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Posts Tagged ‘David Melançon’

Martin Agency, Benjamin Moore Make Over Main Streets…with Help from Brad Pitt

“Main Street Matters,” The Martin Agency’s first campaign for Benjamin Moore since winning creative/media duties for the paint brand back in February, celebrates local businesses in the US and Canada. From today until June 30, users can visit paintwhatmatters.com and vote for a town to receive a Benjamin Moore makeover. Painting and renovations will then take place in 20 cities from July until May 2014.

Brad Pitt lends his simpering voiceover (can’t help but think of his Chanel ad) and star power to Benjamin Moore’s video spot, with lines like, “Drug stores that still make milkshakes with real ice cream…matter.” The video–a slideshow of old-timey American storefronts–isn’t exactly scintillating, but of course the idea of supporting local communities hits a soft spot in my small-town girl heart. Using digital outreach to revitalize mom and pop places is a smart, noble idea. I just wish the campaign’s design sense didn’t also need a makeover.

Credits after the jump.

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Martin Nabs Benjamin Moore Creative, Media Biz

Just over a month after reuniting with Timberland, Richmond, VA’s own The Martin Agency has won AOR duties for Berkshire Hathaway-owned paint manufacturer, Benjamin Moore. According to a statement from the paint brand’s CMO, David Melançon, choosing Martin, which will be tasked with handling North American creative as well as U.S. media buying/planning for BM, wasn’t too difficult. “… We wanted a partner who is highly collaborative,” he says. “It didn’t take much convincing for us to see that Martin is an ideal fit for us and has a proven track record of integrity and creativity.”

In making its decision, Melancon adds that Benjamin Moore opted to meet “quietly with a select few agencies, spending ample collaboration and brainstorm time with the strategic and creative teams” instead of going through the normal review process. According to the parties involved, Martin Agency, which takes over for Mullen on the Benjamin Moore biz, is already working on a print campaign for its new client that will debut this month as well as a full campaign that will roll out later this year.