Client

{{client}}

Campaign

{{title}}

title

item's title

close

It’s What You Do

If you want to save money on car insurance, you switch to GEICO. It’s what you do.

This new campaign explores other “it’s what you do’s” from popular culture in true GEICO fashion. Like say, if you’re in a horror movie, you make poor decisions. It’s what you do.

It’s What You Do

THE Vodka

For the past 80 years, there’s one brand that has stayed true to its character. One brand that is considered the original. One brand that has earned the right to be called "the." That brand is Stoli. It’s not just "a" vodka...it’s THE Vodka. The original, the archetype, the one. And because THE Vodka speaks for itself, we’ll stop let the work do the rest.

THE Vodka

Ickey Shuffle

Former pro NFL player Ickey Woods will celebrate almost anything, cold cuts included. And now with ickeyfy.com, you can, too.  Because nothing says “good luck on that thing you did” like sending a shuffling Ickey to a friend.

Ickey Shuffle

Richmond Times-Dispatch Gets to Know Jorge Calleja

Getting to know: Jorge Calleja Acuna from The Martin Agency

Title: Executive creative director at Richmond-based The Martin Agency

Born: April 12, 1974, Mexico City

Education: Attended Universidad del Nuevo Mundo

Career: Leche Mexico (1998-2001); Six Foot Studios, art director (2001-2002); Juxt Interactive, art director (2002-2004); Exopolis, associate creative director (2004-2005); Goodby Silverstein & Partners, associate creative director (2005-2007); Wieden+Kennedy, creative director (2007-2010); Sid Lee Amsterdam, executive creative director (2010-2012); The Martin Agency, global group creative director (2012-September 2014), executive creative director (September 2014–present)

In which part of town do you live: Richmond’s West End

Best business decision: “Selling my design shop in Mexico. In 1997, I started Leche, a multimedia design shop focused on digital experimentation (The Mexperimental Project). And I loved it. But in 2001 after 9/11, the economy crashed and I wanted to see more of the world, to expand my creative journey beyond what I knew at the time. So (I) sold the shop and I moved to Houston to work at Six Foot Studios.”

Worst business decision: “Selling my design shop in Mexico. I love this global journey I have set out on and, truthfully, wouldn’t trade it if given the chance. But there is part of me that wishes I had held on to that shop. We did some great work in the short time it was open. And Mexico, of course, will always have my heart.”

Mistake you learned the most from: “I can’t name one mistake. In fact, making mistakes has become a hobby of mine. Failure can become a virtue under the right lens. If you are willing to embrace it and understand that it’s just a part of learning, I assure you, you will become relentless. Long live adversity.”

What is the biggest challenge/opportunity in the next two to five years: “For the past 50 years, The Martin Agency has done amazing work primarily in the U.S. market. My challenge now is to create world-class work that travels — work that has a global impact and a worldwide perspective.”

First job after college: “I was an assistant director for Simón Bross, a famous Mexican director and producer. He recruited me right out of college to help him create TV spots. Interestingly enough, I decided to forgo my fourth and final year of college to work for Simón. The dean of my university said I had two choices: fill a portfolio or graduate with a title. He encouraged me to chase after my portfolio and I’ve never once wished that I stayed.”

If you had to do it all over again, what would you do differently: “Easy, I would become a professional ‘fútbol’ player (that’s soccer in North America).”

Book/movie that inspired you the most: “That is a tough one-answer question. My favorite directors of all time would have to be Alfonso Cuarón (mine all time mexi-hero), Pedro Almodóvar for his art direction and Roman Polanski for his theatrical story-telling. My favorite writers are Hermann Hesse, Henry Miller and Octavio Paz.”

Favorite/least favorite subject in school: “My favorite school subject would have to be art. But surprisingly, I’ve always had a passion for physics and mathematics. I really enjoy problem solving; it’s part of my daily life. My least favorite was always related to law. Rules are no strength of mine.”

Richmond Times-Dispatch Gets to Know Jorge Calleja

The Creative Resurgence of the Account Executive

The Creative Resurgence of the Account Executive
By Hill Shore

All right, I’ll say it. This isn’t what I came here to do. I came here for the creativity and the brand-building workshops, and I came here for the afternoon brainstorms over a beer. I came here to be creative, and to think dynamically. Not for this.

Not to blindly take notes, or to organize team schedules. Not to update and double-check status reports, or to crank through emails during the breaks of a day filled wall-to-wall with meetings.

