The Martin Agency

This was news to us, but Richmond, VA’s own The Martin Agency, which as you know has provided (and/or subjected) us with 10 million Geico ads as well as yodeling cats and Mentos shorts among other things over the years, has launched its new, winding web destination. It’s a nice compilation portfolio and agency info, but we have to say the tile format is a bit disorienting and it’s a rather long trip because the more you scroll down, the more content shows up. Guess that’s a testament to the agency’s body of work, accolades, etc. Take a stroll if you so choose.

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Those eyes. THOSE PIERCING EYES.

For their second project for Walmart since taking over digital AOR duties from incumbent R/GA two weeks ago, the Martin Agency is giving America its new favorite holiday character–a yodeling cat with a love of Christmas. Supposedly, the yodeling, creepy-faced creature is promoting Walmart’s line of internet-ready electronics (with a new spot based around said feline vocalist set to launch later this month), but the video features little in the way of branding save for that little ornament that pops in at the 47-second mark.

So, readers, do you “get it?” Are you wondering to yourself, as many YouTube commenters are, “What the hell?” Well, as the Martin Agency knows (and all other agencies working in the digital sphere should know by now), if you want a video to go viral, all you need to do is put a cat in it. If you think that this is a strategy you might forget, just hum Beyonce’s “Single Ladies” to yourself when sent a creative brief and insert the words “If they like it, then you probably put a cat in it.” It’s a simple and very effective strategy; since the video was posted to YouTube on Monday, it’s already gained almost 50,000 views. Credits, and lyrics so viewers can yodel along at home, follow after the jump.

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After spending the last eight months as interim director of business development at The Martin Agency, Dan Sutton has now officially assumed the post with a nice little SVP title added on as icing. From what we’ve been told, Sutton, who’d already spent three years as an account director at the Richmond, VA-based operation, volunteered to temporarily take over as biz dev director back in April after Kristen Cavallo left for the CSO job at Mullen. Martin Agency says that after conducting a national search, its executive committee determined that the best person for the job was the one already doing it. Seems convenient enough.

During his time at Martin, Sutton has primarily served as account lead on Tylenol and prior to joining the agency, he led the global Mac team at Apple’s graphic design/marketing comms group in California. His career also includes two stints at CP+B (as content manager and content supervisor, respectively) as well an account exec gig at W+K.

 

Well, it was fun while it lasted. After barely a year spent as serving as ECDs at The Martin Agency, it appears that the brothers Tilford–they being Keith and Eric–have left Richmond, VA and are on their way to St. Louis to resurrect their shop, Ambient Content. Martin Agency would not confirm or deny the departures, but the LinkedIn for both bros says it all. If you recall, the Tilford twosome were part of a creative restructuring last year at the Martin Agency once current CCO John Norman took over. Word from sources is that they’re already on a plane.

It’s been that kind of day, gang. We weren’t lying when we said we were stacked with people tips and in this particular case, we can confirm that Keith Cartwright is no longer with the Martin Agency. Cartwright joined Martin 15 months ago as a GCD and subsequently served as creative lead on campaigns including the “Dragee” social/digital work for Mentos.

Prior to Martin Agency, Cartwright spent three years at W+K New York and worked on accounts including Nike’s Jordan Brand. Oddly enough, his LinkedIn states that he’s currently a CD at W+K, though this could just be an error as said agency tells us that Cartwright has NOT returned to the Wieden network. In the meantime, we’re trying to find out exactly why Cartwright and Martin Agency parted ways (one tipster claims that he “abruptly left”).

After a four-month review process, Norwegian Cruise Line has picked The Martin Agency as its AOR. The Richmond, VA-based operation, which of course counts Geico and Expedia as clients, beat out Grey and McCann NY as well as incumbent GSD&M. In a statement, Maria Miller, Norwegian Cruise Line’s SVP of marketing, says, “We were looking for an agency partner to help us create brand desire for our unique proposition in a highly engaging and relevant way. The Martin Agency impressed us with their creative and thoughtful approach to our brand.”

