• The ADDYs 2023

    You searched for new era cap – Page 10 of 31 – The Martin Group

    A coming-of-age night for the ages. It was prom night at this year’s American Advertising Awards and The Martin Group brought home 26 total awards including seven gold, 19 silver, and one Judge’s Choice.

    Successful submissions included multiple national campaigns for PUMA and New Era Cap, global brand development and launch for World Aquatics, multiple projects for Sodexo Live! and a full rebrand for Five Star Bank. Congrats to all this year’s winners. We hope you had the time of your life.

    Brooklyn Botanic Gardens

    1 Gold Addy

    2 Silver Addys

    DICK’s House of Sport

    1 Gold Addy

    1 Silver Addy

    World Aquatics

    3 Gold Addys

    3 Silver Addys

    Five Star Bank

    1 Silver Addy

    PUMA Color Outside the Lines Campaign

    2 Gold Addys

    8 Silver Addys

    Children’s Hospital of Buffalo Foundation

    1 Silver Addy

    PUMA New Heritage Campaign

    1 Silver Addy

    Indiana Convention Center

    2 Silver Addys

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  • What to Watch for in Sports Marketing 2023

    You searched for new era cap – Page 10 of 31 – The Martin Group

    While the lingering effects of the COVID-19 pandemic and concerns with the economy continue to cast uncertainty in the marketplace, sports is the one industry that seems to have bounced back most quickly from the last two years.  

    Last year marked a successful return to stadiums and arenas across the country, as well as increased digital engagement across social platforms around sports properties. This year should see that momentum continue, so here are some important sports marketing trends to keep an eye on.  

    All Access 

    Thanks in large part to the massive success (and resulting boom in business in the US especially) of Formula 1’s “Drive to Survive” behind-the-scenes docuseries, there has been a run on teams, leagues and brands trying to figure out how they can let their audiences behind the curtain. Tennis’s “Break Point” dropped in January, while golf’s “Full Swing” debuts in February – both from the Vox Media Studios and Box to Box Films team that collaborated on “Drive to Survive.” 

    Painstaking control over every angle of your company’s image is not what your consumers want. They want transparency. They want to see the imperfections. They want to feel connected.  

    So whether that’s simply showing more behind-the-scenes content on your TikTok, turning the camera over to your staff to run your Instagram Stories, or producing a regular video series that shows how you do what you do, you can achieve serious engagement with your audience by letting down your guard.  

    This is a great time to mention that TikTok can be an incredibly valuable platform for brands operating in the sports space, though there is obviously some uncertainty around this app – which is owned by Chinese tech giant ByteDance – due to growing pressure on the federal government to ban TikTok in the U.S. 

    Athletes Own the Narrative 

    Whether through their social media channels, podcasts, video series, or content outlets like The Players’ Tribune, athletes are realizing they can capitalize on their influence to produce consistent content that they can monetize. Why give a juicy soundbite in a postgame press conference when you can save that valuable insight for your own show, and boost your ad impressions and sponsorship value? 

    More than ever, athletes have become their own brands, and they can have tremendous power speaking directly to audiences. They’re also much more outspoken on political and societal issues, which can be great for brands looking to wade into controversial topics. It can also be risky for those who want to remain on the sidelines of certain issues, so make sure to do your homework if you’re going to work with an athlete so you understand their personal brand and background, and comprehensively analyze their social media to make sure their content aligns with your brand.  

    Women’s Sports Continue to Rise 

    It has been great to see the momentum continue for women’s sports. Leagues like the Premier Hockey Federation (10X salary cap growth in two years) and NWSL (25% increase for next season) are dramatically increasing salaries for their players. ESPN is airing more women’s sports, and the Women’s Sports Network launched last November to provide 24-7 programming.  

    As my colleague Amy Moritz wrote recently, the time is now to invest in women’s sports. Their fans are typically more engaged, and because leagues like the WNBA and NWSL are still not as well established as their male counterparts, you can get in at much cheaper rates. Your impact will also be much bigger in terms of actually helping push the growth of women’s sports too. 

    Sponsor Engagement 

    Teams and leagues are becoming more and more sophisticated and creative with how they activate sponsors. It’s most notable with patches on jerseys, but walls are eroding in terms of what sponsors can access with teams, players, and games.  

