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

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

Martin NY MD Talks Diversity in the Industry

January 25, 2017

Equality Within Creativity: Ad Agencies Work Toward Greater Gender Diversity

When national organization She Runs It (formerly Advertising Women of New York, founded in 1934) partnered with EY and LinkedIn on a global study called "Accelerating the Path to Leadership for Women in Marketing and Media" to analyze the differences between men and women as they progress in their careers in the industry, the results were somewhat surprising: Nearly 50 percent of employees at media and creative agencies are women at the entry level, but that number then drops—in a hockey-stick pattern—to just 25 percent at the executive leadership level.

The study—which encompasses nearly 4 million people and more than 4,000 companies across seven subsectors—promoted the proverbial eyebrow raise around “the pervasive and dramatic angle of the hockey stick,” says She Runs It president and CEO Lynn Branigan. “Companies look at that and they’re baffled. They know what’s happening but they’re not sure why, and they’re not quite sure what to do about it.” 

“I believe even over the last couple of years, the drop-off has become worse,” says Amber Guild, managing director of Martin NY. “Something is clearly going on.”

Click here for full article.

Posted By: The Martin Agency

GEICO Takes Top Spot in Ad Awareness Ranking

January 24, 2017

Geico takes No. 1 spot on YouGov's first-ever 'Ad Awareness' ranking

by Kathryn Luttner

New survey reveals a gap between what brands spend and what viewers remember seeing.

With $1.28 billion spent on paid advertising in 2015, Geico doesn’t come close to cracking the list of the world’s 10 most prolific advertisers. But the insurance company with the famously quirky ads nonetheless grabbed the No. 1 spot in YouGov BrandIndex’s first-ever Ad Awareness Rankings, beating out bigger spenders like Verizon Wireless (No. 2) and AT&T (No. 4).

The new rankings are based on an always-on digital survey that poses a single multiple-choice question: Have you seen an ad from this brand within the past two weeks? Geico’s media spend indicates it should rarely have been the most popular answer. But the results suggest there is a gap between what viewers see and what they remember.

Click here for full article.

Posted By: The Martin Agency