The first work from the agency is set to launch “later this year” and billings were undisclosed.

Just over a month after its “creative restructuring,” the Martin Agency is adding another CD to the fold, namely Fabio Costa. Who’s that, you ask? Well, Costa has been an agency creative for about 15 years now, spending six years as a creative director at Almap BBDO and helping set up the agency’s interactive department before taking on CD posts at Blast Radius, OgilvyOne and Cutwater (where he spent nearly three years and worked on accounts such as Ubisoft, Ray Ban, Disney and Motorola).

Most recently, Costa was a creative director at Ogilvy Paris, where he was responsible for the Perrier and Louis Vuitton work. As for why he’s joining Martin, Costa pins it on the leadership. In a statement, the creative says, “Throughout my career, I’ve had the opportunity to work with some great creative minds. But with John Norman and Mike Hughes at the same agency, I feel like this is the perfect place to be. I’m extremely excited about what lies ahead here, and about all that I will learn as a part of this already strong team.”

Costa began his advertising career in Brazil and during said time there, he helped Almap BBDO win prizes including an Interactive Grand Prix at the London International Awards and a Gold Cyber Lion at Cannes.

The Martin Agency welcomed Neil Patel to the fold and created a new position for him in the process: SVP/director of content strategy & development. Patel, a veteran of FCB, BBDO and Chiat/Day, also worked outside the agency world for director Ridley Scott and also once served as an executive at Disney’s California HQ.

Among Patel’s achievements prior to joining Martin are playing a key role in developing patents for mobile advertising, entertainment and digital distribution strategy for a number of major brands and advising several well-known digital agencies on growth, strategy and M&A issues.

Now that he’s officially taken his CCO post at The Martin Agency, it looks like John Norman (right) is finally getting down to business. The Richmond, VA-based agency’s first creative lead in three decades unveiled a new group creative director tier at the agency, with veteran CDs Cliff Sorah, Joe Alexander, Steve Bassett, Delta hater Andy Azula and Nancy Hannon taking on additional responsibilities as GCDs, as will new additions Keith Cartwright and brothers Eric and Keith Tilford.

The aforementioned bros will also join forces with the agency’s studio and digital art leadership to create Design@Martin.  In a statement, Norman says, “We’re just re-assembling the parts to make it even more nimble, even more technologically forward and even more social–we’re going to work more in groups.” Along with the creative shifts, Martin Agency is also redesigning the 30,000+ square foot second floor of the agency to accommodate the new “surround the work” style.

Following a dedication ceremony on Oct. 27, the Virginia Commonwealth University, or VCU, Brandcenter will officially be known as “Mike Hughes Hall.” Besides being the president of The Martin Agency, Hughes has served as chairman of the Brandcenter board since 1995 and created and built the graduate program at the ad school with the help of its founder, Diane Cook-Tench.

Rick Boyko, director of the Brandcenter says in a statement,”Mike Hughes has been an integral part of the VCU Brandcenter since its inception. In fact, without his support, leadership and dedication the school would simply not exist. As chairman of the board from the day the school began, he has helped guide the school to earn top rankings by BusinessWeek, Advertising Age, Creativity magazine, the 4A’s and the industry itself. It is only fitting to have the building that houses the Brandcenter named in his honor.”

As far as Hughes’ day job goes, most of us are familiar with The Martin Agency’s client roster, including Geico of course, as well as Walmart, Pizza Hut and Tylenol. Under his leadership, The Martin Agency was named “Agency of the Year” in January by Adweek and earlier this year, Hughes was the 47^th person in the history of advertising to be inducted into the One Club Creative Hall of Fame. At the ceremony, Hughes will be feted by the likes of IPG chairman Michael Roth and Martin’s CEO/chairman John Adams.

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