    If you’re talking with a team or league about sponsorship, make sure to think big and brainstorm unconventional ideas that align with your goals and audiences. Make sure to consider how you can enhance matchday engagement (digitally, socially, on-site, etc.), which is top-of-mind for every team looking to grow their audiences in increasingly crowded marketplaces.  

    Name, Image, Likeness (NIL) 

    This continues to be a rapidly evolving, polarizing space. Olympic athletes and those in high-profile revenue sports like college football and basketball are raking in seven figures annually, and those numbers are only expected to increase in this largely unregulated endeavor. Those big dollars have slowly trickled down to smaller schools and non-revenue sports, but there is much more to come.  

    There is tremendous opportunity to work with high school (yes, top prep athletes are cashing in as well) and college student-athletes in your market, though it’s important to make sure their followers are within your target audience and that they’re in good academic standing with their coaches. In this early stage of NIL, don’t overcommit. It’s best to start small and test athletes, sports, markets, and tactics to see what works.  

    First-Party Data Has Never Been More Valuable 

    Social media has always been a volatile space. When you consider the current exodus from and potential demise of Twitter, threatened U.S. government shutdown of TikTok, and massive changes to Google Analytics and how the company handles app revenue, it’s hard to think of a more uncertain time in the world of social media. That means it’s never been more important to have a firm grasp on your own first-party data, and invest strategy into how best to build and leverage the invaluable information you have on your audiences.  

    Another best practice is to consistently grow your databases for emails and cell numbers – building audiences for digital and social advertising and consistently testing content so you’re learning what messages work best.  

    The Martin Group continues to work on the front lines of the sports world for clients including New Era Cap, PUMA, Under Armour, and the NFL, strategizing ways to reach a variety of audiences all over the world. Please reach out if you have questions or want to talk shop about the industry.  

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  • Josh Allen at DICK’S House of Sport

    You searched for new era cap – Page 10 of 31 – The Martin Group

    The Martin Group continues to provide a wide range of services to longstanding client New Era Cap. From concept development to global tactical execution, we’re proud to support them wherever—and however—they need us. Most recently, they came to us with an idea for a long-form video documenting a superfan shopping spree with Buffalo Bills quarterback Josh Allen and Abbie, a former patient of Oishei Children’s Hospital.

    Together with DICK’S Sporting Goods’ House of Sport in Victor, NY, New Era Cap tasked our team with executing the idea. While the creative operations and account teams strategized the logistics of production, our creative team got to work on developing a voice-over script for Josh as well as providing general direction for the shoot itself. As the pre-production process began, The Martin Group researched, hired, and managed the director of photography, audio crew, and post-production house.

    Understanding the goal of the entire project was to highlight the unique House of Sport location and capture Josh’s charitable nature in an authentic moment, we ensured the finished video featured tight, intimate shots that highlighted the playful, heartwarming interactions between Josh and Abbie.

    Overall, the piece delivered on the original idea and clearly resonated with the audience. As it spread across the internet, it was shared by news outlets across the country as well as the official NFL account.

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  • Jenna Perry

    You searched for new era cap – Page 10 of 31 – The Martin Group

    With a knack for seeing the bigger picture and a deep project management toolbox at her disposal, Jenna serves an essential role on our Creative Operations team. As project manager on our New Era Cap account, Jenna coordinates a vast spectrum of projects across numerous leagues, teams, and campaigns, managing our creative team to ensure deadlines are met and expectations are exceeded. Coming from a family business background—note the last name—the world of marketing always felt like a perfect fit to Jenna. When she’s not working, Jenna enjoys adventuring with her husband and their rescued German Shephard, Goku, as well as spending time with her family and friends. She’ll also never say no to a bowl of ice cream. As long as it’s Perry’s, of course.

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  • Bringing Out Our Best: AAF Buffalo 2022 ADDY Awards

    You searched for new era cap – Page 10 of 31 – The Martin Group

    It was a memorable night for all involved—including our very own Caroline Buchas, who celebrated her first American Advertising Awards as the President of AAF Buffalo. While the show creative asked the question “Whodunnit?,” there was zero doubt who brought home the most awards on the local advertising community’s biggest night. Walking away with 21 total statues, including three golds and a Judge’s Choice recognition, was, you guessed it, The Martin Group.

