Insight & Strategy: The Unskippable Pre-roll

June 05, 2015

Posted By: The Martin Agency

Martin Names First ECD of NY Office

June 04, 2015

Richmond, Virginia – June 4, 2015 – The Martin Agency announced today that James Robinson is joining the agency’s growing global micro-network as ECD of Martin New York.

Robinson moves from 215 McCann, where he was co-CCO. He joined 215 McCann 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, Annie’s Homegrown, and Workday while expanding its Xbox portfolio to include digital responsibilities for the brand. Martin and 215 McCann are both part of IPG’s McCann Worldgroup.

“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.”

“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.

Posted By: The Martin Agency

GEICO and Oreo Take Home AICP Awards

June 04, 2015

The Association of Independent Commercial Producers honored Oreo's "Mel's Mini Mini Mart" and GEICO's "Unskippable" this evening, adding the work to the archives of the Department of Film at the MoMA.

Production Design

Oreo “Mel's Mini Mini Mart” 1:50

Production Company: Hue & Cry
Directors: Brig White, Evan Parsons
Director of Photography: Topher Osborn
Executive Producer: Scott Friske
Production Designer Andrew Carnwath
Advertising Agency: The Martin Agency
Agency Creative Director: Jorge Calleja
Agency Executive Producer: Steve Humble
Agency Producer: Andrew Campbell
Agency Art Director: Brig White
Agency Copywriter: Danny Robinson
Editor: Mark Myers, Running With Scissors


Geico “Unskippable: Family” 1:00

Production Company: Park Pictures
Director: Terri Timely
Executive Producers: Jackie Kelman Bisbee, Justin Pollock
Advertising Agency: The Martin Agency
Agency Chief Creative Officer: Joe Alexander
Agency Group Creative Directors: Steve Bassett, Wade Alger
Agency Associate Creative Director/Art Director: Mauricio Mazzariol
Agency Associate Creative Director/Copywriter: Neel Williams
Agency Executive Producer: Brett Alexander
Agency Producer: Liza Miller
Editor: Caleb Helper, Whitehouse Post

Continue to AICP to see the full list of winners.

Posted By: The Martin Agency

Hanes Will Send You To Disney If You Find Lost Socks In The Park

June 03, 2015

3 June 2015, Marketing Land, by Steve Hall

Working with The Martin Agency, clothing company Hanes has launched #FollowThatSock, a campaign which encourages people to find lost socks in a virtual Disney World. Players have a chance to win a trip to the real Disney World.

The campaign, which runs through June 8, kicked off with a video that introduces the the Sock family, a family of, yes, socks who are on a Disney World vacation.

One of the kids, Edwin, gets lost — because, well, socks get lost — and begins sending selfies to his family members. These selfies include clues which can be used to find Edwin.

When people sign up for the hunt on the campaign website, they will receive these selfies directly on their mobile devices.

Entries to the sweepstakes are earned by opting in to solve the mobile clues, purchasing Hanes products, and sharing the campaign’s creative to social media.

Here’s what the text element of the campaign looks like:


Here’s what the sharing Edwin’s selfie element of the campaign looks like:


Six grand prizes consisting of a 5-day/4-night trip for four to Walt Disney World in Orlando will be awarded on a weekly basis, one per week.

Continue to Marketing Land.

Posted By: The Martin Agency

The Native Society Interviews CEO Matt Williams

May 29, 2015

29 May 2015, Q&A for The Native Society

How did you get into the Advertising industry?

Pure nepotism. My dad was a very senior client, so I was around advertising all the time growing up. I wasn't drawn to the client side but all his agency friends were fun and smart and seemed to like their jobs. So he got me an interview with one of his company's ad agencies. Shocker--the client's kid got a job. I loved it and two years later moved to Richmond to work at Martin where, happily, my Dad has never been a client. That was 23 years ago.

Tell us about The Martin Agency. What inspired the idea and what is your vision for the company?

The idea began 50 years ago when our founder, David Martin, set out to prove that an ad agency could do great work outside of NY, Chicago or LA.

