Interpublic Group’s The Martin Agency, most widely recognized as Geico’s creative partner for the past 25 years, is strengthening its media offering.
“We’re doubling down on putting media at the core of creativity,” says Greg Fischer, senior vice president and head of communications and engagement strategy for Cultural Impact Lab—the hub established by the Richmond, Va.-based shop in March to handle its media assignments.
That strategy resulted in the hiring this month of Becca Grimes as group media director. Grimes' background is extensive, having worked at both media and creative shops, including Horizon Media and Crispin Porter Bogusky, and more recently a stint as a freelance media contractor. She has worked on variety of accounts, including Alaska Airlines, Beats by Dre, Burger King, Domino’s Pizza, DreamWorks and the Oscars, among others.
“I want to empower people to think of media as a creative extension, rather than just a placement,” Grimes says, adding that her focus at the Cultural Impact Lab will be on “re-framing” how we traditionally measure the success of campaigns “through our ability to impact culture.”
Grimes will also be “a voice for media” in new-business efforts, according to The Martin Agency, which says it handles media duties for clients such as Atlantic Union Bank, Land O'Lakes, Midas, Penske and Purina, among others.
“We’re not building a group to fight for year-over-year savings and cheap impressions,” Fischer says. “We’re fighting invisibility for clients committed to taking big swings for bigger results.”
The Cultural Impact Lab also made the following promotions: Vice President and Associate Director Jeane Bibona was made group director of investments to lead the agency’s local broadcast team; Planning Supervisor Susan Zirkle was named associate media director to handle clients Virginia Tourism, Atlantic Union Bank and Purina; and Mark Shank, an assistant planner, was appointed media planner for Land O’Lakes and Purina.