Growing up, I trained as a concert pianist. I worked hard, practiced endlessly, and performed in state-level recitals and competitions. I’m grateful for the discipline it taught me. But truthfully I didn’t thrive as a soloist. I learned over time that I shined best as the accompanist, just outside the spotlight, helping the soloists shine on stage—and ultimately at home, at work, and everywhere in between.

I believe an accompanist does his best work when he goes unnoticed. If I begin to upstage the main characters then I become the “distraction.” I’m very comfortable in all of my roles as best supporting actor. Here’s what it means for me in marketing and leadership…

From Piano Bench to CEO Seat

I don’t need to be the soloist.

But I do want to be the one who knows the score, steadies the rhythm, and supports great ideas stepping into the spotlight.

It turns out there’s a name for this kind of leadership—one that came up in a recent audiobook I’ve been revisiting: Good to Great by Jim Collins. Jim says transformative leaders are often quiet, humble, even reluctant. They’re ambitious for the mission, not for their own acclaim.

Growing up, I trained as a concert pianist. I worked hard, practiced endlessly, and performed in state-level recitals and competitions. I’m grateful for the discipline it taught me. But truthfully I didn’t thrive as a soloist. I learned over time that I shined best as the accompanist, just outside the spotlight, helping the soloists shine on stage—and ultimately at home, at work, and everywhere in between.

I believe an accompanist does his best work when he goes unnoticed. If I begin to upstage the main characters then I become the “distraction.” I’m very comfortable in all of my roles as best supporting actor. Here’s what it means for me in marketing and leadership…

Wingmen, Sherpas, and Supporting Roles

Some of my favorite characters in fiction were seldom the protagonist. My heroes are the best supporting actors: Goose, Dr. Watson, Spock, Alfred in Batman, Baymax in Big Hero 6, and more.

They’re the ones who make it possible for the hero to win—not by stealing scenes, but by showing up fully.

We don’t always talk about leadership this way. In most business books and conference stages, we celebrate the founder, the visionary, the disruptor. But I think there’s another kind of power in playing the “best supporting actor.” Especially in today’s creative and collaborative environments.

It’s not a lesser role. It’s a different muscle. One that values:

• Steady presence over spotlight
• Precision over noise
• Helping others be their best

“My personal measuring stick? If the team is thriving and our clients are winning—and no one’s really talking about me—I’m probably doing it right.”

The Irony (and Liberation) of Humble Leadership

There’s an irony here, of course.

I still like being seen. I like affirmation—on my terms. I like knowing my contributions matter. But what I’ve found over the years is that when I lead like an accompanist, I feel more myself. More aligned. More energized.
It’s also where I see the most growth happen on my team.

Because when people know they’re supported—not micromanaged or overshadowed—they try bolder things. They take risks. They step into their own voice. And isn’t that what leadership is meant to unlock?

Sharing the Load, and the Lead

At Targa, we talk a lot about shared leadership.

We’re a small team by design, but we carry a big creative load—and no one does it alone. Whether it’s reviewing a project, shaping a new strategy, or navigating a hard conversation with a client, my role is often to create the conditions for others to lead well.

Sometimes that looks like coaching.

Sometimes it’s holding space for someone else to shine—and resisting the urge to jump in.

My personal measuring stick? If the team is thriving and our clients are winning—and no one’s really talking about me—I’m probably doing it right.

One Final Thought

There’s a deep satisfaction I’ve found in helping the people around me shine—whether it’s Heather and our kids, the talented team at Targa, our gifted clients, or the inventive vendors and partners we collaborate with. Some of the best creative breakthroughs happen when we get out of our own way and make space for others to rise. That’s when ideas take flight—and when leadership feels most meaningful to me.

Game On: Why Gamification Marketing Is Winning Big — and Why Targa Is Leading the Way

Marketing today demands more than attention—it demands connection, emotion, and engagement. That’s where gamification comes in.

We were introduced to gamification by one of our clients who worked closely with Playable, the leading gamification platform behind some of the best-performing interactive marketing experiences on the market. After working together on some impressive campaigns for Logitech and other global clients —campaigns Playable called “the best they’ve ever seen”—we’re pumped to help more brands unlock this next evolution of marketing engagement. First, let us walk you through some interesting things we’ve learned along the way.

