TitleWhat If 6
Campaign What If
Advertiser Morgan Stanley
Brand Morgan Stanley

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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

Martin Welcomes Newest GCD, Jerry Hoak

Jerry Hoak of Droga5 Joins The Martin Agency as SVP/Group Creative Director

AgencySpy | Erik Oster | August 24, 2016

The Martin Agency hired Jerry Hoakas senior vice president and group creative director, working across multiple accounts and on new business. He started the new job last week.

This news marks a homecoming of sorts for the 2005 VCU Brandcenter graduate, who comes to the IPG agency from Droga5. He originally joined Droga5 as an art director back in July of 2011 and went on to collaborate with copywriter Ray Del Savio on Prudential and other accounts. The two discussed the client’s “Day One” campaign in a 2014 Creative Interviews Q&A, with Hoak calling the work “unscripted, completely genuine, and as far from an ad as anything I’ve ever worked on.”

“From IBM to Prudential to Android, Jerry’s portfolio really demonstrates how brands need to behave today,” The Martin Agency CCO Joe Alexander said in a statement. “The Prudential ‘Day One’ campaign is personally one of my favorites. Maybe because I’m really getting a lot of gray hair — well — what’s left of my hair.”

Hoak, who was promoted to associate creative director, CD and GCD during his five-year stint at Droga5, has also spent time as an art director at Ogilvy & Mather New York and TAXI New York.

Continue to AgencySpy.

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