the Martin Agency

File:Richmond, Virginia (8127370104).jpg]]

The Martin Agency was founded as Martin & Woltz in Richmond, Virginia in 1965 by David N. Martin and George Woltz.{{cite news|first=Louis|last=LLovio |title=David N. Martin, the Godfather of Richmond advertising, dies at 82 |url=http://www2.timesdispatch.com/business/news/2012/oct/03/tdmain01-david-n-martin-the-godfather-of-richmond-ar-2253133/ |work=Richmond Times-Dispatch |date=October 3, 2012 |accessdate=October 16, 2012}}

The development of the "Virginia is for Lovers" 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,{{Cite web|last=Bond|first=Jane and Marvin|title=The story behind "Virginia Is for Lovers"|url=https://www.recreationnews.com/culture/the-story-behind-virginia-is-for-lovers/article_52cbbede-54b9-11e9-8734-f71513acd200.html|access-date=December 7, 2021|website=Recreation News|date=April 29, 2019 |language=en}} 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{{Cite web|date=September 15, 2003|title=Scali, McCabe, Sloves|url=https://adage.com/article/adage-encyclopedia/scali-mccabe-sloves/98866|access-date=December 7, 2021|website=Ad Age|language=en}} was acquired by Lowe Group in 1993. The Interpublic Group of Companies (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 February 2024) includes GEICO (since 1995), OREO, Bud Light Seltzer, UPS, Google, Gold Bond, Hanes, Papa Johns, Unilever’s AXE brand, RITZ, DoorDash, CarMax, Hanes, TIAA, Royal Caribbean, Gap Inc.’s Old Navy, Sanofi, ScottsMiracle-Gro, Virginia Tourism, [https://www.busch.com/ Busch Light], Nerf, Clue, [https://www.santanderbank.com/ Santander], Donate Life America (pro-bono), Skrewball Peanut Butter Whiskey, Timberland PRO, UScellular, and others.

The Martin Agency and GEICO are credited with pioneering a new way of [https://www.adweek.com/agencies/how-geico-became-the-one-advertiser-its-ok-to-love/ advertising in the insurance category in the early 1990s], spawning a list of imitators in the category.{{Cite web|last1=Griner|first1=David|date=February 5, 2019|title=How Geico Became the One Advertiser It's OK to Love|url=https://www.adweek.com/agencies/how-geico-became-the-one-advertiser-its-ok-to-love/|access-date=December 7, 2021|language=en-US}}

Previous agency clients include: Walmart, Buffalo Wild Wings, Discover, NASCAR, Mercedes-Benz, Pizza Hut, Saab, Wrangler, CarFax, Subway, The Learning Channel, the American Cancer Society and others.

In 2009, Adweek 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.".{{Cite web|url=https://www.adweek.com/agencies/the-martin-agency-is-adweeks-2020-u-s-agency-of-the-year/|title = The Martin Agency is Adweek's 2020 U.S. Agency of the Year| date=December 7, 2020 }} Danny Robinson became the Agency's Chief Creative Officer in this year as well.{{Cite web|url=https://www.adweek.com/agencies/danny-robinson-named-chief-creative-officer-at-the-martin-agency/|title = Martin Agency Names Danny Robinson as CCO| date=August 19, 2020 }}

In 2021, Adweek named The Martin Agency as its "U.S. Agency of the Year,"{{Cite web|first=Jameson|last=Fleming|title=The Martin Agency Is Adweek's 2021 US Agency of the Year|date=December 6, 2021 |url=https://www.adweek.com/agencies/the-martin-agency-is-adweeks-2021-us-agency-of-the-year/|access-date=December 6, 2021|language=en-US}} 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.{{Cite web|date=June 7, 2021|title=The Martin Agency charged ahead during the pandemic|url=https://adage.com/article/special-report-agency-list/martin-agency-charged-ahead-during-pandemic/2338936|access-date=December 7, 2021|website=Ad Age|language=en}}

In 2023, Ad Age named The Martin Agency as its "Agency of the Year."{{Cite web |date=March 13, 2023 |title=The Martin Agency proves the AOR is alive and well |url=https://adage.com/article/special-report-agency-list-creativity-awards/best-agencies-2023-martin-agency/2476761 |access-date=March 16, 2023 |website=Ad Age |language=en}}

