Press Releases - The Martin Agency - The Martin Agency Press Releases at en-us Copyright 2018 Land O'Lakes Is Donating Meals to People in Need for Every Food Photo You Delete From Instagram New campaign from The Martin Agency | Adweek | By Katie Richards 

Instagram feeds are littered with food-porn photos of burgers, ice cream concoctions, pizzas and more, but Land O'Lakes wonders if the thousands of users who share food photos every day ever stop to think about the thousands more who go hungry each day.

With help from The Martin Agency, Land O'Lakes created the "Delete to Feed" campaign, aiming to help Feeding America erase hunger, one Instagram photo at a time. Participating is really simple. Any Instagram-loving foodie can do it. All you have to do is delete one food photo from your Instagram account and Land O'Lakes will donate 11 meals to those in need. 

"This small act has a big payoff, since each deleted photo provides 11 meals to those in need. Hopefully, this helps raise awareness of the food insecurity problem within the United States," Andy Azula, SVP, executive creative director at The Martin Agency, said.

Users can simply visit the Delete to Feed website and hook up their Instagram account so the campaign can keep track of how many photos have been deleted. Once the account is linked users simply select the food photo they wish to get rid of and delete it.
The campaign is slated to conclude in mid-October or when the brand reaches its target goal of 2.75 million meals donated, which is equal to about a $250,000 donation. 

Continue to Adweek


2016-09-21 00:00:00
A Stunt-Riding Biker Trashes a Workplace in Timberland Pro Spot Dramatic Events, or Just Sore Feet | | By Alexandra Jardine.

Published on Sep 20, 2016 

Editor's Pick

In the latest spots for Timberland's Pro workwear boots, workplaces get trashed by dramatic events -- according to the fatigued employees.

In one spot from the new campaign, created by The Martin Agency, a flashy, purple lyrca-clad stunt biker named "Fernando" enters a workplace and rides around showing off, creating swirly lines all over the floor. Or as least, that's what the tired worker tells his disbelieving boss. "Stop the excuses. When you're feet hurt, your work suffers," says the voiceover.
Another spot depicts a scenario where a highway construction team is invaded by what looks like an FBI swat team, complete with screeching trucks and dramatic music. "Yeah, and then they just left," says the worker lamely as his overseer surveys the mess left behind.

Benji Weinstein at Tool directed the spots, which promote Timberland PRO work boots and shoes with Anti-Fatigue Technology.


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2016-09-20 00:00:00
Timberland Really Wants You to Stop Lying About Seeing This Weird Motorcycle Guy at Work Start taking responsibility already |AdWeek | By David Gianatasio 


Timberland wants to give liars the boot—a comfy boot, that is, and shoes too, with anti-fatigue technology, so folks won't have to invent ridiculous excuses when their tired, aching feet make them goof up in the workplace.

Come on, some mustachioed motorcycle dude named Fernando—rocking a shiny, skin-tight purple jumpsuit and his own trumpety-hot theme song, no less—didn't really cause a boo-boo at the warehouse, now did he? 

Yeehaw! Hump that cycle seat!

"We felt there was more room for unexpected comedy around the excuses people make rather than just trying to make funny films about making mistakes," Trent Patterson, creative director at The Martin Agency, which made the campaign, tells AdFreak.
"This route allows us to highlight a lot of different types of workplaces and workers, and then have those workers tell almost any story," he says. "So, the campaign can go in a ton of directions."
Such as dispatching Ray-Banned bros in black to the scene when some strange, perhaps extraterrestrial whatsit has fallen from the sky—plop!—right into freshly laid concrete: 
You know, Mulder and Scully would look dope in Timberlands. (Well, in anything, really.)

"We liked the idea of the spots feeling very different from each other," says Patterson, "so 'Crash' gave us a chance to make an action sequence to juxtapose against the swooning in 'Fernando.' "
Amusing stuff, and certainly on brand—but perhaps a stretch, like leather pinching at the heel when you jam your beefy hoof into Timberlands two sizes too small. And if the gags get overly complex, could people miss the point? After all, the whole "unreliable narrator" hook is a tad tricky.
"We wrote some stories that were more elaborate, with more twists and turns that seemed funny, but would probably have been a lot harder to follow," Patterson says. "Ultimately, we settled on stories that, while outlandish, were pretty straightforward."
That's also why each ad closes "with a very clear payoff line—'Stop the excuses'—labeling what came before as a fib," he says.
Bottom line: Wear Timberlands ... and be a better worker-drone for the Man! 


Continue to AdWeek

2016-09-20 00:00:00
Chevy Encourages Positive Outlook Via 'Fueling Possibilities' by Tanya Gazdik | MediaPost | September 15, 2016

Chevrolet is launching a global marketing campaign that encourages consumers to have a positive outlook on life.

“Fueling Possibilities” includes a tool using the IBM Watson platform that helps guide users toward activities for their next adventure. Commonwealth//McCann and The Martin Agency helped develop the concept in conjunction with Chevrolet.

The Chevrolet Global Positivity System is a mobile and desktop Web site that evaluates users’ social media presence to gauge their positive impact.The Chevy Global Positivity System is available at in eight languages: English, Spanish, Arabic, Korean, Portuguese and French Canadian.

“We will continue to support the program throughout the year in other markets around the world,” said Karen Toor, global content marketing manager for Chevrolet. “A big component to the campaign includes the installation of fuel stations that utilize the Fueling Possibilities application.”

Using the platform, special fuel stations were created by Chevy in Calgary, Cape Town, New Orleans, and Buenos Aires that accepted positive social mentions as currency for fuel. In a few instances, the automaker met some of the fuel station patrons and turned their Watson-recommended experiences into a once-in-a-lifetime adventures.

The global integrated campaign includes paid digital, owned and earned media. Through paid digital media, Chevy is using targeted Facebook custom videos based on edited content from the campaign. The brand is running a promoted trend on Twitter across multiple global markets.

Chevrolet sought to create a tool that could provide the most accurate snapshot of a user’s social sentiment. In working with IBM to incorporate Watson’s functionality -- a first for the automaker -- Chevy found what it calls the perfect solution to meet its goals.

Using IBM’s Watson Personality Insights and AlchemyLanguage APIs, Chevy’s Global Positivity System is able to build a detailed personality snapshot for users that is based on multiple criteria, including a social media analysis to evaluate sentiment and a personality characteristic evaluation to help guide users toward activities for their next adventure.

The output also includes a score based on Watson Sentiment Analysis capability, which provides an interpretation of the positivity of users’ Facebook and Twitter posts. Users can then share their score with each other via social media and compare it to the average of the Global Positivity System community. The platform will also identify each person’s most positive and least positive posts, as well as their most frequently used positive words and Emojis.

In addition to a positivity score and sentiment analysis, the snapshot highlights users’ top three personality traits identified by Watson Personality Insights, such as excitement and self-expression. The site then encourages users to Find New Roads that may appeal to their traits, such as touring a museum or taking on a new hobby.

“We believe that the journey of finding new roads starts with a little positivity, so we wanted to go out into the world and prove it,” Toor says. “Setting up real pumps in existing gas stations allowed us to not only measure and reward online positivity, but to capture where the fuel they earned would take them.” 

