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The Martin Agency American
advertising agency An advertising agency, often referred to as a creative agency or an ad agency, is a business dedicated to creating, planning, and handling advertising and sometimes other forms of promotion and marketing for its clients. An ad agency is generall ...
based in
Richmond, Virginia (Thus do we reach the stars) , image_map = , mapsize = 250 px , map_caption = Location within Virginia , pushpin_map = Virginia#USA , pushpin_label = Richmond , pushpin_m ...
, that is part of the
Interpublic Group of Companies The Interpublic Group of Companies, Inc. (IPG) is an American publicly traded advertising company. The company consists of five major networks: FCB, IPG Mediabrands, McCann Worldgroup, MullenLowe Group, and Marketing Specialists, as well as a ...
. The company's CEO is Kristen Cavallo.


History

The Martin Agency was founded as Martin & Woltz in
Richmond, Virginia (Thus do we reach the stars) , image_map = , mapsize = 250 px , map_caption = Location within Virginia , pushpin_map = Virginia#USA , pushpin_label = Richmond , pushpin_m ...
in 1965 by David N. Martin and George Woltz. The development of the "
Virginia is for Lovers "Virginia is for Lovers" is the tourism and travel slogan of the U.S. commonwealth of Virginia. Used since 1969, it has become a well-recognized and often imitated part of American jargon. In 2012, ''Advertising Age'' called "Virginia is for Lo ...
" tagline, one of the most recognized taglines in the tourism industry and beyond, launched the trajectory of the agency. Written in 1969 by copywriter Robin McLaughlin, the slogan entered the Madison Avenue Walk of Fame in 2009. Martin and Woltz divided the firm in 1975 and Martin renamed the company The Martin Agency. In 1986, Scali, McCabe, Sloves purchased a majority interest in The Martin Agency. Scali, McCabe, Sloves was acquired by Lowe Group in 1993.
The Interpublic Group of Companies The Interpublic Group of Companies, Inc. (IPG) is an American publicly traded advertising company. The company consists of five major networks: FCB, IPG Mediabrands, McCann Worldgroup, MullenLowe Group, and Marketing Specialists, as well as a ...
(IPG) bought controlling interest in The Martin Agency in 1994. The Martin Agency was previously under McCann Worldgroup and is currently part of the MullenLowe network at IPG. The agency’s current client roster (as of June 2021) includes
GEICO The Government Employees Insurance Company (GEICO ) is a private American auto insurance company with headquarters in Chevy Chase, Maryland. It is the second largest auto insurer in the United States, after State Farm. GEICO is a wholly owned ...
(since 1995),
OREO Oreo () (stylized as OREO) is a brand of sandwich cookie consisting of two biscuits or cookie pieces with a sweet creme filling. It was introduced by Nabisco on March 6, 1912, and through a series of corporate acquisitions, mergers and splits ...
, UPS,
Unilever Unilever plc is a British multinational consumer goods company with headquarters in London, England. Unilever products include food, condiments, bottled water, baby food, soft drink, ice cream, instant coffee, cleaning agents, energy drink, ...
’s AXE brand, RITZ,
DoorDash DoorDash, Inc. is an American company that operates an online food ordering and food delivery platform. The company is based in San Francisco, California. It went public in December 2020 on NYSE and trades under the symbol DASH. With a 56% mar ...
,
Buffalo Wild Wings Buffalo Wild Wings (originally Buffalo Wild Wings & Weck, hence the nickname BDubs, or BW3) is an American casual dining restaurant and sports bar franchise in the United States, Canada, India, Mexico, Panama, Philippines, Saudi Arabia, and Un ...
,
CarMax CarMax, Inc. is a used vehicle retailer based in the United States. It operates two business segments: CarMax Sales Operations and CarMax Auto Finance. The corporate entity behind the formation of CarMax was Circuit City Stores, Inc. The firs ...
,
Hanes Hanes (founded in 1900) and Hanes Her Way (founded in 1985) is a brand of clothing. History Hanes was founded in 1900 by John Wesley Hanes (one of Winston-Salem's wealthiest and most influential business men) at Winston, North Carolina under th ...
, Century 21, Gap Inc.’s
Old Navy Old Navy is an American clothing and accessories retailing company owned by multinational corporation Gap Inc. It has corporate operations in the Mission Bay neighborhood of San Francisco, California. The largest of the Old Navy stores are ...
,
Terminix Terminix International Company, L.P. is one of the largest pest control companies in the world, operating in 47 states in the United States and 22 countries around the world. It is a subsidiary of England-based Rentokil Initial. History In 1927 ...
,
TIAA The Teachers Insurance and Annuity Association of America-College Retirement Equities Fund (TIAA, formerly TIAA-CREF), is a Fortune 100 financial services organization that is the leading provider of financial services in the academic, research, ...
, Three by Berkshire Hathaway, Happy Egg, Tracfone, Penske, Virginia Tourism
Busch LightSabra
Nerf Nerf is a toy brand formed by Parker Brothers and currently owned by Hasbro. Most of the toys are a variety of foam-based weaponry, with other Nerf products including balls for sports such as American football, basketball, and baseball. Th ...
,
Clue Clue may refer to: People with the name * DJ Clue (born 1975), mixtape DJ * Arthur Clues (1924–1998), Australian rugby league footballer * Ivan Clues * Tim Cluess Arts, entertainment, and media ''Clue'' entertainment franchise * ''Clued ...

