Leslie North Named to Campaign US's Digital 40 over 40 List

March 27, 2017

Meet Campaign US' 2017 Digital 40 Over 40

An eclectic mix of marketers, creatives, technologists, PR pros and account mavens who prove that millennials don't hold a monopoly on digital skills.

Leslie North, SVP/Group Planning Director for Digital and Social, The Martin Agency

Like others executives who have been in digital for decades, North likes to trace her lineage from the early days, "from Flash to Snapchat." Her seven years at The Martin Agency illustrates that such experience has benefits: She has built its digital and social business from the ground up, and last year she was responsible for trebling Martin’s social business.

North began her career in digital some 21 years ago, when analog was the norm, working on Barbie and Hot Wheels at Wunderman. From there, she moved on to Anderson Lembke (now McCann San Francisco), working on Microsoft and trying to entice consumers to try Hotmail. She also helped launch Windows 2000.

North stuck with the PC crowd, working on the "Invent" campaign for Hewlett-Packard at Goodby Silverstein and Partners in the early 2000s and then running digital media for Intel at Fuel (now Euro RSCG). North was also part of the team that opened T3 New York. North started the agency’s media team and grew it from one employee to 20 during her tenure. At T3, North ran the Dell business and won new business including MTV, JP Morgan Chase Digital Media and Marriott.

North joined The Martin Agency in 2010 to lead digital media. About two years later, at the request of Martin’s Chief Strategy Officer, she made a career change to develop the digital and social strategy team. Her team of 14 is responsible for leading digital and social strategy across all offices and for all Martin clients, including Chevrolet, Geico Discover Card, Sabra, Tic Tac and Land O Lakes.

In addition, North is proving that Gen Xers can conquer Snapchat. If you want to see how, visit her at "leslieno."

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Posted By: The Martin Agency

Stoli: "THE Vodka" Featured on Ads of Brands

March 13, 2017

Stoli Brand Returns to Television with New “THE Vodka” Commercial

MAR. 13, 2017

Stoli® Vodka, the original premium vodka, is returning to television with a new commercial for the first time in seven years. As part of the biggest multimedia campaign since the inception of Stoli Group USA, LLC, the new television spot, titled “THE Vodka,” uses an audacious and visually stunning montage to celebrate the pioneering heritage of Stoli through the lens of those who drink the award-winning vodka. The 30-second spot will run on TV during live sports and late night in target markets beginning March 13th with national digital distribution to include sports and lifestyle properties and premium full-episode players.

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Posted By: The Martin Agency

Art Director Rushil Nadkarni shares his top picks to The Recommendation Engine

March 10, 2017

The Recommendation Engine: The Martin Agency's Rushil Nadkarni

by Ilyse Liffreing

This art director would rather watch Netflix Original Series' "A Series of Unfortunate Events" or jam to Bruno Mars' funk than keep up with the Kardashians.

The Recommendation Engine is Campaign US' weekly feature in which we learn about the media young people in the ad industry are currently consuming. This week we get to know Rushil Nadkarni, an art director at The Martin Agency, headquartered in Richmond, Virginia.

What I’m watching "A Series of Unfortunate Events" on Netflix. I have to admit, Neil Patrick Harris is the answer to Jim Carrey. His Count Olaf is phenomenal. Or as he’d say, "legen-wait for it-dary." Sheer brilliance.

Moreover, I’m a big patron of Netflix Original Series. Another favorite is "Narcos." There are so many hard-to-not-get-hooked-on Netflix Originals. So tastefully made. Oh my god, did I not mention "Black Mirror?" 

What I’m listening to I’ve never been able to answer that question straight. Ever. But I’ve come to a conclusion—Bruno Mars is my spirit animal and boy is his music contagious. I like a lot of the 80s tunes. That’s my jam. And you might notice all that funk and groove in Mars’ songs. Maybe that’s why. #DontBelieveMeJustWatch

I find myself gravitating towards YouTube when it comes to music. I have too many playlists made on it over the years, including a Taylor Swift playlist (she’s rad). So for me, the launch of the YouTube Music app was much needed.

What I’m reading I’m not your typical "I finish a book on a flight" kind of guy. I’m a little slower than that. Here’s one I’m on right now: "Steve Jobs" by Walter Isaacson. His story never gets old. I’ve borrowed the book from a friend and I’m halfway through it. Everything in the book is challenging every notion I’ve ever had on Jobs and his ideals. You want to relate to Jobs on one page and the next page ruffles up your sanctity. His devotion was insane and unparalleled. The best read I’ve had in years.

