The Martin Agency

Last updated
The Martin Agency
Company type Subsidiary
Industry Business Services
Founded1965 (1965)
FounderDavid N. Martin, George Woltz
Headquarters Richmond, Virginia, U.S.
Key people
Danny Robinson (CEO); Jerry Hoak, (Chief Creative Officer); Elizabeth Paul (Chief Brand Officer); Michael Chapman (Chief Client Officer); Adrienne Cleveland (Chief Operations & Culture Officer); Janet White (Chief Financial Officer); Tasha Dean (Chief Revenue Officer); Alanna Strauss (EVP, Entertainment and Culture Impact Lab); Britta Dougherty (EVP, executive partner, global); Walker Teele (EVP, executive partner, open architecture); Ashley Marshall (EVP, executive creative director); Jordi Martinez, (EVP, executive creative director)
Products Advertising and marketing
Number of employees
475 (approx.)
Parent Interpublic Group of Companies
Website www.martinagency.com

The Martin Agency is one of the top American creative advertising agencies. A holding of the Interpublic Group of Companies, Martin is long-known for helping brands "impact culture" [1] in the United States and internationally. The company's chief executive officer is Danny Robinson [2] and its chief creative officer is Jerry Hoak. [3]

Contents

History

Headquarters of the Martin Agency in Shockoe Slip Richmond, Virginia (8127370104).jpg
Headquarters of the Martin Agency in Shockoe Slip

The Martin Agency was founded as Martin & Woltz in Richmond, Virginia in 1965 by David N. Martin and George Woltz. [4]

The development of the "Virginia is for Lovers" tagline, one of the most recognized taglines in the tourism industry and beyond, launched the trajectory of the agency. Written in 1969 by copywriter Robin McLaughlin, [5] the slogan entered the Madison Avenue Walk of Fame in 2009.

Martin and Woltz divided the firm in 1975 and Martin renamed the company The Martin Agency. [4]

In 1986, Scali, McCabe, Sloves purchased a majority interest in The Martin Agency. Scali, McCabe, Sloves [6] was acquired by Lowe Group in 1993. The Interpublic Group of Companies (IPG) bought controlling interest in The Martin Agency in 1994. The Martin Agency was previously under McCann Worldgroup and is currently part of the MullenLowe network at IPG.

The agency’s current client roster (as of February 2024) includes GEICO (since 1995), OREO, Bud Light Seltzer, UPS, Google, Gold Bond, Hanes, Papa Johns, Unilever’s AXE brand, RITZ, DoorDash, CarMax, Hanes, TIAA, Royal Caribbean, Gap Inc.’s Old Navy, Sanofi, ScottsMiracle-Gro, Virginia Tourism, Busch Light, Nerf, Clue, Santander, Donate Life America (pro-bono), Skrewball Peanut Butter Whiskey, Timberland PRO, UScellular, and others.

The Martin Agency and GEICO are credited with pioneering a new way of advertising in the insurance category in the early 1990s, spawning a list of imitators in the category. [7]

Previous agency clients include: Walmart, Buffalo Wild Wings, Discover, NASCAR, Mercedes-Benz, Pizza Hut, Saab, Wrangler, CarFax, The Learning Channel, the American Cancer Society and others.

In 2009, Adweek named The Martin Agency as its "U.S. Agency of the Year." [4]

In 2020, Adweek again named The Martin Agency as its "U.S. Agency of the Year.". [8] Danny Robinson became the Agency's Chief Creative Officer in this year as well. [9]

In 2021, Adweek named The Martin Agency as its "U.S. Agency of the Year," [10] only the third agency to win the honor in back-to-back years. Ad Age named The Martin Agency #8 on its annual A-List. [11]

In 2023, Ad Age named The Martin Agency as its "Agency of the Year." [12]

Notable campaigns

Coinbase Super Bowl ad controversy

In February 2022, former Martin Agency CEO Kristen Cavallo criticized Coinbase CEO Brian Robinson for not acknowledging the role that agencies had played in the creation of its Super Bowl ad. [20]

The incident prompted a wider dialogue within the industry about how agencies are treated. [21]

Awards

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References

  1. ↑ "About". 2024-02-13.
  2. ↑ "THE MARTIN AGENCY PROMOTES DANNY ROBINSON TO CEO". The Martin Agency. 2024-01-30. Retrieved 2024-02-13.
  3. ↑ "The Martin Agency Names Jerry Hoak Its New Chief Creative Officer". 2024-01-01.
  4. 1 2 3 LLovio, Louis (2012-10-03). "David N. Martin, the Godfather of Richmond advertising, dies at 82". Richmond Times-Dispatch . Retrieved 2012-10-16.
  5. ↑ Bond, Jane and Marvin (29 April 2019). "The story behind "Virginia Is for Lovers"". Recreation News. Retrieved 2021-12-07.
  6. ↑ "Scali, McCabe, Sloves". Ad Age. 2003-09-15. Retrieved 2021-12-07.
  7. ↑ Griner, David (February 5, 2019). "How Geico Became the One Advertiser It's OK to Love" . Retrieved 2021-12-07.
  8. 1 2 "The Martin Agency is Adweek's 2020 U.S. Agency of the Year". 7 December 2020.
  9. ↑ "Martin Agency Names Danny Robinson as CCO". 19 August 2020.
  10. 1 2 Fleming, Jameson (6 December 2021). "The Martin Agency Is Adweek's 2021 US Agency of the Year" . Retrieved 2021-12-06.
  11. 1 2 "The Martin Agency charged ahead during the pandemic". Ad Age. 2021-06-07. Retrieved 2021-12-07.
  12. 1 2 "The Martin Agency proves the AOR is alive and well". Ad Age. 2023-03-13. Retrieved 2023-03-16.
  13. ↑ Rob Walker. "Pop-Culture Evolution" The New York Times. April 15, 2007. Retrieved February 4, 2012.
  14. ↑ "Making An Impression: 10 of The Martin Agency's Best Ads". 2015-06-26.
  15. ↑ Stuart Elliott. "Geico's Lizard Offers a New Message of Reassurance" The New York Times. February 18, 2009. Retrieved February 4, 2012.
  16. ↑ "The 25 Best Ads of 2020". 14 December 2020.
  17. ↑ "UPS unveils 'What can brown do for you?' ad campaign".
  18. ↑ "Geico: The Best of Geico by the Martin Agency".
  19. ↑ "Martin Agency, Solo Stove behind Snoop Dogg going smokeless". The Martin Agency. Retrieved 2024-02-13.
  20. ↑ Griner, David; Fleming, Jameson (21 February 2022). "Martin CEO Publicly Calls Out Coinbase Over QR Super Bowl Ad" . Retrieved 2022-02-22.
  21. ↑ "Coinbase's Super Bowl ad controversy sparks call for change on how agencies are treated". Ad Age. 2022-02-23. Retrieved 2022-02-24.
  22. ↑ Eleftheria Parpis. "The Martin Agency: US Ad Agency of the Year 2009"] Adweek. January 25, 2010. Retrieved January 30 2012.
  23. ↑ "Agency A-List".
  24. ↑ "Agency A-List 2008".
  25. ↑ "The most innovative companies in advertising in 2023". 2023-03-02. Retrieved 2024-02-13.
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