Martin Agency's Elizabeth Paul guided accounts through COVID
On the first day of lockdown in the U.S., Chief Strategy Officer Elizabeth Paul asked every account to come up with three ways their brands could manage COVID and contribute to society during what would surely be a difficult time. Days later, DoorDash launched its "#OpenForDelivery" campaign, notching its highest week of sales ever and pushing it past its competitors to lead the category by a wide margin—a position it still enjoys. Restaurants that use DoorDash are four times as likely to have weathered the pandemic. Old Navy donated $30 million to families in need, Oreo released a cookie challenge on TikTok and UPS saw a 30% increase in site visits.
This foresight helped the agency to 10 new business wins during the pandemic and 70 new hires. In the strategy department, BIPOC representation went from 6% to 33%. Paul also authored the Visibility Brief, an open-source tool for checking blind spots about bias.