The Martin Agency launches Martin Entertainment

The Martin Agency launched Martin Entertainment, a brand offering led by former Netflix executive Alanna Strauss.

Strauss, who was named exec VP, head of Martin Entertainment and the Cultural Impact Lab of the Interpublic Group of Cos. agency, will report to Martin CEO Kristen Cavallo and work from Los Angeles.

Strauss joins Martin from Fender, where she was senior VP of creative and content. Strauss previously was the head of creative and brand partnerships at Netflix, where she led wildly popular activations such as the “Live From the Upside Down” event for “Stranger Things” in partnership with Doritos. 

Joann selects Tinuiti for performance media business

Joann selected Tinuiti as its performance media agency of record following a competitive pitch. The independent performance marketing firm will support a holistic digital strategy to support the arts and crafts retailer's stores across 49 states, along with its e-commerce business. 

Tinuiti will manage analytics, shopping, search, display, paid social, strategic planning and creative to promote Joann's in-store business. It is charged with growing its customer base, particularly among younger customers. 

The new partnership comes only a month after Joann’s former President and CEO Wade Miquelon announced his retirement after nearly 20 years at the company. Joann previously worked with Pittsburgh-based Where Eagles Dare on a series of holiday ads featuring Phyllis Smith from “The Office.”

Curiosity picks up two accounts from Nehemiah Manufacturing

Nehemiah Manufacturing selected Curiosity as the creative agency of record for Bounce 3 In 1 Static Remover and Downy Wrinkle Releaser, without a competitive pitch. The independent advertising agency will handle strategy, campaign development and execution for both accounts. The first work for each brand is expected to debut by the end of 2023. 

Nehemiah Manufacturing, which licenses and acquires consumer packaged goods brands to manufacture, market and sell from companies such as P&G, acquired both brands in 2023. It chose Curiosity to expand these brands’ reach to new markets because of the agency’s proven track record in the category. 

“As Nehemiah's portfolio continues to expand, we knew we needed a local creative agency that would provide out-of-the-box thinking and help drive results through captivating advertising,” Nehemiah Manufacturing Director of Marketing Kristen Schumacher said in a statement. 

The Cincinnati-based manufacturer is a certified B Corp and touts itself as a “second chance” company that creates jobs for former prisoners and others facing hiring challenges.

Related: Inside the B Corp certification process

McDonald’s tells Spain its meals are worth the wait

McDonald’s is showing Spain the true time it takes to bring its orders to customers in “An order worth waiting for.” The campaign, developed by TBWA\Spain, is part of the larger Big Good project, a McDonald’s platform that supports farmers and the Spanish countryside. 

As customers order their favorite Big Mac and french fries in the minute-long video, a voiceover asks, “Have you ever wondered how much work and commitment goes into the products we eat?” The customers then are asked to wait a “little bit longer” before being told it will take about six months to receive their order. The customers appear astounded before the video cuts to a farmer, standing in the middle of his field, tearing an order slip from a receipt machine. 

In addition to the TV spots, digital and social assets, the company is asking customers to order on their website by June 19 to receive their meals in the first weeks of December, insinuating the order will take as long to prepare as the time farmers and livestock breeders spend producing the ingredients. Curious customers can track the monthly progress of each ingredient in their menu and receive monthly newsletters that tell the stories of the farmers growing their meals.  

TBWA\Media Arts Lab names an executive creative director

TBWA\Media Arts Lab named Lucia Orlandi to executive creative director, a newly created position. She previously served as a group creative director for the bespoke creative agency dedicated to TBWA’s Apple account. 

Orlandi has led several key campaigns recently, including work focused on privacy on the iPhone, the launch of the iPhone 14 and the more recent Macbook Air launch.

The agency also recently brought on Andrew Kay as managing director of EMEA. Jake Donaghey takes on the newly created role of general manger of Australia and New Zealand. Kay takes over for Liz Taylor, who left the agency several months ago.

Jonathan George was also promoted to executive creative director in India, also a new role.

Just briefly

Plus Company launched +DAO, an internal Decentralized Autonomous Organization for its 3,000 employees across the network of agencies. The initiative lets Plus Company employees propose and vote on self-initiated creative projects. 

Creative and media agency 22Squared named Janis Middleton to chief inclusion officer, a newly created role for the agency. She previously served as executive director of inclusion and strategy.