Our vision:

Be one of the top 3 creative agencies in the world--do work that grows our clients' businesses, impacts culture and is recognized in our industry.

Build a global presence--we opened an office in London last year and want to expand into Asia and South America soon. To attract the best talent and most interesting opportunities we have to look beyond the borders of the US.

Create a community that enriches the life of everyone it touches--our company has to be a positive influence on the lives of our employees, our clients and the cultures in which our work appears. If you're not making things better, what are you doing?

What strategic partnerships/marketing strategies have you implemented that have attributed to The Martin Agency's success?

There are so many disciplines and specialities in our business, nobody can be great at all of them. So the ability to find the right partners becomes a strategic necessity. I can't name any one partnership that's been key to our success, but I know our ability to partner with multiple companies in an open, collaborative way has been a key factor.

What industry trends are you noticing and how do you capitalize on them?

There have never been more ways to bring great ideas to life than there are now. We have to be creatively ambidextrous—able to think in terms of big brand ideas, then transition to be craftspeople who can make that idea come to life beautifully in multiple media and disciplines. The best people in our business can shift between huge conceptual ideas and the detail of craft. Find those people, help them do the best work of their lives and you'll be successful.

Life Motto?

Don't be a jerk.

The Martin Agency's Motto?

Good and Tough. Good to each other, tough on the work

Your greatest success as CEO of The Martin Agency? Most difficult moment-how did you overcome and what did you learn?

I've been in this job a little over 2 years. I screwed up a lot in my first year because I was so nervous about... screwing up. I was tight. Uncomfortable. And it affected the energy of the people around me. As I've gotten more comfortable in the job I’ve realized that my greatest successes come when I loosen up and let the joy that's the signature of our company at its best, come out. It makes people more willing to experiment and take chances. That makes our work better and it makes this crazy, stressful business a lot more fun.

Your advice to an aspiring entrepreneur?

Be skeptical of advice from anyone who's never started a business. Like me.

Describe the ideal experience using The Martin Agency.

Bring us a brand that's lost its momentum and a CMO with big ambitions for reinvigorating it. We'll tap into new energy and reignite that brand. And we'll do it with a big, enduring brand idea brought to life in multiple communication disciplines. It's what we've been doing for 20+ years with GEICO, what we did with the UPS "What Can Brown Do For You?" campaign, and what we're doing now for clients like Mondelez, Benjamin Moore, Discover, Walmart and others.

How do you motivate your employees?

If we create an environment where our people can do the best work of their lives, they motivate themselves. It's a wonderful, virtuous cycle. My job is to keep the culture healthy, the opportunities coming and the environment positive.

One food and drink left on earth, what would you choose?

That's a trap. We've got too many food and beverage clients to choose just one of each. Okay,I won't cop out... New York Strip and cabernet sauvignon.

What literature is on your bed stand?

Creativity, Inc. by Ed Catmull. Ad agencies can learn a lot from what he and his team built at Pixar.

Role model - business and personal?

Personal: my wife. The kindest, strongest, most decent person I've ever known. I've got a pink ribbon tattooed on my arm in her honor.

Business: John Adams and Mike Hughes. The pair that made our agency what it is. They're proof you can build a great business without compromising your standards, integrity or sense of humor.

Current passion?

Cycling. I love the escape--it's a great way to clear your mind and break a serious sweat. And the sport has a wonderful community.

And I've been playing in rock bands since high school. I'm still in one and love our monthly bar gigs.

Favorite travel destination?

Home. I'm traveling home on a plane right now and I'm more excited than I would be for any vacation.

What's next for The Martin Agency?

Become a global creative micro-network. Attract more global brands and talent based on our work and our culture. Keep getting better and tougher.

Continue to Native Society.

Posted By: The Martin Agency

Supreme Save The Date with Jesse Tyler Ferguson

May 28, 2015

28 May 2015, Funny or Die

Modern Family's Jesse Tyler Ferguson tells you how you can convince the Supreme Court Justices to vote for Marriage Equality.

Continue to Funny or Die.

Posted By: The Martin Agency