This isn’t a generational thing. Yes, I’m one of those, born between 1980 and 1995, but this isn’t a case of Millennial entitlement. Think about it. The day-to-day has always threatened the opportunities account executives have to flex their creative muscles.

We battled into the industry fueled by creative firepower, but are now so focused on maintaining daily assignments that we sit creatively stifled, considering surrender as schedule-driven cogs in the machine. I mean, were we ever actually that creative in the first place?

Hold on. We are, and always have been, excellent creative thinkers. And, while we fight the uphill battle to prove we “Millennials” are willing to pay our dues, we can’t afford to abandon that creativity. In fact, in our current positions, the implications are enormous.

If we repurpose our creativity to dynamically manage day-to-day tasks and approach every interaction with fresh thinking, we’ll create a hotbed for our own professional development. Our otherwise-mundane tasks can become a training ground for skills that will revolutionize our careers.

Consider these perspectives:

Acting as the gatekeeper of all creative feedback and revisions can teach us more than good time and file management. “Please, proofread the creative, and send along to client.” Sound familiar? We can become great process and time managers, but we have more thinking to contribute, right? Let’s write POVs on why this creative works and send THAT to the client.

We can explain why the work resonates with the Millennial target from the brief. Or better yet, let’s be the specialists on the target so we’re the authorities on why the campaign works. With time, we’ll develop an eye for great work, and build in ourselves formidable creative opinions.

Becoming comfortable with agency workflow during chaotic projects is actually a huge deal. We’re learning to build teams that don’t always follow process, and fill roles we weren’t hired to do. We’ll have to play digital producer, copywriter, project manager and planner every once in a while.

Developing a calm demeanor amid chaotic workflow will help us become steady, comforting leaders in the volatile agency world.

Delegating assignments to agency specialists can actually train us to become authoritative, multi-talented project owners. In fact, our broad access to the agency could be our biggest asset, as it teaches us to own agency opinions.

With each interaction, we can learn the details of every agency role. Shadow that planner you look up to. Have a beer with the creative who hates account management and figure out what makes them tick. At our best, we’ll be a one-person agency, able to craft creative and strategic POVs in stride over a phone call.

If we re-energize our creativity, our daily work becomes a training ground to learn the characteristics of group account directors, agency executives, CMOs and CEOs. The busyness of the day, the thousands of emails, the brief interactions, and the hundreds of tasks are all small opportunities to grow into the leaders of the industry we’re longing to be.

So…no, we aren’t brainstorming campaign ideas or writing TV scripts. And we aren’t yet key contributors to the brand planning sessions. But, we’ll take it. Let’s awaken our dormant creativity to form opinions that define meetings, grow into a presence that calms those around us, and become the support our teams need to do the best work of their lives.

It’s time to get creative.

The Creative Resurgence of the Account Executive

It’s What You Do

If you want to save money on car insurance, you switch to GEICO. It’s what you do.

This new campaign explores other “it’s what you do’s” from popular culture in true GEICO fashion. Like say, if you’re in a horror movie, you make poor decisions. It’s what you do.

It’s What You Do

Campaign US Features John McClaire’s Article on Stayin’ Alive

Creative Technologist John McClaire's talks 5 lessons you need to know to fight of a mob of clients....or zombies. 

Link to full story. 

Campaign US Features John McClaire’s Article on Stayin’ Alive

The Martin Agency Included in Forbes Article on Making

Forbes featured The Martin Agency as an example in their latest article on "Why More Marketers Are Working With Companies That Actually Make Stuff."

"They define it as their “make it and take it” culture and try as often as possible to present a finished piece to a client rather that a rough idea. Putting their own resources behind an idea also shows to a client the commitment the agency has to an idea: 'If we put our heart, soul, talents, our craft into it, it endears us to clients. We become more partners than vendors.'"

Link to story. 

The Martin Agency Included in Forbes Article on Making

Ad Age Announces Ritz Win

"We are excited about the opportunity to engage Martin on the U.S. Ritz business, a priority and iconic brand in our portfolio. We look forward to working with them on what's next for the brand in 2015 and beyond," said the Mondelez spokeswoman.

Link to story. 

Ad Age Announces Ritz Win

THE Vodka

For the past 80 years, there’s one brand that has stayed true to its character. One brand that is considered the original. One brand that has earned the right to be called "the." That brand is Stoli. It’s not just "a" vodka...it’s THE Vodka. The original, the archetype, the one. And because THE Vodka speaks for itself, we’ll stop let the work do the rest.