Continue to MediaPost

2016-09-15 00:00:00
Ice T Talks Lemonade for Geico, and the TV Spot Isn't Even the Best Part Rapper punts 'the milk of the lemons' | AdWeek | By Angela Natividad

September 12, 2016

Geico has tapped Ice T as the latest cameo in its ongoing "It's Not Surprising" campaign. And while that may be a surprising follow-up to guys like Marco Polo, he breathes comical new life into the ongoing shtick.

The rapper takes a break from his packed film and TV career to appear as The Martin Agency's latest punch line. The first ad has a pretty basic setup: Neighborhood regulars, passing by a lemonade stand, lean toward the kids and conspiratorially ask, "Is that iced tea?" "Nope, it's lemonade," they reply, with growing frustration.
You're smart; you can see where this is going.

The second piece of content, "The Art of the Squeeze," makes way better use of the man who brought us "I'm Your Pusher," all while mocking a tome of a similar name that's probably way less useful. Watch as Ice T uses lemonade to explain his nuanced and diverse negotiating arts, in steps as simple as making the drink itself.

"It's said when life gives you lemons, you make lemonade. Then what do you do—drink it? Please. I say, you take that lemonade and you sell it to a thirsty fool at top dollar," he says. "Now pay attention and imma show you how to negotiate like a G, or like me, Ice T. This is priceless."

In Step 1, "Establish Dominance," he explains why it's key to keep eye contact, a trick that works even better with sunglasses. "This forces the customer to stare at themselves, and who's not gonna buy lemonade from themselves? It also helps you look cool—unless you're me, in which case, I always look cool." Ice T conveys a big-brother quality, and the time we spend with him is a solid payoff after the first ad, which feels like a tease in comparison. (Also, it's clear that lots of agencies have taken his advice on haggling.)

The content comes with its own subsite and hashtag, #lemonadenoticet, which Ice T himself is gleefully punting on the socnets:Follow

ICE TVerified account

Let me know what you think. @GEICO has me out here selling #LemonadeNotIceT! Come and get some, it's delicious! 

That tweet isn't much, but coupled with all this tangy goodness, it's still more satisfying than the sponsored social missives from people who actually seem to be making a living that way. And if you want more, there's behind-the-scenes content, too, which manages to be just as shades-wearingly cool as the ads themselves.
We leave you with Ice T's recap of the purpose of a director: "I always tell people acting's pretty easy because you have a guy called a director, and his job is to tell you what to fucking do, so you just do what he tells you to do." 

Continue to AdWeek

2016-09-12 00:00:00
Ice-T an Lemonade Star in Geico's Latest Spot By Catherine Gin | AdAege | Published on September 09, 2016. 

Every weekday, we bring you the Ad Age/iSpot Hot Spots, new and trending TV commercials tracked by, a company that catalogs, tags and measures activity around TV ads in real time. The New Releases here ran on TV for the first time yesterday. The Most Engaging ads are showing sustained social heat, ranked by SpotShare scores reflecting the percent of digital activity associated with each one over the past week. See the methodology here.

Among the new releases, limited edition cans honoring each of the 32 NFL teams, and the fans who drink them, are celebrated in Bud Light's campaign; Russell Wilson, Von Miller and Antonio Brown are instructed to connect with the Xbox Live community; and James Harden and Von Miller (again) lead a call to arms to sports people to unleash their creativity in a dynamic Adidas ad.

Nicki Minaj catches her man spending time with Snapchat -- an actual animated version of the app -- in T-Mobile's spot.

Finally, actor Ice-T causes confusion at a lemonade stand in Geico's latest. 


Continue to AdAge

2016-09-09 00:00:00
Tic Tac Little Adventures on Adweek Tic Tacs Are Little Adrenaline Junkies in The Martin Agency's Charming Ads

Big excitement for the mini mints

By Gabriel Beltrone | Adweek | August 29, 2016

They're tiny hard candies that may be small enough to fit between your thumb and forefinger, but they're still packed with adventure, says a fun new campaign from The Martin Agency.

Anthropomorphic Tic Tacs experience Hollywood-level excitement in four 30-second web spots, featuring miniature worlds wherein mints wear human garb and enjoy human experiences, like cage diving with sharks, riding barrels over the top of waterfalls, jumping classic sports cars over the Grand Canyon and piloting rocket ships to Mars.

Part of the brand's clever "Go Little" positioning (almost like a modern-day version of "Think Small"), the clips are completely ridiculous, and thoroughly enjoyable—stupid and carefree, yet somehow on message.

The writing is clear and simple, with appropriately minor bits of suspense built into each spot. (Will the diminutive green daredevil stick the landing, or explode against the cliff face?) The visuals don't disappoint, either, with charming detail on all the bite-sized models and inviting backdrops. (The spots were directed by Jeff Boddy of Martin's production partner Hue&Cry.)

And that's not to mention the cheesy, retro-TV-style intros. "In a big world … dare to be little," barks the voiceover. Meanwhile, even the campaign's name, "Little Adventures," is aptly on-the-nose. (Stories filmed in miniature are often adorable when done well. See also: McCann New York's amusing work for French Toast Crunch.)

Overall, the point is clear, without having to say it in so many words: Tic Tacs, the heroes in these stories, are, perhaps counterintuitively, packed with flavor. The real question, then, becomes: If eating one is tantamount to space travel, what happens when you pour a dozen into your mouth?

Continue to Adweek.

2016-08-29 00:00:00
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.

2016-08-24 16:22:53
The Big Impact of Small Advertising is an industry of “big.” We’re always on the lookout out for big ideas with big impact. After all, our goal is to get the most attention for our brands. And we have the same mindset when it comes to our causes. We want to do huge campaigns to support marriage equality, wage equity and animal rights. Or whatever cause is in our hearts. Because those kinds of spots have a big message to carry. They reach a big audience. And they can affect change in a big way.

Big is important. We need it. We need even more of it. But there is a lot to be said for small, too.

Small like an Instagram post for a 30% off sale at Old Navy featuring an interracial couple. Which you probably only heard about because it caused a big controversy this May among people who still haven’t come to terms with the 1967 Supreme Court decision or the concepts of love and equality.

And I say that it is a small thing not because it’s unimportant. Rather, it’s small because it wasn’t meant to be a statement. It’s not part of a bigger campaign for equality. There’s no angle, no agenda. It was simply a casting decision. They didn’t cast an interracial family. They cast a family.

We need more of that. More “small” things like a Target catalog with a child in a wheelchair. Or a Swiffer commercial with an amputee. Or a Lowe’s commercial where a little girl is interested in tools and woodworking.

Big says, “This is a problem that needs to be fixed! It’s a cause you need to notice!” But small says, “This is normal. This is what life looks like.” And that difference is exactly why it’s so important to do the small things along with the big. To cast a woman as the boss. To show same-sex parents. To include other religious and cultural celebrations in our holiday commercials. To let little boys be ballerinas and little girls be action heroes. It’s time to stop seeing diversity as a box we have to check, but as a reflection of real life. It’s time to push our clients to start making choices out of conviction instead of fear.