    With a wide-range of client industry, reach, and scale represented, the final tally showcased the versatility—and skill—of each of our integrated teams. The biggest winner was our work for New Era Cap’s “Fit For Glory” campaign, bringing home a total of nine awards. The Aqua Cliente Clippers brought home five awards—including two golds. The remainder of our big night was split between Rich Products, Under Armour, the Ralph C. Wilson, Jr. Foundation, Silo City, and Dolcezza Bakery.

    Kudos (and a big thank you) are also in order to the team at Mower and AAF co-chairs, Josh Gumulak and Chelsea Carney, for putting together an outstanding show.

    Buffalo

    New Era Cap

    1 GOLD ADDY

    8 SILVER ADDYs

    Agua Caliente Clippers

    2 GOLD ADDYs

    3 SILVER ADDYs

    Dolcezza Bakery

    1 SILVER ADDY

    Ralph C. Wlison Jr. Foundation

    3 SILVER ADDYs

    Rich Products

    1 SILVER ADDY

    Silo City

    1 SILVER ADDY

    Under Armour Fit

    1 SILVER ADDY

    Rochester

    Jewish Senior Life

    1 SILVER ADDY

    Rochester Museum of Science Center

    1 SILVER ADDY

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  • Madeline Rickett

    You searched for new era cap – Page 10 of 31 – The Martin Group

    Madeline began making a difference for our clients even before she was hired. While earning her bachelor’s in communication studies at Canisius College, she interned with M&T Bank, and later with The Martin Group. Now, as our public relations manager, she writes press releases and media alerts, builds media lists, and pitches stories for clients such as Fashion Outlets of Niagara Falls USA, New Era Cap, M&T Bank, Phillips Lytle, and Grow-NY. In her free time, Madeline enjoys getting together with her large family, reading, and DIY projects. She loves a good latte and can often be found exploring Buffalo’s coffee shops and restaurants.

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  • The Martin Group acquires Albany public affairs firm Gramercy Communications

    You searched for new era cap – Page 10 of 31 – The Martin Group

    Deal expands The Martin Group’s presence in Capital Region, while enhancing agency’s specialty service line offerings

    Tom Nardacci joins The Martin Group as senior advisor; several key Gramercy team members also make transition to lead firm’s public affairs practice

    ALBANY / NYC / BUFFALO / ROCHESTER (NY) – The Martin Group, an award-winning integrated marketing communications agency headquartered in Buffalo with office operations across New York State, today announced the acquisition of prominent public affairs firm Gramercy Communications. The deal comes nearly three years after The Martin Group’s expansion into the Capital Region market, and one year after its announcement of a strategic equity investment from Hearst Newspapers.

    As part of the agreement, The Martin Group will assume Gramercy’s existing client roster, including 25+ active public affairs, public relations, and marketing accounts. The agency will also retain key Gramercy staff members Andrew Mangini, who will lead The Martin Group’s public affairs practice, and Brittany Kenny. Gramercy founder and chief executive officer Tom Nardacci will join The Martin Group as a senior advisor. The transaction officially closed in late-January, with the transition effective as of February 1, 2021. Full terms of the acquisition were not publicly disclosed.

    “Tom and I have talked for many years about the benefits of joining forces and fueling the growth of a preeminent public affairs operation in New York State,” said Matt Davison, chief business officer of The Martin Group. “The timing of this acquisition is reflective of those conversations and the belief that through Gramercy’s know-how and The Martin Group’s size and strength, we can really create a potent alignment and extremely attractive industry offering.”

    The acquisition extends The Martin Group’s focus on the Capital Region, and builds its standing as a best-in-class, full-service communications agency. The transaction also creates a valuable opportunity for The Martin Group to offer expanded public affairs services and capabilities to its many existing clients, including the execution of integrated advocacy campaigns, policy research and positioning, and the building of support through organizational coalitions. For accounts previously served by Gramercy, The Martin Group—which has 90+ employees in a variety of communications disciplines and a strategic alignment with Hearst Newspapers—will be able to offer a similar client experience along with high-level, in-house solutions for marketing, advertising, and creative needs.

