News & Views
Hoover Selects The Martin Agency
POSTED 8/28/2008
TTI Floor Care North America, home of iconic brands including Hoover® and Dirt Devil®, today announced its selection of The Martin Agency as agency of record for Hoover. The agency will be responsible for strategic planning, creative development (both online and offline) and media planning and buying through The Martin Agency’s media arm, Ingenuity Media Group.
“The Martin Agency and Ingenuity Media Group proved to be the right fit for the newly refined Hoover brand,” stated Carolyn Resar, Vice President – Marketing at TTI Floor Care North America. “Their top tier account team excelled in the three key areas we identified, showing our review team great strategic thinking and brand understanding, a unique approach to media strategy and buying, and innovative creative concepts.”
TTI Floor Care selected The Martin Agency after a four-month review process that included 15 top tier agencies. The first work from this partnership is scheduled to enter the market in the fourth quarter of 2008.
Martin-produced Spot for ONE Debuts August 24
POSTED 8/26/2008
Matt Damon provides the face on a new television spot for the nonpartisan humanitarian organization ONE, but many different voices come out of his mouth as he delivers a message about ONE’s efforts toward helping the world’s poorest countries educate their children and care for their sick. After Damon’s opening line, his voice alternates with the voices of other Americans including Michelle Obama, Cindy McCain and New York City mayor Mike Bloomberg for the rest of the script. The article contains a link to the spot.
Walmart Sustainability Campaign Earns Silver in Jay Chiat Planning Awards
POSTED 8/26/2008
At the 2008 Jay Chiat Planning Awards, The Martin Agency was recognized with a prestigious Silver award for the best contribution of planning to a brand that has been on the market for less than two years. The winning campaign highlighted Walmart's commitment to environmental responsibility and featured products such as organically grown coffee, compact fluorescent light bulbs, natural cleaning products and T-shirts made from recycled Coke bottles.
BFGoodrich Voice-Activated Game the First of Its Kind
POSTED 8/26/2008
SCREEN Magazine heralds BFGoodrich's online drag-racing game, created by The Martin Agency, as "the most unique gaming experience to hit the Internet." The game, in which racing enthusiasts can propel their cars with their own voices, may add a whole new level of excitement, not to mention volume, to breaktime at offices across the nation. SCREEN adds appreciatively, "...this online video game communicates that BFGoodrich provides extraordinary driving experiences everywhere."
Associate creative director Bruce Fougere told SCREEN, "The idea came from a complete collaboration between tech guys and creative guys. We wanted to bring the brand to life in a way that allowed fans to cheer on their engines, literally."
To play the game, visit bfgoodrichtires.com, click on "Racing" and go to the Drag Strip Challenge.
David Muhlenfeld Interviewed about FCR Jingles
POSTED 8/26/2008
The lovable ne’er-do-well from the FreeCreditReport.com commercials is back for his second round of singable ads. Senior copywriter David Muhlenfeld, the creator of the infectious jingles that generated amazing viral success through YouTube, was interviewed by YuppiePunk about the origins of the musical campaign.
Muhlenfeld said, "They didn't ask for music, but that's where it went," adding that the client immediately liked the first tune and asked for more. FreeCreditReport.com played David's initial offerings for its employees, who voted for their favorites to be made into the TV spots.
"I think jingles had quite gone out of fashion," Muhlenfeld said. "It was nice to reignite some interest in singing."