New Benjamin Moore "Century" Work Featured on Adweek

March 07, 2017

Benjamin Moore Has a Brand New Paint, and an Eye-Popping Campaign to Go With It

The Martin Agency introduces Century

By Gabriel Beltrone

Attention, color lovers. To promote Benjamin Moore’s new Century line of paint, the creative team at The Martin Agency wanted to show the product at work, so it created a life-sized stop-motion video of a plain white room turning into an eye-popping peppermint-stripe graphic design.

The minute-long clip opens with a close-up of a striking red hue, before zooming out to reveal it’s just a thin stripe on a white wall—magically growing as the camera tracks right. The landscape deepens, as the red line runs into alcoves, over a white picture frame, and back into the foreground.

It zig zags down a set of stairs before splitting off into two, then three, then more, zipping behind water pitchers (a clever twist on the perspective) and over a record player, eventually convening on on a single wall in its climatic, most complex form—a silhouette of a red-and-white striped paint roller, on a red-and-white striped wall.

Click here for full article.

Posted By: The Martin Agency

TIAA's "This Is the New Success Story" Campaign on Ad Age

March 07, 2017

TIAA Looks Past Its Rebrand: New Campaign and CMO Ahead

By Adrianne Pasquarelli

One year after the rebrand in which TIAA-CREF became TIAA, the financial giant is looking to build on last year's campaign with a new push focusing on life moments where TIAA might participate, like the birth of a child or new sporting adventures.

The rebranding effort used new marketing including a logo and website to highlight TIAA's retirement services and increase awareness among potential clients.

"We're now focusing more on the evolution of why we're different," said Connie Weaver, chief marketing officer. "But we're remaining authentic and being an engaged ally which lets us go from the story of retirement to underscoring moments that matter throughout life."

Ms. Weaver is also now leaving the company after seven years with TIAA. Though she will stay on in an advisory role beginning April 1, her colleague Mark Elliot was recently promoted to chief marketing officer-corporate marketing from senior VP-customer insights. TIAA is looking to add a new CMO for its retail business.

The "This Is the New Success Story" campaign, created by the Martin Agency, includes one 60-second TV spot, as well as two 30-second commercials and at least four of 15 seconds in length. Ms. Weaver said TIAA is increasing its online video and use of social as well. Last year, TIAA spent around $32.1 million on measured media in the U.S., according to Kantar Media. The brand also works with Weber Shandwick on PR, while UM handles media duties.

Click here for full article.

Posted By: The Martin Agency

Martin New York Hires Group Creative Director

March 06, 2017

Megan Sheehan Joins Martin New York as Group Creative Director

New York — March 6, 2017 — Martin New York announced today that Megan Sheehan has joined the agency as a group creative director. Sheehan will report to Martin New York ECD, James Robinson.

“Megan is the perfect mix of craft, humor, strategic creativity, new media thinking, and just being a nice, genuine person,” said Robinson. “We are beyond lucky to have her with us.”

Honored by Fast Company as one of the Most Creative People in Business, Sheehan brings with her a breadth of industry experience – seasoned in everything from cookies and liquor, to social activism and new media technology.

Sheehan started her career as an art director at EnergyBBDO before moving to Saatchi & Saatchi and CP+B. She then landed at FCB where her leadership on the Cyber Grand Prix-winning Oreo “Daily Twist” campaign helped push the possibilities of responsive advertising. Most recently, she worked as a freelance creative director on everything from tech to cars to beer. Named one of Creativity Magazine’s Top 50, her work has been recognized by The One Show and Cannes Lions and she was a profiled creative in the new edition of 'Hey Whipple, Squeeze This.”  

“Martin has an admirable legacy—there is real heart and integrity in the DNA. Being on the other side of the tracks in NYC, I’m excited about the potential to help create its rebellious, raucous sister, ” said Sheehan.

Martin New York is located at 71 5th Avenue. 


Posted By: The Martin Agency

Adweek Calls GEICO Pre-Roll "As Entertaining As Possible"

February 07, 2017

Geico Crushes Its New Preroll Ads Down to Nothing, So You Don’t Have to Keep Watching Them

Latest fun and goofy evolution of 'Unskippable'

By Tim Nudd

Geico keeps making its preroll ads as entertaining as possible, mostly by acknowledging that you probably don’t want to watch them at all. In its latest preroll campaign from The Martin Agency, that means condensing the ads down to nothing—by crushing them very literally indeed.

