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In 2009, we embarked on an ambitious journey to reinvigorate the American Cancer Society brand. Our breakthrough came with the idea of the "Official Sponsor of Birthdays," a celebration of the lives ACS has helped saved. The campaign is a multi-channel birthday party featuring famous musicians and artists, and it asks people to act rather than just think. All of this has helped American Cancer Society become more relevant and top-of-mind, and “More Birthdays” has become a grounding and inspirational principle for ACS as a whole.
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BFGoodrich came to The Martin Agency in 2006. Since then we've created scores of traditional advertising pieces, but we've also consistently put BFGoodrich at the forefront of companies who embrace and pioneer new digital and social media approaches. From launching a groundbreaking auto enthusiast community to chronicling Shaun White's story as he learned to complement his boarding skills with high-performance driving skills, we have helped BFGoodrich increase its brand strength and sales in spite of being significantly outspent by competitors.
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Just as 2010 was coming to a close, Comcast reached out to us and asked us to handle all of their brand messaging. In this role, we’re responsible for launching any new products, as well as the ongoing marketing of their most impressive and differentiated products and services. Since relaunching Comcast’s XFINITY brand in February 2011, we’ve partnered with their other agencies to integrate our Endless Fun campaign across the spectrum of brand communications — giving Comcast President Neil Smit an opportunity to highlight the effectiveness of the work in a recent earnings call.
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In 2010, Cool Whip sought out The Martin Agency to help revitalize one of America's favorite brands. The agency has helped build the foundation for future growth with strong strategic planning and creative campaigns that will shape the trajectory of the brand in grocery stores everywhere.
The Martin Agency has served as Discover Card’s lead agency since 2006, reminding card members and prospects why “It Pays To Discover.” And despite a volatile economy and ever-changing consumer/credit card relationships, our efforts have helped Discover Card enjoy record-breaking business results.
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Since 2007, The Martin Agency has led a multitude of projects for ESPN including X Games, Indy 500, Tennis, ESPN3.com and most recently ESPN Insider. With a strategic approach to brand building and tune-in, the agency’s work has resulted in “some of the best advertising ESPN has ever done,” according to ESPN senior management.
There are a lot of companies out there vying to get consumers to use their credit monitoring services. Since 2008, The Martin Agency has helped Experian Consumer Direct and its brands, including FreeCreditReport.com, become the market leader. Like many of our campaigns, the value of the work is much higher when the work infiltrates pop culture and begins to have a life of its own outside the media buy and viral internet clicks. Our intrepid FCR band has been featured on the Colbert Report, People Magazine and even famed author Steven King wrote an article in Entertainment Weekly about how he can’t get the jingles out of his head.
In 1994, the Government Employees Insurance Company wanted to grow. Fast. And they believed we were the agency to help them do just that. Leveraging GEICO’s direct business model, Martin and GEICO redefined the insurance category. Humor, multiple storylines, and pop culture icons such as the Gecko and Caveman took the fear out of insurance and replaced it with fun, ease and savings (not to mention advertising that viewers actually seek out). It’s safe to say the work has won a few awards along the way too. In our nearly two decades together, GEICO has grown from number seven to number three in the category and continues to be the fastest-growing insurance company out there.
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Since 2001, The Martin Agency has been working with Hanes to reinforce its position as the number one underwear brand in America. In the last year, we’ve also seen our work help make Hanes the fastest growing brand in the apparel category. Our television campaigns for the Men’s line have used Michael Jordan to successfully introduce products like their patented Tagless Ts. And the women’s work has both launched innovations across the full line of products and supported Hanes’ ongoing efforts to help support breast cancer research. As a result of our work over the past decade, nearly nine out of 10 U.S. homes now have Hanes in their households.
Since 1994, The Martin Agency has worked with The JFK Library to promote the legacy of the Kennedy Presidency. On a local level, we’ve helped continually raise Museum attendance rates over the past 17 years. This local print work has also been recognized with multiple Kelly Awards. On the National stage, we keep the legacy of Kennedy’s Presidency relevant in a modern world by mixing history with current technology. For the 40th Anniversary of the Apollo 11 mission we digitally recreated the trip to the moon in real time. The site, wechoosethemoon.org, had 3.5 million visitors in its first 3 months and was awarded the FWA Site of the Year, multiple One Show Awards and Cannes Lions.
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In 2010, Kraft Foods sought out The Martin Agency to help revitalize their Cool Whip, Stove Top and Breakstone’s/Knudsen brands. The agency has helped build the foundation for future growth with strong strategic planning, and by developing creative campaigns that will shape the trajectory of these brands in grocery stores everywhere.
In 2010, The Martin Agency became the lead shop for LivingSocial. Not only was the social commerce startup a new brand, but an entirely new category. In addition to creating a new brand identity and design system, we launched their first brand campaign within the Super Bowl and quickly followed up in the Oscars. Once an unknown brand with an unknown category, LivingSocial is now the fastest growing company in the social media space changing the way people shop and live.
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Since 2009, The Martin Agency has helped ManpowerGroup redefine its presence as the world leader in innovative workforce solutions. That’s a pretty broad term, but undeniably apropos when your business includes an entire suite of global companies that master everything from developing talent to recruiting super-high level executives. And with a big company comes big jobs. From restructuring the company’s business architecture to building a new brand identity system to launching a global creative campaign, The Martin Agency and ManpowerGroup are leading the way in “The Human Age.”
