The Martin Agency

The Martin Agency, Inc.
TypeSubsidiary
IndustryBusiness Services
FoundedJune 22, 1965; 61 years ago (1965-06-22)
FounderDavid N. Martin
HeadquartersRichmond, Virginia, U.S.
Key peopleKristen Cavallo
(Chief Executive Officer)
ProductsAdvertising and marketing
Number of employees
400 (approx.)
ParentOmnicom Group Inc.
Websitemartinagency.com

The Martin Agency, Inc. is an American advertising agency based in Richmond, Virginia. A holding of Omnicom Group Inc., Martin is long-known for helping brands "impact culture" in the United States and internationally. The company's chief executive officer is Kristen Cavallo and its chief creative officer is Jerry Hoak.

History

Headquarters of the Martin Agency in Shockoe Slip

The Martin Agency was founded in Richmond, Virginia, by David N. Martin after he left Martin & Woltz, which he had co-founded with George Woltz on June 22, 1965.

While at Martin & Woltz, 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, the slogan entered the Madison Avenue Walk of Fame in 2009.

After leaving Martin & Woltz in 1975, Martin founded 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 (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. In 2026, it became a part of Omnicom Group Inc.

The Martin Agency and GEICO are credited with pioneering a new way of advertising in the insurance category in the early 1990s, spawning a list of imitators in the category.

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.". 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.

In 2023, Ad Age named The Martin Agency as its "Agency of the Year."

Notable campaigns

Coinbase Super Bowl ad controversy

In February 2022, 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.

The incident prompted a wider dialogue within the industry about how agencies are treated.

References

  1. 1 2 "The Martin Agency, Inc". OpenCorporates. June 22, 1965. Retrieved April 14, 2026.
  2. ↑ "About". February 13, 2024.
  3. ↑ "Kristen Cavallo returns as CEO of Martin; Danny Robinson to retire". March 26, 2026.
  4. ↑ "The Martin Agency Names Jerry Hoak Its New Chief Creative Officer". January 1, 2024.
  5. 1 2 3 LLovio, Louis (October 3, 2012). "David N. Martin, the Godfather of Richmond advertising, dies at 82". Richmond Times-Dispatch. Retrieved October 16, 2012.
  6. ↑ Bond, Jane and Marvin (April 29, 2019). "The story behind "Virginia Is for Lovers"". Recreation News. Retrieved December 7, 2021.
  7. ↑ "Scali, McCabe, Sloves". Ad Age. September 15, 2003. Retrieved December 7, 2021.
  8. ↑ Griner, David (February 5, 2019). "How Geico Became the One Advertiser It's OK to Love". Retrieved December 7, 2021.
  9. ↑ "The Martin Agency is Adweek's 2020 U.S. Agency of the Year". December 7, 2020.
  10. ↑ "Martin Agency Names Danny Robinson as CCO". August 19, 2020.
  11. ↑ Fleming, Jameson (December 6, 2021). "The Martin Agency Is Adweek's 2021 US Agency of the Year". Retrieved December 6, 2021.
  12. ↑ "The Martin Agency charged ahead during the pandemic". Ad Age. June 7, 2021. Retrieved December 7, 2021.
  13. ↑ "The Martin Agency proves the AOR is alive and well". Ad Age. March 13, 2023. Retrieved March 16, 2023.
  14. ↑ Rob Walker. "Pop-Culture Evolution" The New York Times. April 15, 2007. Retrieved February 4, 2012.
  15. ↑ "Making An Impression: 10 of The Martin Agency's Best Ads". June 26, 2015.
  16. ↑ Stuart Elliott. "Geico's Lizard Offers a New Message of Reassurance" The New York Times. February 18, 2009. Retrieved February 4, 2012.
  17. ↑ "The 25 Best Ads of 2020". December 14, 2020.
  18. ↑ "UPS unveils 'What can brown do for you?' ad campaign".
  19. ↑ "Geico: The Best of Geico by the Martin Agency".
  20. ↑ Griner, David; Fleming, Jameson (February 21, 2022). "Martin CEO Publicly Calls Out Coinbase Over QR Super Bowl Ad". Retrieved February 22, 2022.
  21. ↑ "Coinbase's Super Bowl ad controversy sparks call for change on how agencies are treated". Ad Age. February 23, 2022. Retrieved February 24, 2022.