What Is Gamification in Marketing?

Gamification in marketing means using interactive, game-like elements to boost brand engagement, drive behavior, and create memorable customer experiences. Let’s be real. We thought it was interesting and certainly a fun creative challenge.

But it’s not just about fun—it’s about results:

• • It’s a new powerhouse for marketers. 90% of marketers say they “love” gamification. No doubt because they see higher engagement, not just because they’re fun.
  • It taps into core human psychology. People love to play, compete and be rewarded!
  • It works across the entire customer journey. Brand awareness, lead generation, loyalty building, data collection, and more.

From spin-to-win games to quizzes, challenges, contests, and skill competitions, gamification offers marketers a new kind of toolkit for engagement.

When to Use Gamification

The cool thing about introducing gamification to a marketing campaign is that it cuts through the noise which is so critical now, drives more meaningful engagement with customers, and captures customer data in a way that feels natural—not forced. We recommend using gamification in a few cases:

But it’s not just about fun—it’s about results:

• • Launching a new product, or revitalizing an existing product
  • Building awareness around a new campaign or promotion
  • Targeting a hard-to-reach or over-messaged audiences (aka everyone!)
  • Promoting shareability, storytelling, or education
  • Nurturing leads as they progress through the buyer journey
  • Increasing customer engagement and loyalty
  • Gathering unique insights you can’t get from traditional marketing tactics
  • Capturing data directly from customers

Hopefully, these ideas inspire you to think a little more about how gamification might be a useful tool in your marketing campaigns. If not, feel free to reach out. We love brainstorming ideas around blending fun and games with strategic results!

Why Playable and Targa Make a Great Team

When Playable brings next-gen marketing games to life, they are the experts in how to maximize the games’ capabilities to engage gamers and deliver success. But they turn to a creative marketing agency when they need uniquely smart design—they need a team that knows how to strategize, create, and deliver results. And understands the unique nuances of gamification in marketing.

That’s where Targa comes in.

• • We help leverage the Playable platform to promote the client’s business objective, and design games that have impact.
  • We then align story, mechanics, and aesthetics to the company’s brand and buyer journey.
  • We also tap into the fundamentals of behavioral economics — like reward motivation and positive reinforcement.
  • We seamlessly integrate every game, or series of games, into fundamentals of behavioral economics As part of complete campaigns, we tie engagement back to lead generation, brand building, loyalty, and sales.

The results so far?
Engagement rates that beat benchmarks, brand experiences that customers remember, and recognition from Playable as their top-performing agency collaboration to date.

Why Gamification Belongs in Your Strategy

Whether you’re targeting consumers or business buyers, gamification helps you:

• Boost lead capture with high-value first-party data
• Drive longer engagement times across campaigns
• Increase repeat visits and customer loyalty
• Create memorable experiences that differentiate your brand
• Strengthen marketing performance across every stage of the funnel across every stage of the funnel
• Stand out in a crowd, even when speaking to internal or partner audiences, even when speaking to internal or partner audiences

Plus, with a platform like Playable, marketers can track everything from registration rates to game completions to time spent—turning every game into actionable insights.

Why Work With Targa?

Gamification only succeeds when it’s tied to real strategy—not just pretty design or gamey gimmicks. Targa implements our core strategy, matching message to motivation, unleashing creativity, and focusing on outcomes.

• • Strategic campaign integration (not just standalone games, although those are pretty freaking cool too!)
  • Custom content and creative that amplifies the experience because we know how to maximize the game’s impact while promoting the brand goals
  • Performance-focused planning that ties games to real marketing goals
  • Agile execution with a focus on measurable outcomes
    with a focus on measurable outcomes

Playable trusts us with some of the world’s best brands because we know how to create experiences that perform—and we’re ready to help you do the same.

Ready to Play Smarter?

Gamification isn’t just a trend — it’s a marketing evolution. And it’s a strategy that works even better when you have the right partner to guide the way.

Let’s talk about how Targa + Playable can level up your next campaign.

Why the best partnerships are built on trust, creativity, and a little bit of magic

Ah, Valentine’s Day—the season of heartfelt connections, grand gestures, and, of course, love. But while romantic relationships get all the attention, there’s another dynamic duo that deserves the spotlight: the agency + client relationship.

