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The Martin Agency

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The Martin Agency
Company typeSubsidiary
IndustryBusiness Services
Founded1965 (1965)
FounderDavid N. Martin, George Woltz
HeadquartersRichmond, Virginia, U.S.
Key people
Kristen Cavallo, CEO; Danny Robinson, Chief Creative Officer, Chris Mumford, President; Carmina Drummond, Chief Culture Officer; Janet White, CFO; Elizabeth Paul, CSO; Jerry Hoak, ECD and MD; Tasha Dean, EVP, Head of Production
ProductsAdvertising and marketing
Number of employees
475 (approx.)
ParentInterpublic Group of Companies
Websitewww.martinagency.com

The Martin Agency American advertising agency based in Richmond, Virginia, that is part of the Interpublic Group of Companies. The company's CEO is Kristen Cavallo.[citation needed]

History

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.[1]

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,[2] 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.[1]

In 1986, Scali, McCabe, Sloves purchased a majority interest in The Martin Agency. Scali, McCabe, Sloves[3] 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 June 2021) includes GEICO (since 1995), OREO, UPS, Unilever’s AXE brand, RITZ, DoorDash, Buffalo Wild Wings, CarMax, Hanes, Century 21, Gap Inc.’s Old Navy, Terminix, TIAA, Three by Berkshire Hathaway, Happy Egg, Tracfone, Penske, Virginia Tourism, Busch Light, Sabra, Nerf, Clue, Santander, Science Moms, Donate Life, Now Upon a Time and the JFK Museum and Cultural Center 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.[4]

Previous agency clients include: Walmart, 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."[1]

In 2020, Adweek again named The Martin Agency as its "U.S. Agency of the Year.".[5] Danny Robinson became the Agency's Chief Creative Officer in this year as well.[6]

In 2021, Adweek named The Martin Agency as its "U.S. Agency of the Year,"[7] 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.[8]

Notable campaigns

Coinbase Super Bowl ad controversy

In February 2022, The 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.[14]

The incident prompted a wider dialogue within the industry about how agencies are treated.[15]

Awards

References

  1. ^ a b c LLovio, Louis (2012-10-03). "David N. Martin, the Godfather of Richmond advertising, dies at 82". Richmond Times-Dispatch. Retrieved 2012-10-16.
  2. ^ Bond, Jane and Marvin. "The story behind "Virginia Is for Lovers"". Recreation News. Retrieved 2021-12-07.
  3. ^ "Scali, McCabe, Sloves". Ad Age. 2003-09-15. Retrieved 2021-12-07.
  4. ^ GrinerFebruary 5, David; 2019. "How Geico Became the One Advertiser It's OK to Love". Retrieved 2021-12-07. {{cite web}}: |last2= has numeric name (help)CS1 maint: numeric names: authors list (link)
  5. ^ a b "The Martin Agency is Adweek's 2020 U.S. Agency of the Year".
  6. ^ "Martin Agency Names Danny Robinson as CCO".
  7. ^ a b ago, Jameson Fleming21 hours. "The Martin Agency Is Adweek's 2021 US Agency of the Year". Retrieved 2021-12-06.{{cite web}}: CS1 maint: numeric names: authors list (link)
  8. ^ a b "The Martin Agency charged ahead during the pandemic". Ad Age. 2021-06-07. Retrieved 2021-12-07.
  9. ^ Rob Walker.[1] "Pop-Culture Evolution" The New York Times. April 15, 2007. Retrieved February 4, 2012.
  10. ^ Stuart Elliott.[2] "Geico's Lizard Offers a New Message of Reassurance" The New York Times. February 18, 2009. Retrieved February 4, 2012.
  11. ^ "The 25 Best Ads of 2020".
  12. ^ "UPS unveils 'What can brown do for you?' ad campaign".
  13. ^ "Geico: The Best of Geico by the Martin Agency".
  14. ^ Griner, David; ago, Jameson Fleming17 hours. "Martin CEO Publicly Calls Out Coinbase Over QR Super Bowl Ad". Retrieved 2022-02-22.{{cite web}}: CS1 maint: numeric names: authors list (link)
  15. ^ "Coinbase's Super Bowl ad controversy sparks call for change on how agencies are treated". Ad Age. 2022-02-23. Retrieved 2022-02-24.
  16. ^ Eleftheria Parpis.[3] "The Martin Agency: US Ad Agency of the Year 2009"] Adweek. January 25, 2010. Retrieved January 30 2012.
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