THE Vodka

The Martin Lab

In this video, David Vogeleer and Jeff MacDonald talk creative technology, getting your hands dirty and all things Martin Lab. 

The Martin Lab

Ickey Shuffle

Former pro NFL player Ickey Woods will celebrate almost anything, cold cuts included. And now with ickeyfy.com, you can, too.  Because nothing says “good luck on that thing you did” like sending a shuffling Ickey to a friend.

Ickey Shuffle

Jorge Calleja Named ECD

Richmond, Virginia – September 4, 2014 – The Martin Agency announced today that Jorge Calleja has been promoted to executive creative director. Calleja joined the agency in 2012 as a group creative director and was immediately instrumental in bringing in the OREO business with the creation of the Wonderfilled campaign.

“Jorge is a world-class combination of talent, brains and passion,” said Joe Alexander, chief creative officer of The Martin Agency. “He’s especially adept at creating iconic campaigns, like Wonderfilled. And on top of it all, he’s a joy to be around. We’re lucky to have him.”

Calleja will remain the lead on the OREO account in the U.S. and across the globe. In addition, he will continue to play a big role in new business. His guidance helped Martin win Chips Ahoy! and Stolichnaya vodka. He will continue to work with these two accounts in his new role as ECD.

Calleja has won every major ad award, including two Cannes Lions and two One Show pencils in 2014. Prior to joining The Martin Agency, Calleja worked on the Coca-Cola “Open Happiness” campaign at Wieden+Kennedy as well as on Honda, Adidas, Nike and LEGO in Europe.

Jorge Calleja Named ECD

The Boston Red Sox Fenway Collection

For years, Benjamin Moore has been painting The Monster green. And with the new Fenway Collection, you can too. Yea, that includes fire hydrants, satellite dishes, garage doors and swing sets.

And for every gallon sold, Benjamin Moore will help renovate youth league ballparks in the Boston area—bringing the spirit of Fenway to where it matters most.

monstereverywhere.com

The Boston Red Sox Fenway Collection

Creativity Pick of the Day: Benjamin Moore’s New Campaign with the Boston Red Sox

Creativity Pick of the Day: Teaming up with the Boston Red Sox, Benjamin Moore launched the "Fenway Collection."  The new paint line, made and sold locally in Milford, Massachusetts, captures the spirit of the legendary team with shades including Green Monster, Boston Red, Boston Blue, Baseline White and Foul Pole Yellow. And for every gallon sold of the new Fenway Collection, Benjamin Moore will help renovate youth league ballparks in the Boston area.

The multiplatform campaign includes TV, a microsite and social integration. Visit monstereverywhere.com for more. 

Creativity Pick of the Day: Benjamin Moore’s New Campaign with the Boston Red Sox

GEICO’s Hump Day Featured on Mad Money

Michael Roth, IPG’s CEO, spotlighted both Hump Day and The Martin Agency in his interview with Jim Cramer on Tuesday.

GEICO’s Hump Day Featured on Mad Money

Adweek Ad of the Day: New Hanes Spot Featuring Michael Jordan

Adweek's Ad of the Day: Michael Jordan Is Back for Hanes. 

Adweek Ad of the Day: New Hanes Spot Featuring Michael Jordan

FWA Site and Mobile of the Day: Design by What Matters

FWA features Benjamin Moore’s interactive web experience, Design by What Matters, as both Site of the Day and Mobile Site of the Day.

FWA Site and Mobile of the Day: Design by What Matters

World’s Largest Wooden Yo-Yo

We wanted to show how Benjamin Moore ARBORCOAT® makes old wood young again. And what better way to do so than to make a yo-yo out of old reclaimed deck wood?

Introducing the world’s largest wooden yo-yo. We even made a site about it: largestwoodenyoyo.com.

World’s Largest Wooden Yo-Yo

Cannes Rosé Report

Volume One

Name: Chateau Rasque, Cuveé Alexandra, Cotes de Provence 2013

Location: Restaurant Bacon, Cap d'Antibes

Color: Coral

Bouquet: Melon, grapefruit, potpourri

Mouthfeel: Crisp, light, subtle, not overly fruit-laden

Finish: Brief but pleasant.

Server's Name: Hector

1.png

 

Volume 2

Name: Chateau de Selle "Domaines Ott," Cotes de Provence

Location: Carlton Hotel, Cannes

Color: Between yellow and pink.

