TitleWhat If 3
Agency
Campaign What If
Advertiser Morgan Stanley
Brand Morgan Stanley

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Business SectorSubscribers Only
LanguageEnglish
Type Print
Photographer N...v K...er Ph......phy Subscribers Only
Creative Director A..n S...al Subscribers Only
Art Director
Copywriter N..l Wi....ms Subscribers Only

About The Martin Agency

We believe that in every category, for every company, at any given time, there are opportunities for dramatic growth. We also believe that these opportunities lie not in completely overhauling the brand, but by building on assets that already exist. Too often, in pursuit of new growth, marketers reposition their brand from “A” to “B.” But by telling a customer who values you for A that you’re not A anymore, you’re putting that customer at risk. This approach bets that the incremental revenue gained by the new positioning will more than make up for the lost revenue it causes. And that’s a bet no brand should have to make.

We believe there is a better way. The equities that make you great at A also make you great at B. The real opportunity is to reinterpret your existing equity so you attract new customers while deepening the commitment of existing customers, boosting sales and brand relevance simultaneously. 

Latest News

Land O'Lakes is Adweek's Ad of the Day

Ad of the Day: Butter and Cheese Are a Force for Good in Heart-Melting Land O'Lakes Ads

The Martin Agency's first work for the brand

By Gabriel Beltrone | May 16, 2016

American cheese isn't just about getting your own. It's about helping someone else get theirs, too. That, at least, is the upshot of a sentimental new ad from iconic dairy company Land O'Lakes, created by The Martin Agency.

A young man waits at a deli counter for his ticket to be called. A nursery-rhyme voiceover waxes philosophical about the passage of time, and the passing along of rituals. The young hero reminisces about how he's buying groceries just the way his mom used to do.

When his number finally comes up, he makes a modern gesture of consumer chivalry.

Featuring the tagline "Add a little good," the commercial is part of a broader campaign—Martin's first for the brand—that includes print and digital work, along with two other 30-second TV spots focusing on the marketer's most famous product: butter.

Continue to Adweek.

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