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The Martin Agency

Comcast Channels the Everly Brothers in New Spot

From the Martin Agency and Tool director Geordie Stephens comes a new TV spot for Comcast inspired by the Everly Brothers’ much beloved 1958 hit, “All I Have to Do is Dream.” In “Stream, Stream, Stream,” TV-addicted men and women hum the chorus for “All I Have to Do is Dream,” replacing the word “dream” for “stream” to emphasize Comcast’s new Streampix service (see what they did there?). It’s a nice video depiction of this 2009 article from The Onion.

Outside of the Martin Agency’s work, those looking for a slightly more “original” musical ode to Comcast can bump the new viral hip-hop track “Ridin Around and Fixin It,” a lyrical tribute to the day-to-day duties of a Comcast cable repair person. And, if you prefer something a bit more down-tempo and sensual, there’s always the slow jam “I Can Fix Your Cable” for those late-night candle-lit grind sessions. Music video below and credits after the jump.

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Martin Agency Promotes Lear to VP/CD

The Martin Agency promotions continue as Mike Lear has been bumped up from VP/ACD to VP/creative director at the Richmond, VA operation. During the last year alone, Lear has served as a copywriter on the Mentos digital shorts starring that hippie character Dragee and helped the brand launch its UP2U gum line. Lear has actually been with Martin since 2004, joining initially as a senior copywriter before being promoted to ACD at the end of 2006. While at his current employer, Lear has also moonlighted as an instructor/lecturer at VCU Brandcenter.

Before Martin Agency, Lear spent two years as a senior copywriter at Crispin Porter + Bogusky and held the same title at the ikes of WestWayne (which rebranded as 22squared in 2007) during his career. Now as VP/CD, Lear will continue to primarily focus on Mentos as well as American Cancer Society efforts.

Alexander Promoted to ECD at Martin Agency

We’ve received confirmation that Martin Agency CCO John Norman has promoted group creative director Joe Alexander to ECD. Alexander has been with Martin for nearly two decades (!), working on accounts including Wal-Mart (most recently, the popular Yodeling Cat holiday effort) as well as the American Cancer Society and the JFK Presidential Library and Museum.  In addition, this week, the Martin Agency launched an in-house project led by Alexander that’s aimed at helping a fellow employee who’s battling cancer.

Prior to Martin, Alexander had a brief stint as a creative director at TBWA\Chiat\Day and held copywriting jobs at the likes of Campbell Mithun early on in his career.

FYI, The Martin Agency Has a New Website

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.

Walmart to America: Here’s a Cat Yodeling Christmas Tunes

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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Sutton Officially Assumes Director of Biz Dev Post at Martin

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.

 

It Looks Like the Tilford Bros Have Left Martin

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.

Keith Cartwright Out at Martin

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”).

Martin Nabs Norwegian

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.

Martin Adds New SVP/CD

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.

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