The Martin Agency
| Company type | Subsidiary |
|---|---|
| Industry | Advertising |
| Predecessor | Martin & Woltz |
| Founded | 1965 |
| Founder | David N. Martin, George Woltz |
| Headquarters | Richmond , United States |
Area served | National and international |
Key people | Danny Robinson (CEO), Jerry Hoak (Chief Creative Officer) |
| Products | Advertising campaigns |
| Owner | Interpublic Group of Companies |
Number of employees | 475 |
| Parent | Interpublic Group of Companies (IPG) |
| Website | themartinagency |
The Martin Agency stands as a prominent American creative advertising firm based in Richmond, Virginia. Operating as a subsidiary of the Interpublic Group of Companies (IPG), it is renowned for delivering influential brand campaigns on both national and international stages. The agency is led by CEO Danny Robinson, with Jerry Hoak holding the position of Chief Creative Officer.
History
Established in 1965 by David N. Martin and George Woltz under the name Martin & Woltz, the agency rose to fame through the creation of the legendary "Virginia is for Lovers" tourism tagline in 1969, marking a pivotal moment in its expansion and industry impact. Following the founders' separation in 1975, David Martin rebranded the company as The Martin Agency.
In 1986, a majority ownership was acquired by Scali, McCabe, Sloves, which was subsequently incorporated into Lowe Group in 1993. The Interpublic Group secured controlling interest in 1994, integrating The Martin Agency into its MullenLowe network.
The agency’s clientele features leading brands including GEICO (partnered since 1995), Oreo, Bud Light Seltzer, UPS, Google, AXE from Unilever, Papa John’s, DoorDash, CarMax, Old Navy, Royal Caribbean, and Santander among others. Its enduring relationship with GEICO has notably transformed insurance advertising and played a crucial role in strengthening the agency’s financial results and market positioning.
Former clients encompass Walmart, Mercedes-Benz, NASCAR, Pizza Hut, and the American Cancer Society. The Martin Agency has consistently received industry accolades; Adweek recognized it as "U.S. Agency of the Year" in 2009, 2020, and 2021—underscoring its strategic excellence and business success. In 2023, Ad Age awarded it "Agency of the Year," affirming its influential role within the global advertising landscape.
Employing roughly 475 team members, the agency continues to broaden its advertising and marketing capabilities under experienced leadership that propels its organizational framework and growth strategy.
Notable campaigns
- Virginia is for Lovers
- Nickelodeon "Because We Can"
- GEICO Cavemen
- GEICO Hump Day
- The GEICO Gecko
- FreeCreditScore.com
- DoorDash #OpenForDelivery
- UPS What can brown do for you?
- GEICO Best Of GEICO
- Solo Stove "Go Smokeless" featuring Snoop Dogg
Coinbase Super Bowl ad controversy
In February 2022, Kristen Cavallo, former CEO of The Martin Agency, publicly criticized Coinbase CEO Brian Robinson for failing to acknowledge agencies involved in producing its Super Bowl commercial. This incident ignited widespread debate within the industry regarding agency recognition and respect.
Awards
- Adweek U.S. Agency of the Year: 2009, 2020, 2021
- Ad Age A-List: 2008, 2009, 2010, 2021
- Fast Company Most Innovative Companies in Advertising: 2023
- Ad Age Agency of the Year: 2023
External links
- Official website of The Martin Agency
- "Clan of the Caveman" authored by Linda Tischler for FastCompany.com
- "Agency Profile: The Martin Agency" written by Ignacio Oreamuno for ihaveanidea.com