Last week, we introduced RedTag’s new core values. Four principles that define how we show up, work together, and deliver bold, purpose-driven results:

• Discover Boldly - We stay curious, think creatively, and dare to explore.
• Own It - We take responsibility, follow through, and learn from every outcome.
• Lead with Purpose - We seek the why, act with intent, and create meaningful impact.
• Win as One - We stay humble, move with empathy, and share our fate.

To bring these to life, we recognized four team members who already embody these values in everything they do. Each received a $500 Core Value Award—and more importantly, they set the bar for what it looks like when we live our values out loud.

Discover Boldly – Tristan

When Tristan started at RedTag, she was a copywriter. Like many creatives, she felt uncertain about what the rise of AI would mean for her role. Instead of panicking or resisting, she leaned in. She got curious. She explored. She experimented. And in doing so, she turned a potential threat into a massive opportunity.

By embracing AI and learning how to harness it, Tristan didn’t just adapt. She scaled. She built tools, systems, and workflows that elevated the entire creative process. And along the way, she created an entirely new department within RedTag. Her journey from copywriter to innovator is a masterclass in what it means to Discover Boldly.

Own It – Bill Henderson

I can count on Bill to solve big problems. Whether it’s reporting that’s not tracking correctly or ad creative that’s underperforming, if something’s off, Bill doesn’t sleep until it’s fixed. He’s not the kind of person who waits for someone else to catch it or tell him what to do. He spots the issue, digs in, and gets it done.

Bill is dependable in the moments that matter most. Nights, weekends, crunch time, he’s there. No excuses. No complaints. Just steady action and accountability. That kind of ownership is rare, and it makes a huge impact on everything we do. Bill doesn’t just contribute. He takes full responsibility for outcomes, and that’s exactly what it means to Own It.

Lead with Purpose – Kam

Kam doesn’t just execute. He leads with intention. With LMPD, he has always stayed focused on the client’s objective: recruitment. He asks the tough, sometimes uncomfortable questions to get to the root of the campaign. He wants to understand what success actually looks like, not just what was written in the brief.

With Bourbon Barrel Foods, he came directly to me because he was concerned about the account. He wasn’t assigned to do that. He did it because he cares. He sees where things are headed and wants to get out in front of it. With Castle & Key, he recognized early that the strategy needed to shift from bottom-of-funnel tactics to bigger brand storytelling.

Kam understands the why behind what we’re doing. And when you understand the why, you lead smarter, push harder, and make a more meaningful

Win as One – Brad

Brad puts himself in our clients’ shoes. He puts himself in his team’s shoes. He doesn’t operate in a silo or focus only on his role. He steps back, looks at the bigger picture, and asks, “What do they need from me right now?”

At the Paul Davis brainstorm, before we ever named our core values, Brad said it out loud: “We win together or lose together, but we do it together.” That mindset shows up in everything he does. He’s always available. He’s the first to take responsibility when something goes wrong, even if it’s outside his direct role. He doesn’t deflect. He owns it, supports his team, and stays focused on the outcome.

Brad leads with humility and empathy. He shares the wins and carries the weight when it’s tough. That’s what it means to Win as One.