SantanderScience Moms
Donate Life, Now Upon a Time and the JFK Museum and Cultural Center and others. The Martin Agency and GEICO are credited with pioneering a new way o
advertising in the insurance category in the early 1990s
spawning a list of imitators in the category. Previous agency clients include: Walmart, Discover, NASCAR, Mercedes-Benz, Pizza Hut, Saab, Wrangler, CarFax, The Learning Channel, the American Cancer Society and others. In 2009, ''
Adweek ''Adweek'' is a weekly American advertising trade publication that was first published in 1979. ''Adweek'' covers creativity, client–agency relationships, global advertising, accounts in review, and new campaigns. During this time, it has cove ...
'' named The Martin Agency as its "U.S. Agency of the Year." In 2020, ''Adweek'' again named The Martin Agency as its "U.S. Agency of the Year.". Danny Robinson became the Agency's Chief Creative Officer in this year as well. In 2021, ''Adweek'' named The Martin Agency as its "U.S. Agency of the Year," only the third agency to win the honor in back-to-back years. ''Ad Age'' named The Martin Agency #8 on its annual A-List.


Notable campaigns

*
Virginia is for Lovers "Virginia is for Lovers" is the tourism and travel slogan of the U.S. commonwealth of Virginia. Used since 1969, it has become a well-recognized and often imitated part of American jargon. In 2012, ''Advertising Age'' called "Virginia is for Lo ...
*
Nickelodeon Nickelodeon (often shortened to Nick) is an American pay television channel which launched on April 1, 1979, as the first cable channel for children. It is run by Paramount Global through its networks division's Kids and Family Group. Its ...
"Because We Can" * GEICO Cavemen * The GEICO Gecko * FreeCreditScore.com *
DoorDash DoorDash, Inc. is an American company that operates an online food ordering and food delivery platform. The company is based in San Francisco, California. It went public in December 2020 on NYSE and trades under the symbol DASH. With a 56% mar ...
#Openfordelivery * UPS What can brown do for you? *
GEICO The Government Employees Insurance Company (GEICO ) is a private American auto insurance company with headquarters in Chevy Chase, Maryland. It is the second largest auto insurer in the United States, after State Farm. GEICO is a wholly owned ...
Best Of GEICO


Coinbase Super Bowl ad controversy

In February 2022, The Martin Agency CEO Kristen Cavallo criticized
Coinbase Coinbase Global, Inc., branded Coinbase, is an American publicly traded company that operates a cryptocurrency exchange platform. Coinbase is a distributed company; all employees operate via remote work and the company lacks a physical headqua ...
CEO Brian Robinson for not acknowledging the role that agencies had played in the creation of its Super Bowl ad. The incident prompted a wider dialogue within the industry about how agencies are treated.


Awards

* ''
Adweek ''Adweek'' is a weekly American advertising trade publication that was first published in 1979. ''Adweek'' covers creativity, client–agency relationships, global advertising, accounts in review, and new campaigns. During this time, it has cove ...
'' U.S. Agency of the Year: 2009Eleftheria Parpi

"The Martin Agency: US Ad Agency of the Year 2009"]
Adweek ''Adweek'' is a weekly American advertising trade publication that was first published in 1979. ''Adweek'' covers creativity, client–agency relationships, global advertising, accounts in review, and new campaigns. During this time, it has cove ...
. January 25, 2010. Retrieved January 30 2012. * ''
Adweek ''Adweek'' is a weekly American advertising trade publication that was first published in 1979. ''Adweek'' covers creativity, client–agency relationships, global advertising, accounts in review, and new campaigns. During this time, it has cove ...
'' U.S. Agency of the Year: 2020 *
Adweek
' U.S. Agency of the Year: 2021
''Ad Age'' A-List
2021


References


External links


Martinagency.com
by Linda Tischler for FastCompany.com

by Ignacio Oreamuno for ihaveanidea.com {{DEFAULTSORT:Martin Agency Advertising agencies of the United States Companies based in Richmond, Virginia Interpublic Group American companies established in 1965 1965 establishments in Virginia