Who I’m following @creators_project definitely moves to the top of this list. It’s an Instagram account of a curated blog by the same name. It features ideas spanning varied disciplines of art and technology. It’s a great place to draw inspiration from. Also a great place to get your mind off of work. Instagram hosts some amazing art and tech accounts to follow, a visual treat nonetheless. Here’s a few more that pique my interest: @newmuseum @newyorkermag @jessicavwalsh @zolloc @8factapp @classical_art_memes 

Who I'm ignoring Everything Kardashian. Enough said.

Link to article.

Posted By: The Martin Agency

President Beth Rilee-Kelley Featured in AdForum Round-up on International Women's Day

March 08, 2017

Perspectives: Women in Advertising: Beth Rilee-Kelley, President, The Martin Agency

In honor of International Women’s Day, AdForum is showcasing the achievements of women in advertising in the month of March through a series of interviews. 

In honor of Internationals Womens Day, AdForum is showcasing the achievements of women in advertising in the month of March through a series of interviews.  We would like to thank Beth Rilee-Kelley, President at The Martin Agency for taking the time to offer her thoughts and reflect on her career.

AdForum: How would you describe the current overall culture at your agency? How would you describe the culture among your female colleagues and what are the differences?

Beth: At Martin, we describe our culture as ‘good and tough’. Good to each other and tough on the work. We’re a highly competitive group of people who wants to do extraordinary work and we have each other’s backs at the same time.

I think the culture among the women at Martin mirrors that of our overall culture. Gender doesn’t  change the fact that we’re all here to do the best work of our lives while taking care of one another. Nor should it.

AdForum: What do you see as being the biggest change in the advertising industry since women have begun to break the “glass ceiling” into Sr. Executive level positions? What are some of the challenges that still exist for women in reaching the upper echelon of management?

Beth: Put simply, having more women at the top means our senior leadership teams are much stronger as a whole. And this is our greatest challenge going forward, too. How do we continue to propel more women into these leadership positions? Because when both women and men are represented equally and working together, the whole team thrives in a way that it simply couldn’t before and that means the business thrives. The genders bring different strengths to the table and it’s this complementary effect that drives the team performance to a higher level.

Adforum: What do you consider the biggest personal achievement in your career that still fills you with the most pride?

Beth: When I became the President of The Martin Agency. It was a pretty special moment for me. While I was certainly thrilled personally, I can’t tell you what a high it was to be representing all the women at my agency. Reading the emails and notes from my female colleagues and from women I didn’t even know was about as good as it gets. These women truly lifted me up and I found myself wanting to make all of them proud.

And I still do.

AdForum: How do you find the best work-life balance to help you stay productive and creative at work and to help you live a happy, sane life outside of the office?

Beth: I wish I could say I’ve found that magic formula. Has anyone?

There’s never a perfect work-life balance and I’ve learned over the years that the best way to deal with that, is to just roll with it a little more and try not to sweat the small stuff.

I’m a type-A, list-making, planner who loves crossing things off a list. Every day. My list is always long (yes, I do that to myself) and there are many days when I don’t get through it. And I’ve learned that’s ok.

Plus, there’s always tomorrow.

AdForum: Was there a job you had at one point, outside of advertising, that prepared you most for success later in life?

Beth: I was a waitress throughout my college years and that job taught me so much about life in general. How to be patient, how to be a strong communicator, the art of listening, the importance of kindness. And, of course, the feeling of accomplishment one gets from working hard at something.

Hmmm, sounds a lot like this business…

AdForum: Can you reflect on a mentor that helped guide you in your career and tell us what made them special?

Beth: He was a coach and role model who led by example.

He believed in me and let me know that. All the time. He never doubted what I was capable of, even when I sometimes did.  Feeling his confidence in me - his belief in me - gave me the confidence I needed to achieve great things.

A mentor’s greatest gift is believing in the person he/she is mentoring.

AdForum: How do you as a successful woman in your industry plan to inspire the next generation of women? 

Beth: The way I always have.

By showing them what’s possible and working hard on their behalf.

By having conversations and being open and honest about the issues, concerns, etc.

And leading by example.

AdForum: In a few words, what advice do you have for women entering the advertising industry?

Beth: I was just having this conversation with a soon-to-be female college graduate last week. I always try and keep the advice pretty simple:

-        Listen to all points-of-view.

-        Assume positive intent.

-        Find your voice.

-        Enjoy the journey.

Link to 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.

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Posted By: The Martin Agency