuiti has a proven model for driving growth, grounded in a deep understanding of performance drivers and supported by platform capabilities that give CMOs clarity and speed to act.

Why it matters

This planned succession builds on Tinuiti's powerful foundation across AI, data, integrated media, and commerce capabilities. The agency is already a scaled and strategic partner for ambitious CMOs, and now has an opportunity to grow its market presence, deepen those partnerships, and become the go-to growth partner for modern CMOs navigating an increasingly complex landscape.

The details

Klaassen joins Tinuiti from Dentsu, where she most recently served as Dentsu Creative U.S. CEO & Global Brand President. Previously, she helped drive the evolution of 360i into one of the industry's leading digitally-led integrated agencies. Klaassen also serves as Chair of the Board of Directors of the 4As. Tinuiti also announced that Bryan Wiener has been appointed Chairman of its Board of Directors. Wiener brings over 25 years of experience across digital marketing and commerce, including serving as Chairman and CEO of 360i.

  • Klaassen will join Tinuiti as CEO in April 2026.
  • Zach Morrison will step back from his day-to-day role after 21 years leading the company.

The players

Abbey Klaassen

Incoming CEO of Tinuiti, previously served as Dentsu Creative U.S. CEO & Global Brand President and helped drive the evolution of 360i.

Zach Morrison

Outgoing CEO of Tinuiti, who has led the company for 21 years.

Brian Murphy

Managing Director at New Mountain Capital, Tinuiti's lead investor.

Bryan Wiener

Newly appointed Chairman of Tinuiti's Board of Directors, with over 25 years of experience in digital marketing and commerce.

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What they’re saying

“We've built a strong, scaled foundation, and the next chapter is about continuing to accelerate especially across AI, data, and how we serve clients.”

— Zach Morrison, Outgoing CEO of Tinuiti

“We are thrilled to welcome Abbey to Tinuiti and believe her background and skillset are perfectly suited for the opportunities ahead. We are excited to partner with Abbey and the team to continue to build the company into the preeminent partner for modern CMOs.”

— Brian Murphy, Managing Director at New Mountain Capital

What’s next

Klaassen will officially take over as CEO of Tinuiti in April 2026, succeeding Zach Morrison.

The takeaway

Tinuiti's leadership transition positions the agency to accelerate its growth and solidify its role as a strategic partner for ambitious CMOs navigating an increasingly complex marketing landscape.