Bouquet: Papaya, lemongrass, digital strategists

Mouthfeel: Seductive, cedary

Finish: Warmer, especially the bottom 1cm which I forgot about until we were about to leave

Server's name: Alonso

2.png

 

Volume 3

Name: Whispering Angel, au milieu des stratéges, Cotes de Provence 2013

Location: Carlton Hotel, Cannes

Color: Chinook salmon

Bouquet: Vinegar, water

Mouthfeel: I'd rather not say

Finish: Couldn't arrive soon enough

Server's name: Gregor

3.png

 

Volume 4

Name: Evian, Eau mineralle naturelle, 2014

Location: TMA apartment, Square Merrimeé, Cannes

Color: Nearly clear. Really clear. Diamond-like.

Bouquet: Trace minerals

Mouthfeel: Cold, watery

Finish: I think this might be water

Server's name: Ian Davidson

4.png

Cannes Rosé Report

FWA Site of the Day: Same Days Forever

The music video for J. Roddy Walston & The Business' "Same Days" explores human experience in all its weirdness. The interactive site reinforces this idea and makes sure you never watch the same film twice. On June 24, FWA named Same Days Forever their site of the day

Credits:
Hue&Cry
The Martin Agency
Running With Scissors
New Object

 

FWA Site of the Day: Same Days Forever

We Are All Human, After All.

I could write pages upon pages of all of the valuable information I learned this past week during my time in Cannes at the Young Account Executive Academy, but there’s one thing that I’d prefer to focus on which really resonated with me. Generosity of spirit.

Our Academy Dean, Kevin Allen, reminded us that true leadership is generosity of spirit. When you reach a certain point in your career you become dinner table conversation. People will go home and talk about how you made them feel and it is up to you to control whether or not those conversations are positive or negative. This doesn’t mean that managers should constantly be petting egos and only teaching through positive reinforcement, but rather it’s about forming a relationship beyond client calls, budget conversations and production meetings. It’s about discovering what actually motivates someone and learning their hidden agenda to truly empower them and help them grow. People are much more inclined to do good work for people they care about (obviously this isn’t new information, but it’s shocking how quickly it’s forgotten.)

Having this ability will create stronger teams and more powerful work. We can all learn to apply natural gifts for human empathy and therefore have the ability to sense what is in the heart of consumers. When you create a profound human bond you’ll win every time, whether it is in a pitch, a meeting with your creative director or everyday life.

It’s a human game and one we shouldn’t forget. After all, we are all human.

 

Julie_Canned_Lion.JPG

My team won! The prize? A Canned Lion, of course. 

 

photo_2.JPG

The team giving our final presentation to the Facebook clients. 

We Are All Human, After All.

Our Offices in Richmond and NYC Get a New Colleague in London

It's official. We're excited to announce our first international office in one of the greatest cities in the world, London.

 

Official press release below:

The Martin Agency Opens London Office: Agency’s First Office Outside the U.S.

RICHMOND, VA. June 12, 2014 — The Martin Agency announced today it is officially becoming a part of the London advertising community and is moving into 3 Grosvenor Gardens this month.

“Our London office is part of our strategic growth plan, and we’re delighted that it represents our first expansion into international markets,” said Matt Williams, CEO of The Martin Agency. “Several factors combine to make the timing right for our entry into the London market. We have an exciting new global assignment for a client we hope to be able to announce soon and having a London office will help in our management of both our ManpowerGroup and Education First accounts. We also have several projects in the new business pipeline that have the potential to help us grow this new office quickly.”

The agency is currently in discussions with top candidates for our executive creative director and other management team members to lead the London office. Ian Davidson, Martin’s Managing Director – International, and longtime London resident, will lead the office in the meantime. Additionally, the agency will be relocating award-winning creative director Brian Williams from the Richmond headquarters to London.

“London is obviously one of the world’s great creative markets,” said Joe Alexander, chief creative officer for The Martin Agency. “Personally, I’ve long admired the care and craftsmanship that goes into every aspect of the work here. The design, the type, the copy, the art. It’s something we’ve always prided ourselves on, as well. But the proof will be in the size of our ideas and the quality of the execution. Those are the only things that matter.”

The office address is 3 Grosvenor Gardens, London SW1W 0BD and will accommodate about 15-20 employees.

Our Offices in Richmond and NYC Get a New Colleague in London
close

Share this post with friends: