Richmond Times-Dispatch Gets to Know Joshua Poteat

November 27, 2015

Getting To Know: Joshua Poteat

Title: copy editor/proofreader/occasional copywriter at The Martin Agency; poet/pug wrangler at home (won Library of Virginia’s 2015 Carole Weinstein Prize in Poetry, which includes a $10,000 award)

Born: Hampstead, N.C.

Education: University of North Carolina at Wilmington, bachelor of fine arts, 1994; Virginia Commonwealth University, master of fine arts, 1997

Career: Response Marketing Group/Brann RMG, 1999-2001; Aquent/Capital One, 2002-07; The Martin Agency, 2007-present. (poetry-writer career, 2004-present, including visiting writer at VCU, 2009-10; Donaldson Writer in Residence at the College of William and Mary, 2011-12; most recent publication “The Regret Histories,” 2015

In which part of town do you live:Church Hill

Best business decision: “Becoming a poet. It taught me to value language beyond monetary worth. That is, if being a poet can even be considered a business decision.”

Worst business decision: “Becoming a poet. Since poetry cannot be commodified, there is very little money involved.”

Mistake you learned the most from: “I always think of James Joyce when someone asks me about mistakes: ‘Mistakes are the portals of discovery.’ “

What is the biggest challenge/opportunity in the next two to five years:“Attempt to finish my fourth book and not screw up anything at work.”

First job after college: “Worked as an adjunct writing instructor at VCU and Virginia Union University. Couldn’t afford to live on such a salary, so I tricked my way into a proofreading job at TS Publications, a company that produced several magazines, one of them being Beans!, a Beanie Baby-themed magazine. Not one of my proudest moments.”

If you had to do it all over again, what would you do differently: “Not let depression/anxiety control my life as much as it has.”

Author who inspired you the most: “The poet Larry Levis. His meditative narratives, so full of depth and clarity of vision, fused the landscape with the self. For me, there is no one finer.”

Favorite/least favorite subject in school: Least favorite: math. “I stopped understanding math when the alphabet decided to get involved.”

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Posted By: The Martin Agency

Walmart "Boyfriend" Voted Drum US Ad of the Week

November 25, 2015

Comedian and singer Craig Robinson surprises a Walmart shopper with a piano tune and some shopping advice in one of the company’s holiday commercials.

The 15-second ad, which has been voted by Holiday Creative Work readers as Ad of the Week, sees Robinson replacing the lyrics of ‘Have Yourself a Merry Little Christmas’ when he sees a woman browsing through a clothing rack at Walmart.

“Have yourself a merry little wish list, your boyfriend can’t read your mind,” he sings. The ad encourages viewers to download Walmart’s app so they can share what they want for Christmas this year on Facebook or over email.

Created by The Martin Agency, the video is one of many the brand is rolling out this holiday seasoning starring Robinson.

Continue to The Drum.

Posted By: The Martin Agency

Why Trusted Collaboration and Agile Teams Ensure Business Success

November 23, 2015


As part of the special event PSFK co-hosted for Mondelēz and Oreo, PSFK’s Director of Research & Strategy, Scott Lachut, moderated a group panel with the trusted partners who Mondelēz collaborated with when bringing their new Oreo Colorfilled Campaign to life. The diverse group of panelists gathered to discuss a vision of the new consumer and the highly customizable market.

Shalini Agrawal from 360i, in charge of overseeing and implementing the Colorfilled Campaign’s media strategy, said:

“Because of our mobile phones, people expect more personal experiences. Walking around with a personal computer every day makes you expect your news to be personalized to your interests, you expect to log on to Facebook and you expect the stories to be relevant to you, so it really makes sense that brands start taking that lead and making personalized experiences for people as well.“

Since large companies traditionally do much of the innovation internally, Oreo’s Colorfilled process—to bring in and welcome partners with various competencies—is unique. John Gibson of The Martin Agency and Vice President and Planning Director for Oreo explained leveraging the company’s unifying mission to unite divided and autonomous team members:

“One thing that’s important is we have a really pointed and powerful creative mission for the brand which is to let wonder loose in the world. That intent has always been there and we’ve always talked about the possibilities of how it can affect every different touchpoint, from packaging to product—now, actually seeing it happening, is super exciting.”

The panel discussion also touched upon the difficulty of taking an idea off of the drawing board and implementing it in the real world, as well as the lessons that panelists will take with them into their next collaboration. Doris Brown-McNally from HP stated: “What I learned is that you have to challenge the talent within your organization to take on new roles, spread their wings and try on new things. From that state of discomfort and newness, ideas and innovations come.”

Mondelēz and partners collaborated in creating the Oreo Colorfilled experience that lets snack-hungry cookie fans customize their Oreo packaging to include speciality illustrations and personalized messages in a variety of colors and have Oreos delivered to their doorstep.

Continue to PSFK.

Posted By: The Martin Agency

The 10 Most Artistic Mid-Sized Cities in America

November 17, 2015

gogobot, by Shelby

We’ve all heard the story of a dreamer packing up and moving to the big city to become an artist. It’s easy to believe that you have to go to a metropolis like New York City or Los Angeles to find a decent art scene, but that simply isn’t true. These days there are plenty of mid-sized towns that have vibrant art scenes. We set out to find out which ones were the most artistic.

  1. Richmond, VA
  2. Boise, ID
  3. Ann Arbor, MI
  4. Dayton, OH
  5. Pasadena, CA
  6. Santa Rosa, CA
  7. Ventura, CA
  8. Tacoma, WA
  9. Burbank, CA
  10. Berkeley, CA

1. Richmond, VA.

The people of Richmond aren’t just passionate patrons of the arts, their love is both deep and wide. Richmond topped our list in terms of museums and performance venues, making it an excellent destination for both live and static art. If you appreciate seeing original works by master painters, the Virginia Museum of Fine Arts is a must-see. The spacious museum has a collection of over 22,000 pieces from artists like Pablo Picasso, Salvador Dali, and Andy Warhol.

If you prefer to watch artists perform, you can catch shows at a variety of Richmond venues. At the beautiful and spacious Carpenter Theatre, you can watch a ballet troupe or symphony. For a more intimate experience, the Gottwald Playhouse allows you to observe the look in an actor’s eyes as they play their part.

Continue to gogobot to read about the other nine cities.

Posted By: The Martin Agency

A Grumpy Tree Ornament Reconnects With Wonder in Oreo's Holiday Spot

November 16, 2015

Editor's Pick, Creativity, By Alexandra Jardine

Oreo continues its Wonderfilled campaign through The Martin Agency with a cute, and funny, holiday spot featuring a decidedly jaded tree decoration. As the cross-looking elf lies around waiting to be put on the tree, his fellow ornaments whimiscally "wonder what's inside the holidays," but he's grumpy, asking "why's December always dark" and "what's in all those presents anyways?" However, it takes an Oreo cookie to bring the magic of Christmas back and get his holiday spirit started. Grinches, take note.

Continue to Creativity.

Posted By: The Martin Agency