So let’s keep doing the big things. But start doing the small things as well. You’ll be surprised what a big impact those small statements can actually make.

2016-08-18 12:16:00
Forbes Applauds World's Biggest A--hole Donate Life Boldly Launches Powerful Film About 'The World's Biggest A--hole'

Forbes | August 5, 2016 | Will Burns, Contributor

I have a treat for you. It’s a new film from Donate Life America with the mission of convincing Millennials to become organ donors. Not a small challenge, but one met with a controversial, compelling, creative and strategically brilliant film. And a film that took real guts to approve.

Give it a watch and I’ll break it down.

A strategy of contrast.

What I love most about this film is the strategy. By exaggerating how bad a person can be in life, yet still be considered a hero by donating organs, Donate Life dramatically magnifies the appeal of organ donation.

It’s this contrast between Coleman Sweeney’s “asshole-ness” and his supremely kind act of donating his organs that makes the film so compelling and watchable.

Further, this same contrast makes the viewer more open to the well-trodden altruistic message of donating organs. To think that this “asshole’s” liver is now allowing that nice father, Stan, to be around for his wife and kids. To think that this “asshole’s” heart is now allowing that teacher, Miranda, to teach for 25 more years. To think that this “asshole’s” tendons went to a wounded warrior, Sgt. Donahue, allowing him to walk again.

To think.

I suspect it would have been tempting for the client to start the argument with the altruistic message. That donating your organs can breathe new life into people. Even use examples like the ones above. But it just wouldn’t have been as compelling as having viewers ponder this “asshole” now living inside all these good people, allowing them to continue to live.

Even an “asshole” can be saved.

There is a subtext to this film that I believe makes it even more powerful. That is, no matter how bad you are in life, you can still be saved. Donate Life positions organ donation as at least a form of character-salvation, if not spiritual.

And let’s admit it. There’s a little Coleman Sweeney in all of us, right?

Consider Millennials. They’re out of school, they’re finally free, they’re having fun, sometimes too much fun, relationships, regrets, craziness, learning, cheating, growing, everything.

We’ve all been there.

Of course, no one (including Millennials) has ever been quite the “asshole” that Coleman Sweeney was, but we can still relate. We have all made mistakes, sinned, or done thoughtless and stupid things we regret.

And it’s in that emotional empathy that this film swirls.

If “the world’s biggest asshole” can be redeemed by donating his organs, then just imagine my redemption, being only some small percent of the ”asshole” Coleman Sweeney was.

The film’s final super says, “Even an asshole can save a life.” But to me the subtext is, “Even an asshole can be saved (if he donates his organs).”

A much bigger and more motivating message. But there’s one more question.

Would you have approved this film?

To me, the real lesson here for CMOs is this: if the creative idea is on strategy, then by god approve it no matter how uncomfortable it makes you feel.

This film says “asshole” five times. Six if you count the super at the end. The name of the spot is “The World’s Biggest Asshole.” We’ve got a main character who steals candy from kids, throws coins at strippers, beeps at old ladies crossing the street, and countless other offenses.

Plenty of reasons to kill this puppy (literally). And I wouldn’t be surprised to learn that Donate Life is getting piles of complaints from offended folks with too much time on their hands, donors, maybe even board members.

But this client believed in the strategy and wisely saw it through. Yes, I’m sure there were discussions about how important it is to be edgy with Millennials. But that’s not the only reason this particular film is this kind of “asshole edgy.” It’s edgy because the film needed massive contrast (from “asshole” to “hero”) to magnify the message of organ donation for Millennials.

Took courage.

Fortified likely by this client’s belief that this film, with this strategy, would motivate people to save lives through organ donation.

Hats off.

Will Burns is CEO of Ideasicle - see our new divisionIdeasicle: She for marketing to women. Will is also the owner of Tini Grails, an online martini store. Follow him @Twitter @WillOBurns.

Continue to Forbes.

2016-08-07 11:40:57
"The World's Biggest A**hole" Adweek Features New Donate Life Campaign The 'World's Biggest Asshole' Teaches You About Organ Donation in This New Campaign

The Martin Agency's new inspirational work for Donate Life

By Katie Richards

What comes to mind when you picture the world's biggest asshole?

Maybe it's a guy peeing into a beer bottle while driving, throwing said urine-filled bottle out the window, grinning as it crashes and splashes on a car behind him. Or maybe he's the creepy guy with a bumper sticker that reads "Caution! I can go from 0 to horny in 2.2 beers" tacked to the back of his pick up truck.

According to a new campaign for Donate Life from The Martin Agency that person, that enormous asshole, is Coleman F. Sweeney. In life, Mr. Sweeney, played by actor Thomas Jane, exhibits all of the worst characteristics of a person. After he dies, one action amidst a lifetime of being a jerk turns him into a hero. But how?

Click here to read full story on Adweek.

2016-08-04 16:44:10
NEW GEICO Campaign Featured on Ad Age There's Nothing 'Surprising' About Geico's New Campaign

Insurer Taps Marco Polo, Real Customers in New Martin Agency-Created Spots

By Adrianne Pasquarelli.

Geico has tapped a big name for a spot in its newest campaign—Marco Polo, the Middle Ages explorer famous for traveling Asia. In a humorous ad that stays true to the insurer's quirky humor, an actor appears as Mr. Polo in an outdoor swimming pool as children play the popular Marco Polo discovery game. Mr. Polo continues to say "Si, scusi," as he believes the kids are looking for him. A voice-over says, "Playing Marco Polo with Marco Polo? Surprising. What's not surprising? How much money Amanda and Keith saved by switching to Geico," as the camera shows real-life Geico customers holding a sign asserting $645 in savings. Meanwhile, a llama noses around the pool.

Link to full article.

2016-07-25 12:31:42
MediaPost Features Latest GEICO Campaigns NEW! Geico Launches Pirate, Beachy Campaigns

By Amy Corr

Geico launched a pair of TV under different brand taglines. The first ad falls under the "It's What You Do" message and stars a pirate about to make an enemy walk the plank. Whatever the pirate says, his faithful parrot mimics. The parrot then went off-script, reciting things his master has said before, about hiding gold from his unintelligent crew. The crew soon turns on the pirate and some lucky soul avoided the plank walk. The next ad falls under "More, More, More" and features two dads building sandcastles with their kids. One dad switched to Geico to receive more benefits and his sandcastle becomes a work of art. The other dad must have regular insurance because his sandcastles look like mine, humps of sand from an overturned bucket. The Martin Agency created the campaign.

Link to full article.

2016-07-14 15:10:00
New Discover Work Featured on AgencySpy The Martin Agency Goes Canine for Discover

by Erik Oster

The Martin Agency launched a new “Good Boy” spot for Discover that doubles as a demonstration of why you shouldn’t talk on the phone with a credit card representative while playing with your dog.

The spot, which will run in both 30 and 15-second iterations, promotes the brand’s new Discover Credit Scorecard, which allows Discover customers and non-customers alike to access their FICO Credit Scores free of charge. “I’m not a Discover customer but I’m calling about that credit scorecard,” a man tells a Discover representative while trying to pry a tennis ball from his dog’s mouth. “Give it to me, give it,” he tells the dog, but the representative assumes he’s talking to him. “Oh sure,” he says, “we give it to everyone.”

Link to full article.

2016-07-13 15:06:00
Calling All Manbassadors Better Gender Diversity Requires More Male Sponsors

Beth Rilee-Kelley | July 8, 2016 | Advertising Age

I first heard the term "manbassador" at the 3% Conference a few years back.

And it resonated with me.

Manbassadors are men who are particularly tuned in to the roadblocks women face in business and do all they can to mentor, encourage and promote women in the workplace. In essence, they're sponsors.

There's a very important conversation going on right now about gender diversity and respect (or sometimes lack thereof) of women by men in our industry. But in the midst of this discussion, I want to acknowledge the men who elegantly served as manbassadors long before the term was coined and who played instrumental roles in the careers of women like me. And perhaps more importantly, I'd like to ask more men to step up and carry the manbassador torch for the aspiring female leaders of tomorrow.

Several weeks ago, I was named president of The Martin Agency. I've worked at this great company for 33 years and it's a wonderful honor to be named president. And yes, it's even more wonderful to be the first femalepresident.

So, a moment like that naturally spurs a great deal of personal reflection. As I thought about what I might want to say to our staff following the announcement of my new role, I reflected on the most influential people in my career.

That's when it struck me. They were all men. And of course they were, because early in my career there simply weren't very many women in leadership positions in our industry.

Here are three lessons I learned from my "manbassadors:"

1. Have a presence. From the way you prepare for meetings to how you carry yourself, engage with a room full of people and speak your mind, work to have a presence in every interaction with co-workers and clients. This is one of the fastest ways to go from being bystander to participant to leader. Have an opinion and let your voice be heard.

2. Master and move on. I learned early on the importance of mastering the job or assignment at hand, training someone else to take over and then moving on to another assignment that needed me more. This advice -- go where you're needed and never get bored -- is always in the back of my mind, and explains my winding career path through account management, to creative services and human resources, to chief operating officer and now president.

3. Be confident. Sounds simple, right? We all know it's really not that easy. But a funny thing happens when you over-prepare for every meeting, presentation or one-on-one encounter. Your confidence goes up. And your confidence inspires others to be confident. (See how this pays it all forward?) And while some may believe rehearsals are so old school, think again. When you know your material like the back of your hand and you've practiced transitions and answering tough questions with your team (and in front of the mirror) you can bring swagger to a potentially nerve-wracking meeting.

These three pieces of advice were critically important to me and they were not simply shared with me. I watched the best of the best, in action. And they're good reminders for us all, no matter your gender, job title or industry.

I hope that I have, or will make, as much of a difference in someone else's career as my manbassadors made in mine. So years from now, what will young men and women remember as my rallying cry? Only time will tell for sure, but I hope it would include these two things:

1. Be a mentor. Better yet, be someone's ambassador. At almost any level in your company you can lead by example, be an encouraging role model and help accelerate career growth for someone else. Mentoring doesn't need to be a formal, regularly-scheduled process. It can be casual conversations, phone calls or even text exchanges. Whatever works. And by the way, I can't imagine not mentoring. I find it a rewarding experience watching others grow. I think of it as a daily way to live my work life.

2. Seek out an ambassador. When you find that person with the experience and talent you admire, reach out to him or her, ask for advice and get a conversation started. Think of it as an important step in managing your career. Most leaders I know enjoy this part of their jobs. In fact, it's a highlight.

Sometimes the issues in our industry seem so big and complex that it's hard to know how any of us, as individuals, can contribute to the solution. But take the manbassadors in my career as an example; their positive influence wasn't the direct result of any one thing at any one point, but instead was the sum of little things done consistently over time.

If you want to make a difference in a future leader's career, you might start with something as simple as having a cup of coffee.


Continue to Advertising Age.

2016-07-11 13:32:00
James Robinson on What It Takes to Be a Great Creative Minda Smiley | 07 July 2016

The Drum recently caught up with James Robinson, executive creative director at The Martin Agency in New York, to find out what he thinks it takes to be a great creative. Robinson joined the agency last summer as its first New York executive creative director after stints at TwoFifteenMcCann and Venables Bell & Partners.

For Robinson, a great creative is somebody who “knows the rules of advertising but really is in the game to sort of break them.”

“It does mean that you have to know your audience very well,” he said. “You have to know the environment and the media that you’re in, but you have to know how to play with that media, how to upend it, how to change it.”

He also said great creatives have the ability to “stay in that uncomfortable place where you don’t have the answer” for as long as possible.

“I think what happens to most creatives is they find a solution that they think is a good solution and they eject really quickly,” he said. “I think a really great creative keeps rolling that idea around and finding new ways that it can express itself.”

Throughout his career, Robinson’s work has been recognized by Cannes, the One Show and the Webbys. A campaign he helped create for the Montana Meth Project was once cited by the White House as one of the most effective anti-drug campaigns in US history.

Continue to The Drum.

2016-07-07 16:56:57
The World's 24 Best Commercials of 2015-2016 See the Grand Prix and gold winners from Cannes' two Film contests

Tim Nudd | Adweek | June 28, 2016

The 2016 Cannes Lions festival has come and gone, but we'll be doing some roundups this week of the big winners and some interesting work from the festival that we hadn't seen before.

Film Lions Gold Winner: Geico "Forest"

Agency: The Martin Agency Richmond

Production Company: Furlined New York / Cut+Run New York / Mpc New York

Continue to Adweek to additional 23 pieces of work.

2016-06-28 15:51:08
Martin Brings Home 7 Cannes Lions The Martin Agency continued their winning streak at Cannes last week bringing home 1 Gold, 4 Silver and 2 Bronze Lions from the Cannes International Festival of Creativity held June 18-26.

Two GEICO campaigns scored the honors this year with “It’s What You Do” campaign winning two Silver Lions in Film, and the “Fast Forward” campaign earning a Gold and Silver in Film, a Silver in Cyber, a Bronze in Promo and Activation, and a Bronze in Direct.

Martin Chief Creative Officer, Joe Alexander, served as the President of the Film Jury.

President Beth Rilee-Kelley and Group Creative Director Wade Alger also participated in the ''Behind the Scenes with Cannes Lion Winners’ forum. The two presented insights from 2015’s Film Grand Prix winning campaign, “Unskippable” to the group of senior marketing leaders enrolled in the Cannes CMO Accelerator Program.

The Cannes Lions International Festival of Creativity recognizes the world’s best creative work in 24 disciplines within the industry.

2016-06-27 09:00:00
US' Most Creative Partnerships: GEICO & The Martin Agency For more than 20 years, Geico has been saying: "Fifteen minutes could save you 15% or more on car insurance." The message has become so well known that the insurance company turned its pitch into a punchline in its own ads.

It launched its "Did you know" ad series in 2013 after identifying a 93% recall of the "15%" positioning. The ads start with a person reciting the line, prompting a dismissive "Everyone knows that" response. This leads the first person to retort with a (usually invented) "fact" of their own.

"We’re the only ones who can question our own tagline," says Wade Alger, senior vice-president and group creative director at The Martin Agency, which won the account in 1994.

It’s a privileged position for a brand that has been able to saturate the market with a hefty media budget and a steadfast commitment to its formula for success: humour with an unwavering strategy and easily repeatable story structure.

"The media budget (some years, up to $1bn) gives the freedom, and need, to run several narratives at once"

"We describe our approach as ‘relentlessly consistent’," says Ted Ward, vice-president of marketing at Geico. More than two decades of the memorable ads have moved it from eighth to number two in its category.

"The 15/15 promise has been our anchor," says Steve Bassett, senior vice-president and group creative director at The Martin Agency. The media budget (some years, up to $1bn) gives the freedom, and need, to run several narratives at once.

The brand’s cast of characters has included an affable animated gecko (the solution to a 1999 actors’ strike), the "Hump Day" camel and even celebrities such as Little Richard and Joan Rivers, cast to comically translate real customers’ testimonials. "Geico advertising has always been a little self-aware," Bassett says.

The brand’s "Unskippable" take on pre-roll ads was one of the most-awarded campaigns of 2015. Geico’s message appears in the first five seconds, before the "skip ad" prompt, then characters freeze as the action continues around them. "You can’t skip this Geico ad because it’s already over," the voiceover says. The ad that won the Grand Prix in Film at Cannes "freezes" a family at dinner – except a dog, which jumps up and gobbles their food.

"It’s really understanding how people view advertising," Bassett says. "People aren’t waiting or dying to see the next Geico ad, but it’s become one of the most shareable brands."

The comedy is different in each ad series, but, Alger says, "It can’t be weird for weird’s sake."

"Geico has permission to seamlessly split into a new campaign as long as it’s anchored by 15/15 and the humour’s interesting," Bassett explains. "[It’s] not really changing direction, just taking the same information and re-presenting in a fresh way that is going to surprise and hopefully get you talking."

The strategy has worked well: Geico has been the fastest-growing insurance company in the US for more than ten years.

Ted Ward

Vice-president, marketing, Geico

The people [at] both The Martin Agency and here at Geico are in it for the long haul. I’ve been at Geico 32 years. I hired them [more than] 22 years ago. And over those years, most of the critical pieces and parts have stayed in place. The current head of the agency, Matt Williams, was our very first account executive. One of the key people on my side who works with the Martin folks has been with Geico 32 years. So, there’s consistency in both people and approach.

Wade Alger

Senior vice-president and group creative director, The Martin Agency

It really is a partnership. Everyone is valued and their opinions count. That’s what makes the work better. No one has a giant ego in the room, everyone can be very humbled and it really is like a giant round table where we’re all equals. Ted will, obviously, make the final decision, but when you walk into a room with that sort of mentality or that amount of confidence in your partner, it really helps the work get better.

Steve Bassett

Senior vice-president and group creative director, The Martin Agency

There’s not a revolving door as far as the CMO goes, which is great, and the people above him have been there since the beginning. I’ve been on shoots with clients where there’s a feeling of fear or "them versus us"; on a Geico shoot there is no fear. We’re all in it to make the best spot we can. A lot of the good edits and ideas come from the client. Everybody knows where the "North Star" is. A lot of that has to do with Ted. I can’t give the Geico team enough credit.

Continue to Campaign.

2016-06-22 17:57:00
Stoli #DrinkWhatYouWant on Adweek New Stoli Campaign Aims to Break the Stigma Against Men Who Enjoy Fruity Cocktails

The Martin Agency's ads tell guys to drink what they want

Katie Richards | Adweek | June 20, 2016

It's a tough life for macho men out there who want to enjoy a nice fruity cocktail on a Friday night, but don't want to be seen holding said pink beverage amongst friends. Stoli's latest campaign, a movement you might say, hopes to break millennial men from these chains and let them know it's OK to drink whatever the hell they want.

After speaking to bartenders across the country and conducting a survey, the vodka brand found that while young men enjoy flavored cocktails, they typically opt for a beer or whisky instead. According to the survey, which polled 1,475 men over the age of 21, 73 percent of millennial men enjoy flavored cocktails, but 63 percent will avoid ordering them in public out of fear that friends will make fun of them for it.

The "Drink What You Want" campaign, created by The Martin Agency, hopes to break the stigma against men who enjoy fruity beverages. It includes a larger anthem spot and three shorter videos, which focus on individual products, featuring three different cocktails made with different Stoli flavors.

Continue to Adweek.

2016-06-20 16:52:50
Cobblestone Award in Campaign We need an award for the people who pave the way to Cannes

What a statement it would be if we recognised the unsung heroes of our industry, says The Martin Agency's chief creative officer.


Here’s to the cobblestones.

The unsung heroes.

The ones who pave the way to great work and never get listed in the credits.

The teammates we sometimes step all over and take for granted.

The noisy ones who warn us when a truck is about to run us over.

The rocks of the agency.

About 10 years ago, the late Mike Hughes had an idea, probably as he was walking to lunch over the cobblestones that pave the streets around The Martin Agency headquarters in Richmond.

What if we created an award for the people who pave the way to award-winning work?

Not just the fighter pilots, but the crew on the ground.

The Cobblestone Award was born.

They’ve gone to the project manager who kept an FWA-worthy site and tablet version from going off the rails.

The art buyer who discovered an illustrator that brought an idea to another level.

The UX planner whose insight turned the light bulb on, resulting in a Grand Prix.

The developer who figured out a way to make the nav even more magical than before.

The producer who got an extra half-day of shooting for nothing.

The technologist who built a 3D printed prototype that convinced the CMO to green light a project.

The account person who took the nervous call from the client and somehow talked them off the ledge.

The controller who kept our revenue number looking good all year long.

The operations guy who built a prop for a new biz pitch the client still raves about.

The IT dude who took the panicked call from the CD in London and helped him download a huge file from the server just in time for a presentation.

Since 2006, we’ve given out just a few cobblestones every year and it’s become a coveted badge of honour to the winners and a symbol of our agency motto: Good and Tough. Good to each other, tough on the work.

Yes, a few creatives have won them, too.

But the Cobblestones are truly for the people who aren’t eligible for Pencils, Lions and Cubes. (We have enough of those award shows, don't we?)

Maybe it’s time we had an award show for the people who pave the road to Cannes. What a statement to the whole industry that would be.

Mike, I think you’re onto something – as usual, way ahead of all of us.


Joe Alexander is CCO of The Martin Agency in Richmond, London and New York and the President of the 2016 Cannes Film Jury.

Continue to Campaign.

2016-06-17 14:18:00
London ECD Daniel Fisher's Tips for Cannes Martin Agency's Daniel Fisher: My Top Tips for Cannes

Daniel Fisher is ECD of The Martin Agency in London. Fisher was formerly deputy ECD at adam&eveDDB where he worked on, among others, John Lewis’ ‘Monty the Penguin’ and its big 2014 Cannes award winner Harvey Nichols’ ‘Sorry I Spent it On Myself.’
Prior to adam&eve he worked at CHI&Partners, Leo Burnett and WCRS, acquiring a groaning shelf of awards in the process.

My Top Tips for Cannes
Like most people in the industry, I have a long standing love-hate relationship with Cannes. But for all the bad things people like to say about it, for me it has one giant redeeming quality that allows you to forget all the excess and the bluster and the sight of sunburnt middle aged ad execs going for the Grand Prix on the steps of the Palais. And that is that it celebrates what we do – creativity – in a way that no other awards show can come close to.
So what are my picks for this year?

Continue to More About Advertising.

2016-06-13 12:32:00
Martin Agency Wins Onefie for Creffectiveness June 7, 2016

The Martin Agency has won the very first Onefie award for Creffectiveness by winning the One Show 2016 Agency of the Year and the Effie Gold for Sustained Success.

“We have always prided ourselves on creating work that is not only incredibly creative but also incredibly effective. We call that Creffectiveness,” said Joe Alexander, chief creative officer of The Martin Agency.

The agency has been recognized for multiple awards recently. Not only winning Agency of the Year at the One Show, but also winning the inaugural Penta Pencil, an award given to an agency-brand team who, together, have created stellar work for five or more continuous years. In addition, GEICO was named Client of the Year.

The Effie Gold for Sustained Success, given for products or service communications efforts that have experienced sustained success for three or more years, was also awarded for Martin’s relationship with GEICO.

Over the last 22 years The Martin Agency has helped GEICO move from a distant 8th-place market share position in the car insurance category to 2nd. They have been the fastest-growing insurance company for the last 11 years and during that time, have solidified their brand position as a category leader.

To create the Onefie award, a team of engineers and technologists was tasked to go to a hardware store and get some duct tape. They then taped the two awards together, officially creating the world’s first Onefie award.

2016-06-07 10:24:00
New Ritz "Life's Rich" TV Featured on MediaPost Ritz crackers is debuting new creative for its “Life’s Rich” campaign, starting with a TV spot that will begin airing tonight, Lauren Sella, director, NA Ritz equity, tells Marketing Daily.

“Life’s Rich,” from The Martin Agency, was Ritz’s first new campaign in eight years when it launched in April 2015.

Link to full article.

2016-06-06 21:00:00
Experian Credit Skills on Campaign Don't Give Up on Your Lousy Credit Score, Says Experian

The Martin Agency tries a reassuring new direction for credit-reporting bureau

June 01, 2016

A new television campaign for the credit-reporting bureau Experian from The Martin Agency recasts credit as a skill, not a score. Tasks like driving or swimming require practice to improve, and so does good credit. It’s a rebranding of a standard financial metric that hasn’t been tried before in the credit market. The 60-second online anthem (recut in 30- and 15-second versions for broadcast) is a departure from the company’s previous ads, which were alternatively funny when focused on the benefits of good credit, or frank about rebuilding credit after an early setback. The TV spots debuted earlier this week.

Continue to Campaign.

2016-06-01 00:00:00
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.

2016-05-16 17:33:00
The One Show Names Martin Agency 2016 Agency of the Year Agency also wins inaugural Penta Pencil, 11 Pencils and GEICO named Client of the Year

The Martin Agency was recognized tonight at The One Show as 2016 Agency of the Year. The agency and GEICO also received the inaugural Penta Pencil, an award given to an agency-brand team who, together, have created stellar work for five or more continuous years. In addition, GEICO was named Client of the Year.

“Winning Agency of the Year is huge, but I’m most proud of the Penta Pencil,” said Joe Alexander, chief creative officer of The Martin Agency. “Doing great work that brings great results consistently year after year is tough to do. Like Warren Buffett has said, ‘When I count my blessings at night, I count GEICO twice.’ We couldn’t agree more, Mr. Buffett.”

Of the 32 winning entries, campaigns include GEICO’s “Fast Forward,” GEICO’s “It’s What You Do,” OREO’s “Colorfilled” and Tic Tac’s “Little Loader.”

“The relationship between GEICO and The Martin Agency has resulted in three special awards at this year’s One Show: Agency of the Year, Client of the Year and the inaugural Penta Pencil, which recognizes great work between a brand and an agency over a five-year period,” said Kevin Swanepoel, CEO of The One Club. “From a troupe of characters that became household names to innovative work like the “Unskippable” campaign, GEICO and The Martin Agency have shown that loyalty matters.”

The One Show recognizes the best creative work in advertising, interactive, design and branded entertainment.

2016-05-13 21:49:00
Tic Tac's #LittleFortunes on The Drum Tic Tac embraces 'Go Little' philosophy with small, personalized marketing stunts

By Minda Smiley | May 13, 2016

Last year, Tic Tac began working with the Martin Agency to figure out a new brand strategy and message that would help the iconic mint brand resonate with millennials.

The result is a campaign called ‘Go Little’ that Tic Tac unveiled last fall in an effort to position the brand as one that finds joy in the little things in life — proving that bigger isn’t always better. As part of the ongoing campaign effort, which includes a number of quirky 15-second TV spots, the brand is also making a push on social to engage with its fans in small but meaningful ways.

Earlier this week, the brand hosted a two-hour event on Facebook called ‘Little Fortunes’ where it asked fans to post photos of some Tic Tacs in the palms of their hands. A ‘Fortune Teller’ then looked at each palm to determine what the positioning and color of the Tic Tacs said about that person’s future along with a small illustration.

Continue to The Drum.

2016-05-13 17:43:00
Martin Designers on Instagram's New Look We asked our designers what they think of Instagram's new look.

Here's what they had to say:

"They spent so much time and money on a redesign that never needed to happen in the first place. The original was iconic; it utilized the space of the “app” shape in a brilliant way, and had a wonderful nostalgic vibe that stood out amongst it’s competitors.

In regards to the new logo, the icon is poorly designed, something that you could easily just download off The Noun Project. The gradient takes it way too far. The concept behind this decision could have been solved so much smarter.

Really like their process video but it cements my initial thoughts that they should have spent less time on the theatrics of their process video and more time on the logo itself.

A friend of mine sent me this and I think it just about summarized my thoughts."

- Katie Whiteman, Designer

"Overall it’s pretty user-friendly. Actual wire framing hasn’t changed so it’s really more of a rebrand and reskin. The new logo is a cleaner retouch of their existing one. More own-ability with cleaner lines. Easier to remember and recreate.

The colors for the new logo are more fun and friendly, however slightly arbitrary (even though they’re saying its a nod from the small color bars in the previous logo. It’s not. They lost green and introduced purple). Also the loss of the blue throughout the app is as a major loss of their brand language. Seems a bit odd that they would get rid of that.

The blend of the colors within their logo is pleasurable but the gradient is a bit dated. Their overall language harkens to what Apple is doing with a lot of white space and the bright color pop. It seems that they’re leaning on an Apple aesthetic which is cool, but they’re not Apple. They’re Instagram.

Iconography is updated with thinner lines and made cleaner which makes it more premium. Nice touch.

Unclear if typography has been updated by just taking a glance but due to the added white space and breathing room, attention is raised to it in a positive way. Seems like a strength for advertising so that brands can pop more.

Simpler is always better especially for an app where the focus is your content. However at the cost of losing their own brand voice and leaning on Apple’s. Either way it’s a step forward aesthetically. Just wish they didn’t loose their distinct blue."

- Gabriel Gonzalez, Designer

"Its too basic, too far of a stretch from where they were. They had an iconic mark before that was unique and they embraced it. Now its just a simple icon that looks like it was pulled off And the rounded edges don’t even match the shape of the icon (designer pickiness). At one point during their “process video” there is an icon that is a more simple graphic version of what they had. We wish they had stopped there and hadn’t taken it so far."

- Martin Senior Designer

2016-05-11 16:08:00
New Purina Campaign Featured on Creativity Our first work with the brand was featured as Editor's Pick on Creativity. Click here for the full story.

2016-04-25 14:00:00
Martin London Hires 4Creative's Browne Olivia Browne, the group business director at 4Creative, is to join The Martin Agency as the first managing director of Martin London.

She will report to Matt Williams, the chief executive of Martin, and will start her new role in the summer.
Browne will work alongside Daniel Fisher, the executive creative director who joined Martin London last year from Adam & Eve/DDB.


2016-04-21 10:05:05
COO Beth Rilee-Kelley Named President COO Beth Rilee-Kelley Named

President of The Martin Agency

Richmond, Virginia – April 5, 2016 – The Martin Agency announced today that Beth Rilee-Kelley, chief operating officer, has been named president and will retain her COO duties and title. Rilee-Kelley is a 33-year veteran of the company. As president, she will report to CEO Matt Williams and take on an expanded role partnering with clients and participating in the agency’s business development initiatives.

“If I had to pick one person who personifies The Martin Agency when we are at our best, it would be Beth,” said Williams. “She has been a strong leader and a tireless mentor both in our company, with our clients, and in our industry. She is smart, witty, decisive and kind. I know she will excel as our new president.”

Beth is one of three managing partners that lead the company’s governing body, the executive committee, along with Williams and Joe Alexander, the company’s chief creative officer. Combined, the three have 83 years of tenure at The Martin Agency.

“The last president of the agency was the late Mike Hughes. It’s fitting that Beth is his successor,” said Alexander. “Like Mike, Beth is an intuitive leader, an incredible listener, and a great partner to our clients and our employees. We are lucky to have her. And I’m lucky to call her my partner and even better, my friend.”

Rilee-Kelley joined the agency in 1983 as an account executive on the Barnett Bank of Florida account and was responsible for opening and managing the agency’s first satellite office in Jacksonville, Florida. She moved to Martin's Richmond headquarters in 1986 and managed the Kings Dominion and Virginia Tourism accounts. During her time in account management, she also worked on Healthtex, Kindercare, Men’s Health Magazine and Remy Martin. In 1997, she took on the role of director of creative services and was responsible for the management of the creative department.

She was named partner in 2005 and went on to become chief operating officer in 2011.

“I’m so honored to be named the president of The Martin Agency,” said Rilee-Kelley. “The feeling I have right now is pretty similar to how I felt 33 years ago. I had finally landed a junior account executive position here. I was the 60th employee on the payroll and was thrilled. And now, to be president of a company you love, working with people you love, does it get any better than this?”

Rilee-Kelley has been a panelist at the 3% Conference and a speaker for the Digiday Agency Summit, American Advertising Federation and the Advertising Educational Foundation. She also serves on the 4A’s Finance Committee, Virginia Film Festival Advisory Board and, in January, was named chairperson of the advisory board for Virginia Commonwealth University’s Robertson School of Media and Culture. In 2013, she was named to the Executive Women in Business list by Style Weekly.


Continue to Adweek story..

2016-04-05 17:31:00
GEICO's Tiny-Armed Alligator Geico's Latest Crazy Talking Animal Is a Shady Alligator With Tiny Arms

Gabriel Betlrone | Adweek | March 31, 2016

It turns out there are advantages to being an alligator, like dodging the check when eating out with friends because your arms are just too short to reach it.

That's the premise of the latest gag in Geico's charmingly ridiculous "It's What You Do" campaign. In the 30-second ad, a talking reptile in human clothing does a poor job of pretending to want to pick up the tab—and inevitably failing—after going for Chinese with some coworkers. (They seem used to it.)

Continue reading Adweek story.

2016-03-31 18:03:00
Three Years In, One CEO's Lessons Campaign Magazine features some insights from Matt Williams' corner office after three years as agency CEO.

Continue to Campaign.

2016-03-22 00:00:00
Creative Q&A With John Adams On John Adams’ desk is a drawing he made of five symbols that he says sum up his job description over 41 years at The Martin Agency.

The first symbol, an arrow, signifies growth and business development. Below that is a light bulb, for the ideas side of the business. In the middle is a heart, representing community. Next is a chain link, for the agency’s client relationships, and, finally, a tree, representing abundance – in financial management and otherwise, he said.

Adams, who officially retired Tuesday as The Martin Agency’s chairman, said those symbols have guided his goals for Martin over the four decades he’s been a part of the company. In that time, the agency, which recently celebrated its 50th year, received awards and acclaim that culminated last year with its first Grand Prix in Film from the prestigious Cannes Lions festival in France, for an online pre-roll ad titled “Family” from insurance company Geico’s “Unskippable” campaign.

Adams said Martin has also been a leader on the business side of things, developing “a tight discipline” on financials that has resulted in earnings over the past 20 years that he described as superior in the industry.

In recognition of his contributions, the agency recently named its Shockoe Slip headquarters for Adams, whose name is now displayed on its red-brick façade.

Richmond BizSense sat down with Adams the day before his retirement to discuss what he has learned, his approach to balancing business and creativity, and why the Geico Gecko remains one of his favorite campaigns. Click here to continue reading the edited transcript.

2016-03-18 00:00:00
GEICO's New Campaign Is Really Unskippable GEICO's New Campaign Is Really Unskippable

Brand Debuts 'Fast Foward,' Its Follow-Up to Award-Winning Ads

By . Published on .

Geico has debuted the follow-up to its award-winning "Unskippable" campaign with a series of ads so outrageous it's hoping you won't mind that this time around, you won't even have an option to skip the films.

Continue to Ad Age.

2016-02-29 00:00:00
KAYAK Taps The Martin Agency for Creative Assignment The Martin Agency announced today it has been chosen by KAYAK for a creative assignment. Martin will handle communications planning and creative development for the multi-channel creative campaign. BFG previously handled creative duties for KAYAK.

"We're excited to be working with the team at Martin,” said Stephanie Retcho, SVP North American Marketing for KAYAK. “We have great respect for the work they have been doing and are looking forward to creating communications that will engage the KAYAK audience in new ways."

The account will be run out of Martin New York with work slated to launch Spring 2016. "KAYAK is the known leader in online travel. They’ve completely changed the game when it comes to the planning process,” said Matt Williams, CEO of The Martin Agency. “We’re thrilled to partner with them as they take their creative approach to the next level with new and innovative thinking behind their brand."

