The Martin Agency adds 'earned media' practice

By Tammie Smith

Facebook likes and shares, Twitter retweets and general social media chatter and buzz about a product can matter just as much for brands as paying for million-dollar prime-time commercial spots.

That’s the idea behind a new Cultural Impact Lab practice at The Martin Agency, focused on making sure clients’ products are being talked about in popular culture.

Housed within the creative department, the new practice is led by new hire Jaclyn Ruelle, senior vice president and managing director for cultural impact and brand communications, in partnership with Greg Fischer, head of communications and engagement strategy.

The practice combines paid media, communications strategy and agency communications divisions.

“The bar is higher today. Bringing the power of earned (media) into the creative process is the sweet spot and will jolt consumers into action,” Ruelle said.

A Richmond native, Ruelle joined Martin in January after nearly nine years with sister agency MullenLowe, both part of the Interpublic Group of Companies. At MullenLowe, she most recently was a senior vice president and group account director, working across a variety of brands including Zappos and E*Trade, and won Cannes Lions awards for American Greetings World’s Toughest Job and JetBlue FlyBabies campaigns.

Fischer has been with Martin since 2016.

“Greg and I will be connected at the hip as best as possible,” Ruelle said. “In order to truly create impact, our disciplines in the earned and paid media worlds should go hand in hand."

Dominga Gardner, cultural engagement director, and Britt Flippo, the agency’s former corporate communications lead, are also on the new team. Working under Fischer's lead are Taylor Grimes, group director of communications strategy, and Michelle Daidone, group media director.

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