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Hired in 2010 to lead the digital efforts for Mentos, we were able to give them a digital footprint worthy of Sasquatch. Within months of our first digital content launch, their Facebook fan base more than doubled to reach 1,000,000 —an achievement attained by only 117 brands prior to Mentos. Based on this success, Mentos extended our assignment to include its UP2U chewing gum brand. And with the help of our TV campaign, microsite and inventive use of an old-fashioned 800 number, UP2U has taken on a pretty interesting life of its own.
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Moen partnered with The Martin Agency in 2009 to create a global brand campaign that would highlight their position as a trusted leader in faucets. In the first brand campaign that Moen had done in five years, we dialed up style cues with a touch of artistry, while also delivering on performance. This combination led to ad tracking results that were double the benchmarks in television. Tim McDonough, VP Global Brand Marketing, was recently asked if he had the right agency, and he responded, “Absolutely, with no doubt, this is exactly the right agency. Ingenuity has made great additions to our media plans, the creative work is beautiful and right on strategy.”
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The Martin Agency has been the agency of record for Motrin brands since 2010. As Motrin goes through a time of transition, we are partnering with them to develop new ways to talk to modern moms about pain and medicine.
For centuries, Morgan Stanley has enjoyed its position as one of Wall Street’s finest. In 2010, Morgan Stanley came to The Martin Agency in search of work that would get the world to take a fresh look at what sets Morgan Stanley apart. “We selected The Martin Agency based on three factors: first, their experience and track record in financial services, second, their understanding of our strategy, and third, their ability to execute highly creative advertising that will help define and differentiate our brand,” said Ramona Boston, managing director and chief marketing officer for Morgan Stanley.
We all became a little more Norwegian in March of 2011 when we won the cruise line’s business. As Norwegian’s principal creative agency, we led a bold brand relaunch that has been loved by consumers and Norwegian’s internal teams alike. In fact, Norwegian is even using our creative brand idea as a rallying point for their organization and a guide for training their crews.
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More than 108 million U.S. adults read a newspaper in print or online every day. But the industry faces almost daily declarations about its impending death. Many of these reports even appear in, you guessed it, newsprint. So the NAA turned to The Martin Agency for strategic positioning development and creation of an integrated national print and online campaign to remind consumers and columnists about the value and the vitality of the local newspaper. “Smart is the New Sexy” was born and conveys the quality editorial, advertising and community reporting that only a newspaper, in print or online, can deliver.
The Martin Agency has been PING’s advertising agency since 1995. The award winning work has incorporated everyday golfers as well as PING Tour pros such as Hunter Mahan, Mark Calcavecchia and Bubba Watson. The latest campaign encouraged golfers to “don’t just hit it long, hit it Bubba long,” a phrase that is commonly seen in tweets and on weekend golf telecasts.
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In 2009, Pizza Hut named The Martin Agency as the lead agency on their national advertising and digital work. Since then, we’ve been inviting America to reappraise this legendary brand, and in 2010, our work generated record-breaking sales and traffic goals. CEO Scott Bergren calls it, “the best work we’ve done since I’ve been here.”
In 2010, Stove Top sought out The Martin Agency to help revitalize one of America's favorite brands. The agency has helped build the foundation for future growth with strong strategic planning and creative campaigns that will shape the trajectory of the brand in grocery stores everywhere.
In 2009, The Martin Agency launched the first mass brand awareness campaign for Sun Life Financial in the U.S., inviting financial advisors and consumers to “Get to Know Sun Life.” While out-spent by their competitors, this award-winning campaign dramatically increased awareness and business results, and we’re continuing to build on that success to help make Sun Life a household name.
In September of 2010, TracFone Wireless, Inc. (the largest pre-paid wireless company in the U.S.) asked The Martin Agency to handle the mass media launch of their new Straight Talk brand. After what proved to be the most successful introduction of any wireless phone brand, we were given responsibility for the re-launch of TracFone’s NET10 brand in early 2011. For both brands, we’re developing not only integrated advertising campaigns, but also impacting packaging and point-of-sale communications.
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In April 2010, we were chosen by Johnson & Johnson as the agency of record for TYLENOL and its brands. While TYLENOL has been in a time of transition, we have enjoyed the privilege of working in tandem with them on exciting ways to rejuvenate and reinvent one of the most famous names in the business.
Since 2009, The Martin Agency has served as the USTA’s lead creative agency. To promote the growth of tennis in the United States among youth and adults, we have developed multimedia advertising that all centers around the powerful love of the game. Today, the USTA is the largest tennis organization in existence with 700,000 members, and the U.S. Open is the highest attended sporting event in the world.
In 2010, the Virginia Museum of Fine Arts needed a modern rebranding befitting their highly anticipated new building and exhibits. We worked with them to create a multimedia campaign that showcased the museum’s new offerings and created enthusiasm among current and future art lovers. From mobile art to social content to new uses of augmented reality, we were able to attract people from around the world to the VMFA. Creativity, Mashable and Huffington Post sang praises of our work, and attendance at the museum exceeded all expectations.
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Since January 2007, The Martin Agency has served as the lead agency for Walmart stores in the U.S. Working closely with their network of agencies, we have led campaigns designed to help the world’s largest retailer increase sales and gain some new fans along the way. Walmart CMO Stephen Quinn says that “the people at Martin believe passionately about what they are doing for us, and feel like real partners.” He’s right, on both counts.
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