For more information on The Martin Agency, visit 

2016-02-17 00:00:00
Land O’Lakes, Inc. Taps The Martin Agency As Agency of Record for Retail Dairy Foods Brands The Martin Agency announced today it has been chosen by Land O’Lakes, Inc. as the new agency of record for their retail dairy foods brands including LAND O LAKES® and Kozy Shack®. Martin will handle communication planning and creative development as well as media planning and buying. For the review, Martin partnered with fellow Interpublic Group agency, Casanova Pendrill, for Hispanic marketing.

“We’re delighted to begin work with The Martin Agency,” says Tim Scott, chief marketing officer at Land O’Lakes, Inc. “From their speed in learning our business to their translation of strategy into impressive initial creative thoughts to their chemistry with our team, it’s already a strong partnership.”

Martin was chosen for the assignment following a three-month review that included six agencies with three in the final round. The review was conducted by consultant SelectResources International.

“Land O’Lakes is a household name and a company with big ambitions,” said Matt Williams, CEO of The Martin Agency. “Our team is eager to work with theirs to create a new energy around brands that deliver products enjoyed by millions of consumers every day.” 

2015-10-13 00:00:00
Daniel Fisher Joins Martin London As Executive Creative Director The Martin Agency announced today that Daniel Fisher is to join the agency’s growing global network as the first Executive Creative Director of Martin London.

Fisher comes from adam&eveDDB, where he was the Deputy Executive Creative Director. Most recently, he picked up two Golds and a Grand Prix in Cannes for the internationally acclaimed John Lewis Christmas ad, ‘Monty the Penguin.’ In 2014, Fisher won four Grands Prix and five Golds at Cannes for The Harvey Nichols 'Sorry, I spent it on myself' campaign. In addition, Fisher has created multi award-winning campaigns for The Department for Transport, Shelter, Volkswagen, The Sunday Times.

“Dan is a proven world class thinker as well as an uncommon writer and leader,” says Joe Alexander, chief creative officer of The Martin Agency. “He thrives on big ideas which he brings to life with a depth and a craft rarely seen in our business. We are thrilled to have him.”

“I’ve long been a massive fan of The Martin Agency, so the chance to help lead and shape them in London was one I just couldn’t resist,” added Fisher. “I’m pumped to be coming on board and can’t wait to get going.”

Matt Williams, CEO of The Martin Agency, said “We intend to grow the management team in the coming months but as a creative led agency, getting the right creative leadership in place first was essential to us.”

In addition to hiring Fisher, the agency is promoting Brian Williams to Deputy Executive Creative Director. Williams came over from Martin’s headquarters in Richmond last year. In 2013, he was named an A-List Contender by Campaign for his work on Clouds Over Cuba for the JFK Presidential Library and Museum, which won 11 Cannes Lions and an Emmy in 2013.

“Dan and Brian will give us world-class creative leadership as we grow our presence in London,” Alexander said.

“The chance to work alongside Brian was a massive draw,” Fisher added. “Not only is he one of the most prolific art directors in the industry, he’s also an incredibly nice bloke.”

The Martin Agency opened Martin London in June 2014. The office is located at 3 Grosvenor Gardens. 

2015-08-13 00:00:00
Andy Azula Named ECD Today, we announced that Andy Azula has been promoted to ECD.

During his 10 years at Martin, Andy has led the creative on several accounts such as UPS, Pizza Hut, Manpower Group, Experian, Exxon, Kraft and most recently Microsoft.

While working on UPS, Andy became part of its advertising campaign as the "Whiteboard Guy" and appeared in over 50 television commercials.

Congrats, Andy!  ]]>
2015-06-19 00:00:00
James Robinson Named First ECD of Martin New York The Martin Agency announced today that James Robinson is joining the agency’s growing global micro-network as ECD of Martin New York.

Robinson joins from twofifteenmccann, where he was co-CCO. He joined twofifteenmccann in 2011 as creative director on Xbox, rising to ECD and ultimately co-CCO. Under his tenure the agency became agency of record for Pandora, Hulu, Annie’s Homegrown, and Workday while expanding its Xbox portfolio to include digital responsibilities for the brand. Martin and twofifeteenmccann are both part of IPG’s McCann World Group.

“James is a huge addition to the agency’s creative leadership,” says Joe Alexander, chief creative officer. “I don’t know how many times I’ve seen his work for xBox and said “Damn, I wish I’d done that.” He has a proven track-record building a creative agency start–up. Oh, and he’s a pretty great guy, too.”

In addition to awards from the One Show and Cannes, Robinson’s work has been recognized by the Webbys and was a winner of TED’s “Ads Worth Spreading.” The campaign he helped create for the Meth Project was cited by the White House as one of the most effective anti-drug programs of all time.

“I am honored and excited to be joining an agency whose work and culture I have admired for so long,” said Robinson. “I can't wait to get started.”

The Martin Agency opened its New York office in 2000 and has nearly doubled in size during the past year as it takes on more client work. Martin New York, located in Union Square, currently employs 46 people working primarily on Optimum and Sunglass Hut.

“James will be a catalyst for continued growth for Martin New York and we’re thrilled to have his creative and entrepreneurial firepower on our team,” said Matt Williams, CEO. 

2015-06-04 00:00:00
Spark Some Wonder Martin brands Walmart and Oreo team up to "Spark Some Wonder".

2015-05-15 11:12:34
GEICO Takes Home 5 One Show Pencils GEICO's "Unskippable" campaign wins 5 One Show Pencils in the interactive and film categories.

2015-05-11 06:01:39
US Ad of the Week: Ritz ‘Life’s Rich’ Latest spot for Ritz crackers voted by US Creative Department readers as Ad of the Week.

2015-04-22 08:25:21
The 5 Best Moments From This Year’s AAF Hall of Fame Dinner Lee Clow, Spike Lee and other honorees reflect on their careers

2015-04-21 09:19:16
John Adams Inducted into AAF Advertising Hall of Fame On April 20, our Chairman John Adams was inducted into the 66th AAF Advertising Hall of Fame, joining the ranks of a few hundred men and women who have made significant contributions to both advertising and society as a whole. And while you’ll have to watch the video from the ceremony to see the striking similarities between our Chairman and the Founding Father, we just want to say: Congratulations, John. And especially you, John.

2015-04-20 11:43:03
Life’s Rich Living a rich life doesn’t come as a result of the size of a bank account, but from the shared moments, relationships and interactions you have that matter most. That’s the idea behind RITZ’s new "Life’s Rich" brand platform. So celebrate the road trips, pillow fights and movie marathons, all those moments where RITZ crackers fit naturally. Because buttery rich is a good kind of rich, too.

2015-04-15 11:08:24
RAC In 2014, we teamed up with RAC to create a music video for his song "Tear You Down," featuring Alex Ebert of Edward Sharpe and the Magnetic Zeros. We worked on everything from concept to production to even casting and custom jewelry design. The result is an experience that feels more like a short film than a music video.

2015-04-15 10:29:20
RAC & Alex Ebert’s “Tear You Down” Video: Idolator Premiere RAC and The Martin Agency deliver a truly thought-provoking short film experience for Strangers cut “Tear You Down.”

2015-04-14 09:35:26
If ‘Game of Thrones’ was an ad agency ACD Neel Williams discusses what Game of Thrones might look like if it was an advertising agency.

2015-04-12 10:17:43