2022 ThinkNW Marketing All-Star: Amalia Martino, Founder & President at The Vida Agency
We are delighted to announce the 2022 class of ThinkNW Marketing All-Stars, a peer-nominated award that recognizes excellence in marketing in the region. Our objective is to highlight the individuals who drive industry growth and contribute to the regional brand and marketing ecosystem.
We reached out to our honorees to learn more about their work, lives, and what the Pacific Northwest means to them.
Here’s what Amalia Martino, Founder & President of The Vida Agency, had to say:
How long have you been in your current role?
I have been in my current role for five years.
What do you value most in your work in this role, and what do you consider your biggest accomplishment?
I founded The Vida Agency over five years ago, starting as the first employee. We have experienced significant growth since then and currently have a team of 24 talented individuals. Following the murder of George Floyd and the rise of the Black Lives Matter movement, the world aligned with our values and sought our expertise in reaching diverse, multicultural audiences—something we do day in and day out. Operating from such an emotionally charged space, combined with the challenges of the pandemic and navigating a hybrid work environment, has been quite the journey. I am proud of the company’s growth, our commitment to inclusion and collaboration, and the impact we’ve made in the community. Highlights include winning a NW Emmy for a Spanish language commercial and receiving the PRSA President’s Award for a bilingual campaign that authentically celebrates diversity.
What do you like to do outside of your work?
As an entrepreneur, work tends to consume most of my time, so I intentionally set aside moments during the week for non-work activities. You can often find me in a hot yoga class, as it helps me maintain balance. I cherish spending time with my daughter—this current phase of her life is much more enjoyable than her adolescent years. Additionally, I support local arts and culture initiatives and provide guidance and mentorship to BIPOC businesses. And, of course, I love to travel! Exploring new places inspires me.
What impact does the Pacific Northwest have on your work?
Being born and raised in the Pacific Northwest, I have experienced its unique and sometimes passive-aggressive approach to racial equity throughout my life. The regional climate has shaped my perspective and fueled my passion for making an impact through communications. My core focus areas include advocating for transparency from public agencies to promote equitable policies and community investments, using multicultural storytelling to foster understanding, and ensuring that traditionally marginalized voices have a seat at the table.
As a business owner, I recognize that I am competing for talent with some of the largest companies in the country. While I may not be able to match the salaries offered by Microsoft or Amazon, I can create an internal culture that is purposeful, collaborative, and flexible. The Vida Agency has the ability to be nimble and adapt our policies based on feedback from employees. We listen and evolve.
How would you characterize the Pacific Northwest marketing/creative community? In your mind, what makes it unique?
The Pacific Northwest marketing/creative community is often underestimated in the national landscape. However, we have a progressive point of view that positions us as leaders in inclusive creative processes and marketing approaches. The connectivity within the community is a great asset for The Vida Agency, as we collaborate with a diverse range of multicultural marketing, communications, and creative professionals who are integral to our work and growth.