At Targa, we don’t just see our client partnerships as transactional—we see them as true collaborations built on mutual trust, creativity, and a shared passion for success. It’s not a love-hate relationship (we save the drama for our creative brainstorming sessions). It’s a love-love relationship—one where both sides thrive, grow, and create something amazing together.

So, in the spirit of Valentine’s Day, let’s talk about what makes an agency-client relationship truly special.

1. Great Communication = A Lasting Connection

Any successful relationship—whether personal or professional—starts with great communication. The best agency-client partnerships thrive on clarity, honesty, and a shared vision. We actually love “tough conversations” because they help us deliver better results.

At Targa, we keep the conversation flowing, ensuring every project is aligned with our clients’ goals. No ghosting. No guessing games. Just open dialogue and strategic collaboration that leads to results.

2. Creative Sparks Keep the Fire Alive

Let’s be real—no one likes a boring relationship. The same goes for marketing. Creativity is the spark that keeps the magic alive in every campaign, brand strategy, and content piece we create. There’s nothing better than when our clients ask us to bring some saucy ideas to the table.

We bring fresh ideas, bold thinking, and innovative approaches to every project, helping our clients break through the noise. Whether it’s crafting a brilliant campaign concept or refining the smallest details in messaging, we ensure that every touchpoint is engaging and meaningful.

3. Trust Is the Ultimate Love Language

In any great partnership, trust is everything. Clients need to know their agency isn’t just executing tasks but truly invested in their success. We’re always looking for ways to take every project up another notch.

At Targa, we don’t just “do the work”—we think big, act strategically, and care deeply about every brand we support. Our clients trust us to challenge ideas, solve problems, and bring expertise to the table. And that trust? It fuels our best work.

4. We Have Fun Together

What’s a great relationship without a little fun? The best agency-client partnerships laugh together, brainstorm wildly, and celebrate wins along the way.

Yes, we take our work seriously, but we also know that marketing is an exciting, ever-evolving space. We bring energy, enthusiasm, and a touch of irreverence to keep the process engaging and enjoyable.

Because at the end of the day, great work comes from teams that genuinely love what they do and who they do it with. We look forward to our weekly check-in meetings as much for the project collaboration as for updates on all the fun life details: new babies, ski vacations, dog training tips, weddings, movie reviews, and unusual hobbies.

5. We’re In It for the Long Haul

A truly great agency-client relationship isn’t just a short-term fling—it’s a long-term partnership built on trust, results, and a shared vision for the future.

At Targa, we’re not just here for one campaign or one project. We’re here to grow, adapt, and evolve alongside our clients, helping them navigate the ever-changing landscape of marketing and branding, and their ever-growing careers.

Happy Valentine’s Day from Targa!

This Valentine’s Day, we’re celebrating the partnerships that make our work so fulfilling. To our amazing clients: thank you for trusting us, inspiring us, and collaborating with us. We love what we do because of you.

And if you’re looking for an agency that believes in love-love relationships, let’s chat. Because when strategy, creativity, and collaboration come together, the results are pure magic.

Let’s create something unforgettable together.

From Day One to Done Right: How to Kick Off with a New Ad Agency

Choosing the right ad agency is a big decision, especially if you’ve worked with others before. You’re not just looking for great ideas — you need a team that truly gets your vision and feels like an extension of your business.

At Targa, we understand that the first steps together are critical to building trust and laying the groundwork for success. That’s why our onboarding process goes beyond the basics, offering a collaborative, personalized experience that prioritizes your goals and ensures a seamless transition. Ready to see what sets Targa apart? Let’s dive into how we make starting fresh with a new agency not just easy, but exciting.

Why We Prioritize Onboarding

At Targa, our onboarding process is more than a bunch of paperwork — it’s a preview of what it’s like to work with us. While some agencies treat onboarding as a formality, we view it as a critical foundation. We’re not just here to provide services; we’re here to grow with you, understand your goals, and invest in your success.

Step 1: Getting the Essentials Sorted

Before we dive into projects, we have to get the paperwork squared away: contracts, NDAs, MSAs, billing info, all that jazz. Once we’ve got these basics handled, we can focus on what really matters: delivering great results.