“The following ad is being condensed for your viewing convenience,” the familiar Geico voiceover says at the beginning of each spot. The wall on the left side of the scene then begins to move right, amusingly crushing everything in its path—Star Wars trash compactor style—as the talent scrambles to contain the damage, or just get out of the way.

Check out a bunch of the ads here, including some extended versions:

Geico has been making fun and innovative prerolls for a few years, beginning with “Unskippable,” which memorably put the ending of the ads at the beginning. (Adweek named “Unskippable” the best ad campaign of 2015.) A second campaign, last year, fast-forwarded through the middle of the ads entirely, making you wonder what you’d missed (you could click to go back and find out).

Of the new “Crushed” work, a rep for The Martin Agency tells AdFreak: “Confronted with a familiar challenge—keeping viewers from hating an ad they’re forced to watch—we asked ourselves how we could use the medium to entertain and engage. The answer? Take a longer preroll ad and compress it. Literally. The result is five unique pre-roll videos ‘condensed for your viewing convenience.’ “

Continue to Adweek.

Posted By: The Martin Agency

"Crushed" on Creativity

February 07, 2017

Geico's New Pre-Roll Ads Are Literally 'Condensed for Your Convenience'

Another Hilarious Way to Engage Online Viewers

By Alexandra Jardine. Published on Feb 07, 2017

Following its Unskippable and Fast Forward pre-roll campaigns, Geico has come up with another ingenious way to get viewers engaging with pre-roll ads.

The Martin Agency's latest set of ads are announced by a voiceover which informs you that the ad "has been condensed for your convenience." And it literally has -- in each scenario the entire set is "crushed" by a wall sliding from left to right. Various scenarios, including a pottery class (seen here -- there's also a funny extended ending), a massagetwo guys playing racquetball and a crew of grocery store employees stacking shelves, are wrecked, while the characters chat throughout about saving money with Geico.

Clever and funny, the spots were directed by Terri Timely at Park Pictures (the same duo responsible for "Unskippable").

Continue to Creativity.


Posted By: The Martin Agency

Advice From One Cannes Judge to Another

February 03, 2017

"Enjoy the process. This group will never ever be in the same room again together."

Joe Alexander

This is a chance for this year's Presidents to get the advice of their predecessors - the really useful stuff that only another Jury President would know. 

This week, Deutsch’s Chief Creative Officer Pete Favat speaks to his counterpart Joe Alexander, Chief Creative Officer at the Martin Agency. Joe went so far as to produce a special book for his jurors, with advice, illustrations and mantras to guide them through the process. 

Pete Favat: There is bound to be lots of talk, discussion, and perhaps a squabble or three as we narrow down Film winners. Can you share three key tips for keeping the process moving forward, and of course maintaining the peace?

Joe Alexander: “Avoid politics. The film jury can be especially political. Blocs can form for regions, counties, networks. The staff does a great job hindering this. One tip: Move people around every day, sitting in new spots. Let them get to know the whole room and sit by people they don’t know.

“Watch out for rabbit holes. It’s easy to get side-tracked and slowed down by too much debate. Keep things moving. You don’t want to hear “I’ve seen it before.” Get jurors to tell you and have the Festival staff look into it. It’s a drag on the room and often sends it spinning.

“Give everyone a voice. Inevitably there are a couple jurors who are shy and very quiet. Often it’s a language thing. Give them a chance to always weigh in.

“Be present. Keep the phone off. Stay focused. Enjoy the process. This group will never ever be in the same room again together.”

PF: Grand Prix versus Gold. Did you have hard set guidelines for jurors?

JA: “When the audience sees the medals on Saturday night, they will be judging you personally. Be selective. Winning a Gold is very, very rare. Winning a GP is going to live way beyond the year. Make sure it’s something never seen before. In idea, execution, craft, etc.”

PF: How do I get everyone out of there as a reasonable hour?

JA: “It’s your job to know all the rules, deadlines and critical decisions. Use your Festival coordinator in the room who will be awesome. You can’t remind the room enough about the rules. Before we started every day, I went through an agenda and goals for the day. You can’t do that enough – creative people are ADD as you know.”

PF: Who arranged your wardrobe last year? You looked amazing!

JA: "That was my very stylish wife. :)"


Posted By: Joe Alexander