Continuing to deliver dynamic work for clients will drive what’s next – The Martin Group
Building something special doesn’t happen with the flick of a switch or snap of fingers. It takes work.
Creative work. Committed work. Collaborative work.
It’s been 25 years since the founding of The Martin Group with a pair of desks in a second-floor walk-up space above a busy, suburban retail center. In that time, I’ve learned plenty about how an upstart creative outfit becomes a Buffalo-born advertising shop, and how that shop grows into an integrated communications agency that serves a diversified global client list.
But when I look back at what we’ve built together, it always comes back to the work. To the creative ideas sparked by talented individuals. To the elevated concepts and strategies put into motion by exciting collaboration and tireless commitment, all to make an impact for clients of all shapes and sizes.
And this work starts with the people involved: our team and our clients. Anyone in this business will tell you that advertising work is client work. To do it well, you need to understand different kinds of people—and how to engage individuals from different backgrounds, industries, and ideologies. To do this, you need to be flexible as a creative and a strategist, but also open-minded about the kinds of employees that will mesh well with the personalities and pursuits of your clients.
And over the years, this thinking has helped us build a dynamic team of communication professionals—with no shortage of bold ideas or breakthrough tactics.
Yes, we’ve hired marketing students, account aficionados, and agency lifers—but we’ve also hired sportswriters, television producers, head waiters, Starbucks baristas, and political operatives, too. When meeting individuals who would best serve the needs of our clients, we haven’t always gone with the traditional decision of finding someone with agency experience because, sometimes, the work—and our workplace culture—necessitates a different perspective.
What this has produced is an integrated mix of expertise that powers our work and personifies our agency personality. Our differences are our strength, and they’ve been critical in propelling us to where we are today.
But let’s get back to the clients.
These are our customers, and for over 25 years, their needs have been the inspiration for some our finest copy, campaigns, and creative concepts. As they’ve navigated the twists and turns of their industries, they’ve trusted us to understand their work, elevate their brand, and deepen their connection across the communities they serve. Some of these jobs have allowed us to make a difference in our own neighborhoods. Others have brought us across the country, around the world, and into the homes of millions (or billions) of people.
Sporting goods stores and sneakers. Healthcare systems and financial services. Education providers and nonprofits. Food brands and ball caps. We’ve partnered with them all and, in each case, were able to create work that we’re proud of. Work that helped our clients. Work that made a difference.
Now standing at 25 years young, this work—and the still-childlike joy we have in tackling new creative challenges—is what drives us forward. Making a difference for our clients is the bedrock of our culture, and this culture is what keeps us together, working as a talented, boundary-pushing team to answer the needs of others.
Was this what I envisioned when I first started on this journey? I hope so—but I don’t remember exactly what I was thinking. I was too busy doing work that I still love, moving forward with every job, every concept, every client.
But seeing where we as an agency stand today, I know one thing: creativity, collaboration, and an unwavering commitment to clients can raise you to impressive heights—and propel you on a journey greater than anything you’ve envisioned.
What a run. What a ride. And the best part? The journey now continues—and we can’t wait to see what comes next.
Tod Martin is Chairman and CEO of The Martin Group.
