Agency A-List: 5. Martin Agency
John Adams, CEO
With twice as many account wins as losses in 2006, Interpublic Group of Cos.' Martin Agency welcomed Discover Card, BFGoodrich, Barely There's Invisible Look collection of bras, TLC, Cruzan rum and Sirius onto its roster.
Meanwhile, the Richmond, Va., agency moved forward with a "multitiered campaigning" approach for Geico -- with all three iterations finding themselves spoofed on "Saturday Night Live," punch-lined by David Letterman or uttered as slang phrases by just about everyone in America.
Martin firmly thrust marketers into pop culture, often using little more than top-quality traditional media. For example, within the first three months of the TLC "Life Lessons" campaign, 30,000 personal life lessons were shared on MySpace.com.
The losses of Miller Genuine Draft and Olympus made for a flat to small growth year for the agency, but as one of the final two in the Wal-Mart review, Martin is poised for a second shot at the $580 million account.