Step 2: Laying the Foundation

To ensure we’re aligned, we’ll confirm our understanding of your needs and goals. We’ll start with a kickoff meeting, where we’ll go over what we’ve learned about you so far, and discuss any additional insights on your goals, challenges, opportunities, and so on. Our ultimate objective is to be an extension of your team, to the point where you almost forget that we’re not actually on your payroll! The goal here is to ensure we’re fully equipped to support your objectives from the start, and every day after.

Step 3: Let’s Get Acquainted!

Relationships are everything to us, so we’re interested in getting to know the people behind the business. That means you! We want to know about you and your team — hobbies, favorite snacks, birthdays (and half-birthdays…yep, that’s a thing!), kids, pets, you name it. This is business, but we are people. It’s more fun – and more productive – to work with humans you feel connected to.

Step 4: Communication & Project Management

We’ll discuss how you’d like to communicate and how often. We’re flexible: some clients prefer weekly check-ins, while others like project-specific updates. We adapt to your style, your pace, your preferences. We’re experienced with a variety of tools like Asana, Monday, and Slack, so we’ll align with whatever works best for you Additionally, we’ll provide a Targa Welcome Package that includes timelines, workflows, and all the necessary details for smooth collaboration.

Step 5: Let’s Get Rolling!

With logistics handled, we’re ready to get going! Every project at Targa follows a structure — beginning, middle, and end. Beyond that, every project is unique! We’ll establish scope, budget, timeline, and specific objectives; then we collaborate with you on edits and reviews until the project is finished and amazing.

Bringing on a new client isn’t just a process for us; it’s the beginning of what we hope will be a long and productive partnership. At Targa, we know that the first 90 days set the stage for the relationship ahead, which is why we’re fully committed to making onboarding seamless and impactful. But what we really look forward to is a relationship built to last!

Ready to enjoy a unique un-agency experience? Get in touch with us!

Jason’s Take

I’m happy to help you with your checklist, whatever your current team
looks like or goals ahead. Alongside our own engagement process, I’ve
shared 5 steps for getting the ball rolling in the right direction.

I’ve admittedly fallen in love with a few heart-based discoveries. And though it’s easy to slide back into business-as-usual semantics, I’m unmistakably drawn to that core element that makes marketing efforts not just seen but felt: human connection. Deep down inside, we all realize that to truly resonate with our audience, we must lead with something more profound, more innate—our hearts. I’ll share my thoughts on heart-based marketing and why we must all lead out with heart, and anchor our strategies in empathy and authenticity.

The Heart of Marketing: Connecting Beyond the Brand

Marketing with heart is not just a strategy; it’s a philosophy. It’s about transcending the conventional transactional approach and fostering a deeper connection with your audience. By leading with heart, marketers embrace the vulnerability and authenticity that come with genuine human interactions. This approach isn’t about leveraging emotions for manipulation but about understanding and respecting the emotional triggers of your audience. It’s a call to be curious, to listen deeply, and to engage with sincerity.

“Project semantics and timelines often distract us from the core element that makes marketing efforts not just seen but felt: human connection”

Marketing to Human Beings, Not Just Consumers

At its core, marketing is all about communicating with human beings. It’s easy to get lost in demographics and forget that behind every data point is a person with emotions, aspirations, hopes and fears. Heart-based marketing reminds us to see our audience as people first. This perspective shift allows marketers to craft messages that resonate on a human level, fostering a sense of belonging and understanding. It’s about marketing from one heart to another, where empathy and kindness become powerful tools for engagement.

In Conclusion…

Heart-based marketing feels to me like a shift from the traditional to the transformative. It challenges us as creatives and marketers to be “fierce and kind” (a term that I heard just last week from Brené Brown and her book Dare to Lead.) Brené’s perspective on heart-based leadership creates limitless tools for creating marketing momentum in campaigns, both large and small. This approach goes beyond mere transactions, fostering deep connections that enrich both the brand and its audience.

I seek every day to transcend the transactional, craft messages that can resonate.

I know I’m not the smartest marketer in the room, but I remind myself that my job is to bring authenticity to our projects. In the journey of marketing, let’s not forget the ultimate destination: to connect, to resonate, and to engage from one heart to another.

I’d love to hear your thoughts, so let’s start a conversation or 2. Please reach out to me with your own views on the human aspects of your marketing roles.