The Martin Agency's Danny Robinson propels his team and clients with heart and smarts

One of the toughest decisions the Creativity Awards People jury faced this year was who to honor as Chief Creative Officer of the Year. The competition was stiff, with extremely strong finalists in contention: Tiffany Rolfe of R/GA, who in 2021 helped bring one of the industry’s top agencies back to creative glory; Gustavo Lauria of We Believers and Aaron Starkman of Rethink, whose groundbreaking work is inspiring the industry to think in more expansive ways; and Greg Hahn, the “bloody brilliant” fearless leader who went from pandemic casualty to the top of the charts at Mischief @ No Fixed Address, showing the ad world not just how to survive but also thrive in a new era of marketing. Ultimately, however, the jury’s votes and hearts went to Danny Robinson. See all of the 2022 Ad Age Creativity Awards winners here Since taking the creative helm of The Martin Agency in 2020, Robinson has revved up the agency’s creative output, turning out great ideas at a quicker pace across multiple categories and brands. Geico laughs were a given, but the agency also moved into the product world with the debut of “Scoop There It Is” ice cream, inspired by one of its popular ads starring rap vets Tag Team. Doordash debuted its first Super Bowl ad and the “Soul of the City” campaign sought to revitalize the restaurant industry. The agency’s Axe refresh tapped into culture (and dogecoin) and led to the brand’s first growth in nearly a decade. Much of the work didn’t just solve client problems; it also sought to address real-world issues, with inclusive pushes such as Old Navy’s “Bodequality” campaign and a UPS “anthem” created with J Balvin in support of Latinx-owned small businesses. The work, however, is just a sliver of Robinson’s story. A creative by trade who also earned an MBA, he also previously served as the shop’s chief client officer. That role made Robinson the first Black talent to join the agency’s executive committee, and now he’s one of the few Black CCOs at a non-Black-owned agency. The Martin Agency staffers praised Robinson as a humble, kind leader who deftly straddles both creativity and business, expertise honed in his twisty path to the top. And he’s working to ensure his team succeeds as well. He restructured the creative department to empower all levels of talent and has charged account managers with thinking more creatively. He passionately prioritizes diversity and in 2021 hired nearly 40% of the shop’s new staffers, 55% of whom were female and BIPOC talent. That led to a jump in BIPOC representation to nearly 26% of the team—an 85% leap from three years ago. In Robinson, the jury saw “great hope” and “inspiration” for young advertising talents—especially those unsure of their path. “There’s an eclecticism to Danny’s journey,” said jury chair Chaka Sobhani, global chief creative officer of Leo Burnett. “Hope comes from the fact that you don’t have to come from certain universities, a certain background. Danny had all these different roles, and then ultimately found his place.” See all of the 2022 Ad Age Creativity Awards winners here

The Martin Agency's Danny Robinson propels his team and clients with heart and smarts

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