GEICO "Sleeping Beauty" on MediaPost

October 03, 2016

In Geico Ad, Sleeping Beauty Isn't Really Asleep

MediaPost | October 3, 2016 | Amy Corr

Even Sleeping Beauty needs some alone time, meaning all that slumbering might be a ruse to catch up on reality TV. In the latest "It's What You Do" ad for Geico, the spellbound princess receives a visit from a dashing prince. Sadly, his kiss does not break the powerful sleep spell that she's under... because she's not under one.

Sleeping Beauty is faking it, in an effort to binge-watch her favorite trashy reality TV show. "If you want someone to leave you alone, you pretend like you're sleeping. It's what you do." Come back later, Prince Charming. The Martin Agency created the campaign.

Continue to MediaPost.

Posted By: The Martin Agency

Martin NY Welcomes Managing Director Amber Guild

October 03, 2016

The Martin Agency Solidifies New York Presence by Hiring Its First Managing Director

Former Collins president Amber Guild to lead IPG shop 

Adweek | October 3, 2016 | By Patrick Coffee

IPG's The Martin Agency named Amber Guild, agency veteran and former president of brand consultancy Collins, as the first managing director of its New York City office. She began the new job last week and reports directly to Martin CEO Matt Williams.

This move marks a key stage in the maturation of Martin's New York unit, which is more than a decade old but has so far operated as a satellite operation. The agency's largest accounts, including Geico, are based in its Richmond, Va., headquarters. The New York office's clients currently include Kayak, Optimum and Sunglass Hut.

"Martin New York has grown dramatically in the past couple of years, but we've been eager to find just the right person to help lead that office to an even higher level, and Amber is that person," said Williams in a statement. "She will bring her extensive expertise and be a great partner to executive creative director James Robinson and director of brand strategy John Gibson as they grow and shape Martin New York." 

"I've had a crush on Martin since my early days as an account executive," Guild told Adweek in explaining her decision to move from a consultancy back to a creative agency. Earlier in her career, she held accounts and management roles at several major shops including Ogilvy & Mather, Saatchi & Saatchi and Y&R before moving into leadership positions at T3 New York and Collins. She also appeared on AdAge's 2016 "Women to Watch" list.

"When I was growing up in account management, my job was to become a trusted adviser to our clients by understanding their business, building and creating affinity for their brand, and creating an environment for my team that inspired great, effective work," she said. "If anything, as I've become more senior, I put even more attention to building environments and cultures that allow for people from different backgrounds (diversity!) to thrive—it's not just the right thing to do, it's business critical."

Regarding the New York office's evolution, Guild told Adweek: "It's important to point out that Martin New York has already been here for several years and has steadily grown since it first opened its doors. We live in one of the most diverse cities in the world—a city I was born and raised in—and our opportunity is to make sure our talent and our work reflect the creativity, diversity and complexity of the world we live in."

The Martin Agency, which celebrated its 50th anniversary in 2015, also opened a London office in 2014 and added several key members to its New York team over the past two years, chief among them ecd Robinson and lead strategist Gibson.

Robinson called Guild "that one-in-a-million leader" in a statement, adding, "in our first conversation she had completely reshaped not only how we are currently looking at Martin New York, but created a new vision for what we can become. We are lucky to have her." The new leader said that her first job as managing director is "[to] figure out how to build on what James Robinson, John Gibson and the team at Martin have already started." 

In January, The Martin Agency hired several new creatives in New York before announcing that it had won a creative agency of record review for Kayak, the travel-booking site.

Continue to Adweek. 

Posted By: The Martin Agency

Donate Life on Forbes CMO Network

September 27, 2016

In Viral Campaign, A Lesson For CMOs: Make The Unpopular Choice For The Sake Of Reaching Your Target

Jennifer Rooney 

In early August, a promotional video called “World’s Biggest Asshole” quietly launched on YouTube. The nearly three-minute-long video from organ-donation nonprofit Donate Life America features Coleman Sweeney, a fictional jerk of a character who goes through life bound and determined to treat others badly and otherwise bestow bad days on the world.

He’s infinitely disgusting, repugnant. He’s someone you’d never wish to run into, a nightmare of a neighbor. And yet, at the abrupt end of his life, he is a hero. One act—registering to be an organ donor—enabled him to save others’ lives.

The video, launched only online, with only a press release and little fanfare, caught the attention of ad-industry trades Creativity and Adweek, among others. Forbes blogger Will Burns wrote a review of the ad—and its impact. The video went viral, earning 60 million global views within two weeks. In its first six days alone, it garnered more than 50 million views. It now is at 65 million.

It was shared and talked about. People hated it. And people loved it.

Click here for full article.

Posted By: The Martin Agency

NYT: Creative Director Neel Williams Talks Silent Video

September 26, 2016

Making Video Ads That Work on Facebook’s Silent Screen



SEPT. 25, 2016

THE GEICO commercial that made its premiere this summer seemed like a standard 30-second television ad. It features two men building sand castles on a pristine beach with their children. “Guess what I just did?” one of the men asks. “Built a sand castle?” the other responds. “Ha — no. I switched to Geico and got more,” the first man says.

But another version of that ad was created by the Martin Agency, which worked on the commercial for Geico. This one was half as long, with text that popped up as the men spoke, and the word “Geico” appeared after six seconds.

The goal: to make the ad understandable to people who viewed it on Facebook without sound.

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Posted By: The Martin Agency

Land O'Lakes DeleteToFeed Featured on Elite Daily

September 23, 2016

If You Delete Your Food Porn Posts, This Company Will Donate To The Hungry

By Talia Koren

I have no shame in admitting I have an Instagram account dedicated to food.

Yeah, I appreciate food so much that I have to take pictures of everything I eat. It’s bad. But it’s also become a pretty normal thing to do, no matter where you are.

Unfortunately, the fact is, hunger is a huge issue in our country.

That’s why Land O’ Lakes partnered with Feeding America to start the Delete To Feed campaign, which encourages foodstagrammers everywhere to delete an upload of food porn to donate 11 meals to those in need.

This campaign gives #eatingfortheinsta a whole new meaning.

Click here for full article.

Posted By: The Martin Agency

Delete To Feed on Adweek

September 21, 2016

Land O'Lakes Is Donating Meals to People in Need for Every Food Photo You Delete From Instagram

New campaign from The Martin Agency 

By Katie Richards | Adweek | September 21, 2016

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.

Continue to Adweek.

Posted By: The Martin Agency