AndHumanity sees the future of lean marketing teams with Tenet

AndHumanity is an inclusive marketing communications agency based in Canada, working with notable brands like Arc’teryx, Danone, Henkel, Telefilm, ASML, and more. For years, the firm ran its own marketing the way most growing agencies do — squeezed between client delivery and whatever bandwidth remained at the end of the week.  When Co-Founder Matthew Tsang evaluated Tenet, he saw a path to rebuilding AndHumanity's inbound engine without adding the headcount a traditional buildout would require.

After trying Tenet, Matt identified it as a platform that could give AndHumanity:

• A consolidated marketing system to replace a patchwork of disconnected platforms 

• SEO and AEO analysis made intuitive and accessible to a non-specialist operator 

• A strategy-first content engine to replace the agency's maintenance-mode publishing cadence

• A single operator model capable of running what used to require a department

  
  

The challenge: Internal marketing always lost to client work

AndHumanity's marketing has always carried two jobs at once. The agency has to generate demand for its services, and it has to convince the market that inclusive marketing is worth investing in at all. Most agencies only face the first job. Doing both means every top-of-funnel asset has to do double duty: selling the firm and educating the category.

Matt had a backlog of work he knew the agency needed — a website overhaul, a sharper content strategy, a functioning inbound engine — and no runway to get to any of it. 

Between active projects, thin internal bandwidth, and uneven capacity across writing and design, AndHumanity's own marketing ran in survival mode: 

• One or two social posts a week 

• One newsletter a month

• A blog article every month or so

While that was enough to stay visible, it wasn’t enough to generate MQLs.

The fix was obvious and out of reach at the same time. Building a proper marketing motion meant assembling the kind of team most growing agencies cannot justify carving out from client-facing work — a content strategist to shape the editorial direction, an SEO specialist to build the search foundation, and an operator to keep it all running in rhythm. A single junior hire could not fill those roles in any meaningful combination, and splitting senior attention across internal and client work was already how the agency ended up in survival mode. The path to an inbound engine was blocked by the same capacity problem the engine was supposed to solve.

"We've been wanting to update our website, revise our content strategy, do a lot of things with our content. But we haven't, because we're so busy doing client work. Capacity is probably the biggest issue."

Matthew Tsang — Co-Founder, AndHumanity

The solution: Consolidate what should be consolidated

Matt evaluated Tenet the way any seasoned operator evaluates new software — skeptical, time-constrained, and careful about where to invest attention in a crowded AI landscape. What won him over was a specific argument the platform made clearly from the first session. Marketing is not a set of separate workflows that happen to use AI. It is one connected motion, and it belongs inside a platform built to run it as one.

The consolidation changed the build-or-buy equation. Before Tenet, a normal marketing motion at AndHumanity would have required ChatGPT for drafts, Perplexity for research, a separate SEO platform, a content calendar in Notion, and assets across Google docs. Each piece works on its own, and holding them together falls to whoever has the capacity that week, which is usually no one.

Tenet replaces that stack by running those workflows as a single motion, backed by a holistic strategy. Every output — a blog post, a campaign brief, an SEO analysis, a positioning doc — inherits the same ICP, brand voice, and strategic frame. 

"It's kind of like an outsourced marketing department, where you just need one operator to do everything. And create loads of content that is aligned with the strategy. It's not just doing stuff. It's doing things aligned with the strategy."

– Matthew Tsang — Co-Founder, AndHumanity

The result: A marketing engine one operator can run

The clearest measure of what Tenet unlocks is what a lean team can now build without hiring for it. A single operator using the platform can run the marketing function of a company three times their size, producing strategy, content, SEO, and positioning in alignment rather than in sequence. Matt's word for it was unfair, and he meant it as a compliment.

"It feels like a full, well-oiled machine."

– Matthew Tsang — Co-Founder, AndHumanity

At his previous agency, My Loudspeaker Marketing (MLS), Matthew sold marketing services to exactly the teams Tenet is built for: one-person marketing departments, small nonprofits, founders who know marketing matters but lack the capacity to build a function around it. His pitch has always rested on a simple economic argument: for the cost of a junior hire, a client gets a full agency team. Tenet changes the math underneath that pitch, because the platform now delivers the strategic range of a department to operators working alone.

“I used to talk to so many one-person marketing teams, or people where their capacity is super limited but they’re expected to build strategy and execute everything. I believe for those kinds of teams—small nonprofits, small businesses—Tenet is a game changer.”

– Matthew Tsang — Co-Founder, AndHumanity

The accessibility is what makes that shift powerful. Matt doesn't consider himself an SEO or AEO expert, and Tenet did not need him to become one. The platform presented its recommendations and outputs in a format he could act on directly, which is rare in a category that usually assumes the user already speaks the language of citations, rankings, backlinks, and domain authority.

What AndHumanity took away

Matt's takeaway from trying Tenet was straightforward: the platform does the setup work that lean teams usually can't afford to do themselves. Research, strategy, the first pass at content — the pieces that normally take weeks to assemble were already in place. What he'd have left to do is the judgment work, on top of a foundation that was already built. That savings is what stood out to him.

For a lean team, that shift — from building the foundation to building on top of it —creates a powerful marketing engine.

"Once it's up and running, it'll be amazing. It'll save us so much time."

– Matthew Tsang — Co-Founder, AndHumanity