Martin Agency Wins GolfNow

February 02, 2018

GolfNow Books the Martin Agency for Consumer Brand Engagement
February 1, 2018

First work to break during NBC Sports’ Super Bowl LII pre-game programming

The Martin Agency and GolfNow announced today they will partner on a new consumer and B2B project that will include strategic planning plus broadcast, digital, and social creative.

GolfNow, headquartered in Orlando, Fla., is among the suite of digital businesses managed by Golf Channel and is part of the NBC Sports Group. The technology and services company incorporates the world’s leading golf tee-time marketplace with more than 3.5 million registered users.

“The Martin Agency not only has a proven track record of delivering world-class ideas that build businesses, but also a deep understanding of golf from its 20-plus years of working in the category,” said Jeff Foster, Senior Vice President, GolfNow.  “We’re excited to find a partner that not only can help us show how the technology we provide golf courses can better connect golfers with the game they love, but also shares our passion to help grow the game by inspiring more people to play more often.”

Martin was chosen for the assignment following a three-month review that included six undisclosed agencies with three competing in the final round. Budgets were also undisclosed.

“Mobile and digital technology are revolutionizing every business and golf is no different. GolfNow is leading the way in bringing that technology to life. When the rest of the world is telling you to prioritize everything else, we are telling you to play unapologetically,” said Kristen Cavallo, CEO of The Martin Agency. “For our team of passionate communications pros who also happen to be avid golfers, working with GolfNow is a dream project.”

The Martin Agency’s inaugural GolfNow work centers around the finding that every golfer wishes they could play more, but often let excuses get in the way. As part of the launch, Martin created four videos depicting cautionary tales of golfers who aren’t golfing. One features a golfer who’s been raking leaves for eight years straight, while another depicts an office worker who’s stuck in a gif-like loop at his desk. The line “Why golf later when you can GolfNow?” punctuates each spot. The first spot will premiere during NBC’s Super Bowl pre-game programming on Feb. 4.

Posted By: The Martin Agency

Karen Costello Named Chief Creative Officer

January 26, 2018

The Martin Agency announced today that Karen Costello has been named chief creative officer, the first female CCO in the company’s 53-year history. 

Costello, who joined the agency as executive creative director in mid-2017, was charged with leading creative for all Mondelēz business, both global and domestic – a brand portfolio that includes OREO, RITZ, GOOD THiNS and Chips Ahoy!, and will remain on that business in addition to leading the agency’s overall creative efforts.

She and Jerry Hoak, formerly of Droga5, had taken interim lead creative roles in December of last year following the departure of former CCO Joe Alexander. Jerry will continue to have an elevated leadership role with a promotion to executive creative director and managing partner. 

Says Costello of her new role, “To have the opportunity to lead and work alongside some of the smartest, most talented and hugest-hearted humans in this industry is a privilege and an honor. Creating positive impact and change has also always been a huge part of what drives me so the added opportunity to work alongside a change agent like Kristen Cavallo, who shares that drive, just makes me even more excited to get to work.”

“What do Christiane Amanpour, Hoda Kotb, Robin Wright, Tina Smith, Bozoma Saint John and Karen Costello have in common? They are supremely talented women in their fields, who were there all along, ready to lead,” said Kristen Cavallo, CEO for The Martin Agency. “This isn’t overcorrection or an optics play. This is earned. This is preparation. This is opportunity, grabbed. I’m so excited for what’s ahead, I can’t stop grinning.”

Prior to joining Martin, Costello was executive creative director for Deutsch in Los Angeles, where she helped grow their office from 13 people to over 400 in its first few years and more recently had led creative for accounts including Target, Georgia-Pacific and Zillow.

During her 25-plus years in advertising, Costello has launched brands, created iconic, long-running campaigns and touched just about every category in marketing from cars to fashion to music.  

She has always loved a good challenge, and much of her recent creative work involved doing things that hadn’t been done before such as creating the first ever “living catalog” – a 24/7 live streaming event for Target’s Back to College, having kids create an entire back-to-school campaign and making history with the first music video ever created live on TV for Target and Gwen Stefani during the Grammys.

As the recipient of countless industry awards, Costello repeatedly appears on top creative lists, and most notably was named #3 on Business Insider’s list of top creative women in advertising.

Costello is a strong advocate of using creativity as a driver to create social change, inside and outside of the agency world. She has encouraged the creation and support of leadership roles for women in advertising, delivered keynotes nationwide about leveling the industry’s playing field, helped create humane work environments, built volunteer workforces to address local community needs, and worked on political campaigns.