• Virginia is for Lovers
• Nickelodeon "Because We Can"
• GEICO CavemenRob Walker.[https://www.nytimes.com/2007/04/15/magazine/15wwlnconsumed.t.html] "Pop-Culture Evolution" The New York Times. April 15, 2007. Retrieved February 4, 2012.
• GEICO [https://www.youtube.com/watch?v=G2s0RPrdB_8 Hump Day]{{Cite web |date=June 26, 2015 |title=Making An Impression: 10 of The Martin Agency's Best Ads |url=https://richmondmagazine.com/martin-agency-top-10/ }}
• The GEICO GeckoStuart Elliott.[https://www.nytimes.com/2009/02/19/business/media/19adco.html?_r=2] "Geico's Lizard Offers a New Message of Reassurance" The New York Times. February 18, 2009. Retrieved February 4, 2012.
• FreeCreditScore.com
• DoorDash #OpenForDelivery {{Cite web|url=https://www.adweek.com/agencies/the-25-best-ads-of-2020/|title = The 25 Best Ads of 2020| date=December 14, 2020 }}
• UPS What can brown do for you? {{Cite web|url=https://www.bizjournals.com/louisville/stories/2002/02/04/daily35.html|title = UPS unveils 'What can brown do for you?' ad campaign}}
• GEICO Best Of GEICO {{Cite web|url=https://www.thedrum.com/creative-works/project/the-martin-agency-geico-the-best-geico|title = Geico: The Best of Geico by the Martin Agency}}
• Solo Stove "Go Smokeless" with Snoop Dogg {{Cite web |title=Martin Agency, Solo Stove behind Snoop Dogg going smokeless |url=https://www.martinagency.com/solo-stove-going-smokeless-snoopdogg-sa |access-date=February 13, 2024 |website=The Martin Agency |language=en-US}}

In February 2022, former Martin Agency CEO Kristen Cavallo criticized Coinbase CEO Brian Robinson for not acknowledging the role that agencies had played in the creation of its Super Bowl ad.{{Cite web|last1=Griner|first1=David|first2=Jameson|last2=Fleming|title=Martin CEO Publicly Calls Out Coinbase Over QR Super Bowl Ad|date=February 21, 2022 |url=https://www.adweek.com/agencies/why-martin-agencys-ceo-is-calling-out-coinbase-over-its-qr-code-super-bowl-ad/|access-date=February 22, 2022|language=en-US}}

The incident prompted a wider dialogue within the industry about how agencies are treated.{{Cite web|date=February 23, 2022|title=Coinbase's Super Bowl ad controversy sparks call for change on how agencies are treated|url=https://adage.com/article/special-report-super-bowl/coinbases-super-bowl-ad-controversy-sparks-call-change/2401501|access-date=February 24, 2022|website=Ad Age|language=en}}

• [https://www.adweek.com/agencies/the-martin-agency-is-adweeks-2021-us-agency-of-the-year/?itm_source=parsely-api Adweek] U.S. Agency of the Year: 2021, 2020, 2009Eleftheria Parpis.[http://www.adweek.com/news/advertising-branding/martin-agency-us-agency-year-2009-101405] "The Martin Agency: US Ad Agency of the Year 2009"] Adweek. January 25, 2010. Retrieved January 30, 2012.
• [https://adage.com/article/special-report-agency-list/martin-agency-charged-ahead-during-pandemic/2338936?adobe_mc=MCMID%3D73839756459410227970361753924279924388%7CMCORGID%3D138FFF2554E6E7220A4C98C6%2540AdobeOrg%7CTS%3D1638840212 Ad Age A-List]: 2021, 2010,{{Cite web |title=Agency A-List |url=https://adage.com/article/ad-age-events/agency-a-list/147839}} 2009, 2008{{Cite web |title=Agency A-List 2008 |url=https://adage.com/article/special-report-agency-alist-2008/martin-agency-7-2008-agency-a-list/133799}}
• Fast Company Most Innovative Companies{{Cite web |date=March 2, 2023 |title=The most innovative companies in advertising in 2023 |url=https://www.fastcompany.com/90846433/most-innovative-companies-advertising-2023 |access-date=February 13, 2024}} in Advertising: 2023
• [https://adage.com/article/special-report-agency-list-creativity-awards/best-agencies-2023-martin-agency/2476761 Ad Age] Agency of the Year: 2023

{{reflist}}

• [http://www.martinagency.com/ Martinagency.com]
• [http://www.fastcompany.com/magazine/116/features-clan-of-the-caveman.html "Clan of the Caveman"] by Linda Tischler for FastCompany.com
• [http://ihaveanidea.org/articles/archives/313-Agency-Profile-The-Martin-Agency.html "Agency Profile: The Martin Agency"] by Ignacio Oreamuno for ihaveanidea.com

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Category:Advertising agencies of the United States

Category:Companies based in Richmond, Virginia

Category:Interpublic Group

Category:American companies established in 1965

Category:1965 establishments in Virginia