Striking a Balance Between ROC and ROI and Other Reflections From This Year's Young Lions Account Executive Academy

July 01, 2015

By Cori Kaylor, Account Executive

My mind and Moleskine are overflowing with notes, excitement and inspiration from the past week in Cannes. During the Young Lions: Account Executive Academy, I interacted with thought leaders, who shared their insight and experience, and listened to seminar speakers, who shed light on the future of our industry. However the “stickiest” lesson was shared by Academy Dean Kevin Allen, who emphasized the importance of emotional intelligence.

As the week progressed the influence of emotions proved to be a reoccurring theme, culminating in CMO of Unilever Keith Weed’s seminar. Weed explained that 85% of decisions are (subconsciously) driven by emotional rather than rational motives. This underlines the importance of eliciting an emotion through advertising.

It is our job as the account team to help clients navigate the creative and understand how the work helps them achieve both their emotional agenda and their rational goals. Only once clients value the power of provoking emotions such as happiness, empathy, empowerment, etc., will we be able to balance ROC (return on creative), with ROI.

During the Academy’s McDonald’s pitch, our team’s concept was motivated around the emotional aspect of the brief. The concept was selected as the winner by McDonald’s senior marketers, Matt Biespiel and Sosti Ropaitis, and global ECD Richard Russell, because it not only addressed the issue at hand, but also left an emotional impression on the consumer.

It is tough to strike a balance between ROC and ROI, but that intersection is where the most influential and memorable work is created.

First day of the Young Lions: Young Account Executive Academy

Winning pitch team with the McDonald’s team and our "Canned Lions”

Posted By: The Martin Agency

5 Things to Take Away From This Year's Titanium & Integrated Winners at Cannes

June 29, 2015

Adweek, By Michael Canning

Dan Wieden created the Titanium Lions in 2003, it was described simply as "the way forward." I got the chance to judge the Titanium & Integrated Lions at Cannes this year. Here's what I took away from the week.

1. What is Titanium?

Our jury set out with the fairly ambitious hope that we would find a few gems of work that were hard to define in any other categories at Cannes.

Our Titanium Grand Prix was ultimately a piece the jury felt was the most of the moment in the world of communication from a brand right now—"Emoji Ordering" from Domino's. A brutally simple idea recently launched in the U.S. that makes ordering pizza both faster and social. It's a business idea and shows how creativity is more relevant in growing a brand than ever.

The definition of Titanium as a category keeps evolving each year, but what I take from this year's winners is that creating work that you can't define in a category because it's just that new is a pretty good ambition to start with.

2. Will anyone care?

Seriously. Why will anyone give a damn? As creative problem solvers, I think this is the most important question we can ask ourselves of any idea. People need to care about it.

This year the work we awarded across both Titanium and Integrated all had a genuine human purpose built into it—whether it created an actual "thing" like a utility, a cultural moment or a product like Red Sox "Green Monster." The best work transcended advertising and gave people something of more value.

Benjamin Moore "Red Sox: Green Monster"
The Martin Agency, Richmond, Va./Element Boston
Silver Lion

3. Brands becoming better citizens.

There were a few great examples this year of brands that are doing good in the world, but good beyond just "public service" or "corporate social responsibility." Brands are doing good as a core component of their marketing, or what we at 72andSunny call brand citizenship.

An example of a Titanium Lion we awarded was the "Clever Buoy" for Australian telecommunications brand Optus. It's an environmentally friendly way to detect sharks at beaches via satellite. As an Australian who has seen a couple of sharks, I'm all for innovations like this because it's giving me something way more than an ad campaign, but from a marketing point of view it's also at the core of the brand.

4. Integrated and cultural impact.

A lot of integrated cases entered were a bit like a checklist of different channels executed, which isn't what should define integrated media. I think the best integrated campaigns the jury saw this year used a mix of channels to create cultural impact at scale.

The Integrated Grand Prix, "Re2pect" by Jordan Brand, and Newcastle Brown Ale's "Band of Brands" Super Bowl campaign were the standout examples. Each piece of media amplified the idea in a relevant way to create a big cultural moment.

5. A titanium tooth.

Among some very smart Titanium and Integrated winning work, we loved that there was one idea that was just pure ridiculous fun (and smart). The Cerveza Salta "Beer Tooth Implant" was one of the most surprising ideas of all the work, and its pure audacity was what made it a Titanium Lion winner.

Our jury was very sensitive to any work that may have been created for the purpose of winning an award, so looking into this piece we discovered it is a legitimate act the brand has created. And while it's an execution that lives inside the mouths of a handful of rugby players, the ultimate relevance is that it definitely got tongues wagging among the target audience and media.

This is a brand that knows what men who've lost a tooth could really use. Hopefully the tooth itself is made of titanium.

Continue to Adweek.

Posted By: The Martin Agency

The World's 23 Best Commercials of 2014-2015

June 29, 2015

Adweek, by Tim Nudd

Now that the 2015 Cannes Lions festival is over, we're going to spend a few days recapping some of the winners. We'll start with everyone's favorite—the Film and Film Craft winners. Check out all 23 spots below, and tell us your favorite.

• Client: Geico
"Unskippable: Family Long Form 01"
Entrant: The Martin Agency, Richmond, Va.
Production Company: Park Pictures New York
Grand Prix in Film

Continue to Adweek for additional 22 pieces of work.

Posted By: The Martin Agency

Love Won

June 28, 2015

We did it, marriage equality has come to the United States!

Together, with Tie the Knot, we were able to get hold of the Supreme Court Justices before they made their decision. So now it's time to tie the knot from sea to shining sea.

Thank you for all your support and for helping to show the Justices how many real lives will be affected by their marriage equality decision.

Why not thank the Justices by inviting them to your wedding? Make a save the date, share online and celebrate.

Posted By: The Martin Agency

GEICO Nabs a Film Grand Prix at Cannes -- With a Pre-Roll Ad

June 27, 2015

Ad Age, by Ann-Christine Diaz

In a move that may spark a welcome sea change in the snooze-worthy arena of pre-roll advertising, the Cannes Lions International Festival of Creativity Film Jury awarded one of its top prizes to a mold-breaker in the category: a spot from Geico's "Unstoppable" campaign that dares viewers to try and stop watching ads in which "nothing" happens. The jury also bestowed the honor on a beautiful Leica film that brought life and historic weight to the challenged field of photography, while the Film Craft jurors gave the category's top prize to John Lewis' heart-tugging Christmas ad starring a boy and his pet penguin Monty.

What won:

Geico topped the Non-Television category. Its pre-roll, "Family," created by The Martin Agency and directed by Park Pictures' Terri Timely, put a hilarious twist on the typically boring genre and features a family sitting at the dinner table with the Geico logo plastered boldly in the middle of the frame. Seconds into the ad, a voice-over announces, "You can't skip this Geico ad because it's already over," and mid-action, the family stops, except for the dog, who proceeds to devour every bit of food on the table. Although nothing much happens beyond that, the ad gets progressively funnier since it's blatantly obvious that the actors in the scene are simply holding their poses as the dog carries on. (See long version here, ironically, following a pre-roll.)

Continue to Ad Age.

Posted By: The Martin Agency

Andy Azula Named ECD

June 19, 2015

Today, we announced that Andy Azula has been promoted to ECD.

During his 10 years at Martin, Andy has led the creative on several accounts such as UPS, Pizza Hut, Manpower Group, Experian, Exxon, Kraft and most recently Microsoft.

While working on UPS, Andy became part of its advertising campaign as the "Whiteboard Guy" and appeared in over 50 television commercials.

Congrats, Andy!

Posted By: The Martin Agency