Posted By: Karen Costello

Karen Recaps Advertising in 2017

January 18, 2018

SHOOT's 2017 Year End Survey: Positive & Proactive

A look back at 2017, brands pushing back against negativity, and the promise of AI, AR

By SHOOT Staff Reporter

2017 has been a trying year. Political divisiveness on the rise, civility seemingly in decline. Sexual harassment coming to the fore in entertainment, media and the body politic. Those narrow of mind and short on tolerance emboldened to spew forth hate speech and scapegoating, coming to a tragic escalation one weekend in Charlottesville.

Yet out of the negativity, brands are among those finding their voice and pushing back, espousing positive values and addressing issues—as reflected in SHOOT’s Year-End Survey of ad agency creatives and professionals. For example, Karen Costello, executive creative director of The Martin Agency, said she and her colleagues at the shop are committed “to do more work that creates positive change and social impact. Just recently, after the tragedy in Charlottesville here in Virginia, we created a simple but powerful message of inclusion based on the ‘Virginia is for Lovers’ tagline created by the agency years ago.

The Martin Agency built upon that nearly 50-year-old tourism slogan with the added line “Virginia is for everyone” along with the hashtag #standforlove.

“It immediately resonated with people and took on a life of its own,” continued Costello. “As agencies and brands, we have incredible opportunities to affect change, and that inspires and energizes me greatly.”


What industry trends or developments were most significant in 2017?

One big trend is not necessarily a new one, but its massive importance and scale in the last year is unignorable—and that’s the voracious appetite for video content. This has led to some really great content and some not so great content. It’s led to compelling brand messages and fractured ones. With smaller agencies and content creators popping up almost every day, it’s a wild world out there with no end in sight.

Gazing into your crystal ball, what do you envision for the industry—creatively speaking and/or from a business standpoint—in 2018? (can focus on advertising, entertainment, production or post)

I envision more brands working to find their true north – their purpose or their “why” as they endeavor to rise to the shared values expectations of consumers.

I envision a lot more video content creation coming from all over the map and the continued land grab this creates across the industry.

What’s your New Year’s resolution, creatively speaking and/or from a business standpoint, for your company, agency or division? Do you have a personal New Year’s resolution that you can you share? And if you like, tell us briefly about a project you’ll be working on in early 2018?

My personal new year’s resolution is not dissimilar from the resolutions of many at The Martin Agency and that is to do more work that creates positive change and social impact. Just recently, after the tragedy in Charlottesville here in Virginia, we created a simple but powerful message of inclusion based on the Virginia is for Lovers tagline created by the agency years ago. It immediately resonated with people and took on a life of its own. As agencies and brands, we have incredible opportunities to affect change and that inspires and energizes me greatly.

Link to full article here.

Posted By: The Martin Agency

Martin Lands #3 On 2017 YouTube Ad Leaderboard

January 17, 2018

Here Are the 4 Creative Agencies That Ruled YouTube in 2017


January 10, 2018

Each month, Google and Adweek present the YouTube Ads Leaderboard, a listing of the 10 most-watched commercials on YouTube in the prior month—with the caveat being that the spots must have significant organic views, not primarily paid views.

Google has now looked through all of the 2017 Ads Leaderboards and identified the creative agencies that placed the most spots on the monthly lists throughout the year.

Below are the results.

Runner-Up: The Martin Agency

YouTube Ads Leaderboard placements in 2017: 4

Sample spot: Geico – Triangle Solo

When was the last time you noticed the triangle player in an orchestra? The Martin Agency took an often neglected instrument and gave it a moment in 2017. The ad was watched by millions and even inspired a series of equally funny parodies across YouTube.

Link to full article here.

Posted By: The Martin Agency

SHOOT Names GEICO Game Night Top Video of 2017

January 17, 2018

Comedy Spots Dominate SHOOT's Ten Most Watched Videos of 2017

A rundown of the top 35 videos of the year from our ScreenWork gallery

By Shoot Staff Reporter

Of the 10 most viewed SHOOT videos of 2017, eight were marked by humor, perhaps reflecting the need for comic relief during what many regard as serious, trying times for society at large. 

Indeed the need to get away from it all was the theme driving the entry which generated the most views of’s “Kindergarten” directed by Jared Hess of Community Films for Deutsch. In the spot, a beleaguered kindergarten teacher surrounded by classroom chaos talks of how she values her precious vacation time, which she gets the most out of thanks to

The second most viewed SHOOT video of 2017 yielded more comedy--Little Caesars’ “#1 Dad” directed by Mike Warzin of production house Arts & Sciences for agency Barton F. Graf, New York. In this commercial, a dad pays the price for not bringing home the Little Caesars “Extra Most Bestest” pizza which has the most cheese and pepperoni at an unbelievably low pricetag. Going to somewhere other than Little Caesars and paying more for less toppings is a big mistake. A father makes this mistake and as a result, his son demotes him, stripping the #1 off his cap. So the “#1 Dad” is demoted to just “Dad.”

