The Martin Agency Names Elizabeth Paul Chief Strategy Officer
“This is a significant moment for us,” says Martin Chief Growth Officer Michael Chapman. “Elizabeth’s well-regarded for pioneering new ways of studying, influencing and creating culture.”
At MullenLowe, Paul was one of the youngest CSOs in the industry, as well as a three-time winner of the Jay Chiat Award—the industry’s highest award for strategic excellence, for championing creative and predictive capabilities through social strategy and data science groups. Take Burger King’s rambunctious social antics: In the past 12 months alone, her teams garnered $89 million in earned media for the fast-food royal with zero dollars spent in paid social. Paul’s thinking also bolstered brands like Jet Blue, E*TRADE and Grey Goose.
A triple threat for melding creativity, data and diversity—Paul’s ability to turn strategy into the cultural engine of an agency will be paramount at Martin. In her new role, Paul will embed the agency’s Cultural Impact Lab—a fusion of earned and paid media and communications specialists—at the core of the creative process. “I was drawn to Martin’s mission to help brands hijack culture to fight invisibility,” shares Paul. “We are in the business of creating cultural goods. In the pop-cultural landscape, brand can be polluters or contributors.”
Paul joins as the ninth member of the agency’s executive leadership team, securing gender equality at the highest levels of the company:
- The executive team is now 55% female
- Staff leadership is 50% female
- Women represent 40% of the creative department
“Two years ago, we made a bet that our internal culture would have a measurable impact on our external success” says Carmina Drummond, chief culture officer at The Martin Agency. “In addition to gender pay equity and extended parental leave, we have increased racial diversity by 50% and are a far better company for it—our creative is more impactful and yields better results for our clients.”
Strategic Shifts
Until Paul’s arrival, Michael Chapman dually-served as the agency’s CSO and chief growth officer.
Through Chapman’s leadership, Martin quadrupled their win rate in 2019 (all AOR wins that include: Buffalo Wild Wings [digital and international], CarMax, DoorDash, UPS and Twisted Tea). On the heels of that success, Chapman is fully-assuming the role of Chief Growth Officer.
“Agencies are brands too, which can be forgotten in efforts to make our clients’ brands famous,” says Martin Agency CEO Kristen Cavallo. “Entrusting a strategist with our growth ensures we attract clients who share our mission and beliefs. It’s been said that we are the average of the five people we spend the most time with. Michael makes sure we spend our time with clients who positively impact our people and company.”
“Likewise, Elizabeth’s the builder who can challenge the hell out of how we think, listen and make—sharpening how Martin lives out its mission to impact culture to impact sales,” adds Chapman.
