GEICO's Raccookin' Featured on Adweek

October 25, 2016

The Scavenging Raccoons From Geico's New TV Ad Are Doing Gross Cooking Demos Online The Martin Agency dreams up Raccookin'

By Tim Nudd

Usually when a brand unveils a TV spot, any related content online is, at best, a marginal value-add. But lately, Geico's online extras have been at least as good—and in many cases, more fun or innovative or just plain weird—than the TV work.

We saw this with the Ice T work last month, and it's been true going back to the"Momversations" campaign with actress Cindy Drummond late last year.

Now, The Martin Agency has unveiled another fun TV-spot-plus-online-extras campaign, this time featuring some garbage-scavenging raccoons.In the TV spot, one raccoon is seen eating from a garbage can and remarking how awful it is, and then trying to get his buddy to try it (because "it's what you do").

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Posted By: The Martin Agency

Editor's Pick: Dine With Rana Campaign Featured on Creativity

October 18, 2016

Pasta Brand Owner Giovanni Rana Wants You to Come Dine With Italy

Consumers Can Visit His Home in Verona

By Alexandra Jardine. Published on Oct 14, 2016

These days, it's not enough for a pasta brand to seem authentically Italian. You've also got to prove it.

To that end, Giovanni Rana is kicking off a campaign in which the eponymous pasta maker is inviting people to join him for a special meal in Verona, Italy. The campaign, by The Martin Agency's New York office, includes a competition in which consumers have a chance to win a trip to one of five weekend experiences in Verona during the next year. 

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Posted By: The Martin Agency

Martin Featured on 20 Creative Agencies to Follow on Instagram

October 11, 2016

20 Creative Agencies You Should Follow on Instagram Written by Karla Cook | @krla_cook

Instagram has evolved into a perfect visual platform for agencies, filled with photos of office parties, company outings, and creatives hard at work behind their Macs. And while there were more than a few pictures of agency pups and craft beers, Instagram has also become a place where agencies can share behind-the-scenes shots of their latest work and highlight their accomplishments. While there probably aren’t that many CMOs who troll Instagram looking for their next agency partner, there is little competition and even more opportunity to make it your agency’s platform of choice for attracting new talent and clients — a differentiator when it comes to that next visual campaign.

If you are looking for some inspiration or just want some “inside” looks at a few agencies, then check out this ultimate — yet not exhaustive — list of ad agencies to follow on Instagram:

12) Martin Agency: @martinagency

You’ve seen Martin Agency’s impressive work for Geico, Chevrolet, and Oreos, but you probably didn’t know they have an affinity for flannel shirts and a love of street art. Martin Agency’s Instagram is an intimate look at how employees at one of the world’s most influential agencies work day-to-day.

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Posted By: The Martin Agency

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.

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Posted By: The Martin Agency