The year’s #3 entry, Lexus’ “Man & Machine,” takes a break from comedy and moves into the visually driven, stylized arena compliments of director Jonas Akerlund via Serial Pictures for agency Team One. “Man & Machine” features dancer Lil Buck and the single from Sia titled “Move Your Body.” The spot parallels the relationship between the shapes and movements of the human form and the power and athleticism of Lexus’ most premium models. Minnie Driver debuts as the new voice of Lexus, introducing the new global tagline, “Experience Amazing.”

Finishing fourth and returning to the comedy discipline in SHOOT’s 2017 video derby was Nissan Titan trucks’ “No Lazy Horses” directed by the Traktor collective of production houses Supply & Demand and Traktor for TBWA\Chiat\Day New York. When a guy’s truck conks out, he lifts up the hood to reveal how powerless his horsepower had made him. Under the hood are hybrid human/horse characters (actually folks in cheesy horse costumes) who are lazy and insist that in order to rev up they need the gent to sing a ridiculous “Pretty Pretty Pony” song and then accompany it with a dance. At the mercy of his “lazy horses,” the man sings and dances only to be seen by the driver of a Nissan Titan truck who stops to lend a hand, thus rescuing our song-and-dance man. TBWA\Chiat\Day turned to humor in a product category not known for it. Titan disrupted the myth that to be a serious truck, you need serious advertising. Comedy appeals to the younger truck buyer--as does the Titan which sports a customer base that has tapped into the GenX demographic.

GEICO continues the laughter with the #5 entry, “Game Night” directed by Randy Krallman of Smuggler for The Martin Agency, Richmond, Va. In the piece, a neighborhood game night gets a little tense as people become a bit exasperated as they try to guess what a sloth is drawing (at a painfully slow pace). At the end of the ad, a spokesperson relates: “As long as sloths are slow, you can count on GEICO saving folks money.”

Posted By: The Martin Agency

Discover Financial Airs Its First Six-Second Spot

November 28, 2017

Marketing Daily

Discover Financial Airs Its First Six-Second Spot 

by Tanya Gazdik

There are long-form and short-form ads. Now there are really short form ads.  

Discover Financial debuted its first six-second TV commercial during the Ohio State vs. Michigan football game on Nov. 25. The company is the first in the financial industry to move forward with this new type of TV advertising, according to Discover Financial.

The spot, created by The Martin Agency, aired twice during the game and will air twice more during the Big Ten Championship game Dec. 2 on Fox. Spark Foundry negotiated the contract with the Big Ten for Discover’s sponsorship, which included the 6-second spots.

The goal of the spot is to show the excitement and joy Discover’s Cashback Match program can bring to a new cardmember, says Vijay Konduru, Discover’s vice president of media and sponsorships.

“There is a nod to brand reinforcement in the sense that it plays off our doppelganger theme between cardmember and call center agents, but ultimately we are hoping that the six-second spot, in combination with our 15s and 30s, drives long-term consumer consideration for Discover,” Konduru tells Marketing Daily.

The goal is to place a 30-second spot in the first quarter. The next break will show an in-game billboard lead into the six-second spot.

“This process should repeat itself in the third quarter as well,” Konduru says. “We want the combination of the 30-second spots, the in-game billboards, as well as the six-second spot to effectively connect with consumers.”

It’s too soon to say whether a six-second spot as a standalone unit is effective, he says.

“What we are excited for is to use the six-second concept in conjunction with our 15 and 30s, and in the case of the Big Ten Football Championship Game, with our in-game billboards,” he says. “The key for us is how these units can work together to tell a cohesive story to our audience.”

Before looking at the programming placement of a six-second spot, Discover Financial needs to make sure the spot itself is resonating with a wide-reaching audience. 

“We also need to make sure it supports the more traditional 15- and 30- second spots it’s working with,” Konduru says. “If the combination tests well, tells a good story, and delivers a clear message, it should be able to be placed on a variety of shows and platforms.”

The company will listen to the consumer when it comes to deciding which commercials to use. 

“We are always looking at data and listening to feedback for insights allowing us to better serve the consumer,” Konduru says. “That customer-first approach drives our business, including our marketing and advertising decisions."

Read full article here.

Posted By: The Martin Agency