    “As I thought long and hard about the evolution of Gramercy, it became apparent to me that in order to ramp-up and grow even more, we needed a like-minded agency partner to help us scale and take things to the next level,” said Nardacci. “The Martin Group was a natural fit to be that partner, as the agency’s leadership and staff already possess a strong understanding and appreciation for the public affairs space. Not only that, but they also share a vision for the continued growth of the public affairs practice, investment in additional staff, and other key resources to keep the momentum going.”

    Founded in 2001, The Martin Group provides research, strategy, analytics, creative, public relations, digital marketing, paid media and advertising, and social media solutions to help brands effectively differentiate and tell their unique stories to the world. The Martin Group’s Albany office, which first opened in 2018 and is led by John Mackowiak and Jennifer Hunold, shares a location within the Times Union building on Albany Shaker Road. In 2020, The Martin Group formalized its partnership with Hearst Newspapers, and accepted both a strategic equity investment and an appointment of Times Union publisher George R. Hearst III to the agency’s board of directors.

    Gramercy Communications has served more than 300 clients since its founding in 2005. Its current clients include Vireo Health, the New York State Restaurant Association, the Capital District Transportation Authority (CDTA), Saratoga County, the Commission on Independent Colleges and Universities, the United New York Ambulance Network, Pyramid Companies, Rosenblum Companies, United Way of the Capital Region, Beacon Communities, and various others.

    Some of The Martin Group’s notable clients include Under Armour, Wegmans, New Era Cap, Puma, ASICS, M&T Bank, Prescription for Progress, Mohawk Valley Health System, FuzeHub, Grow-NY, Independent Health, Student Transportation of America, Pegula Sports & Entertainment, and the Ralph C. Wilson, Jr. Foundation.

    Several additional staff members and specialists are also expected to be hired by The Martin Group in order to support the agency’s expanded public affairs portfolio.

    About The Martin Group
    The Martin Group is a leading integrated communications firm headquartered in downtown Buffalo with office operations in Albany, Rochester, and New York, NY. The firm works with best-in-class organizations ranging from small businesses to global enterprises and has extensive experience in several industry verticals, including sports, healthcare, financial services, food and beverage, education, professional services, and not-for-profit support. Continually recognized for marketing communications excellence by the American Advertising Federation, the American Marketing Association, the Public Relations Society of America, and the Academy of Interactive and Visual Arts, among others, the agency has been previously selected as a “Top Private Company” and “Fastest Growing Company” by various regional news publications. For more information on The Martin Group, visit martingroup.co, or follow the agency on Twitter @TMGBrandFuel.

    About Gramercy Communications
    Gramercy is one of New York State’s leading public affairs firms. Working with statewide associations, interest groups, companies, and individuals that seek to advance business and policy goals through public dialogue and government action—the firm develops strategic campaigns that reach decision-makers and deliver effective client outcomes. The Gramercy team includes veterans from the highest levels of government complemented with experience in top newsrooms from New York City, Albany, and beyond. Gramercy founder and CEO Tom Nardacci is an active community leader, entrepreneur, and civic volunteer, as well as one of New York State’s top-ranked political public relations practitioners according to City & State.

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  • The ADDYs 2020: The Wins

    You searched for new era cap – Page 10 of 31 – The Martin Group

    March means awards season in the advertising community, and we see this as a great opportunity not only to recognize the great work we partner with clients on, but also to reward our hard-working staff for the amazing job they do throughout the year.

    Regionally, we submitted to both the Buffalo and Rochester ADDY Awards – and we’re incredibly proud of the results. AAF Buffalo awarded us 12 gold and 16 silver awards, in addition to the CommUNITY Award, “which recognizes advertising that addresses issues experienced by under-represented communities and gives voice to groups that have been stereotyped or ignored by media and by society, increasing viewers’ perceptions and understanding of multicultural communities” – for our work hosting the Buffalo ADDYs last year. Additionally, it was great to see AAF Buffalo award our new hire Ana Echeverria with a student silver. The Rochester Advertising Federation (RAF) also honored our work, with one gold and two silver awards.

    We’re proud to be recognized for our work and can’t thank our clients enough for trusting the creativity and passion behind each campaign. And a special shoutout to our associates across all of our offices and disciplines who contribute to The Martin Group’s integrated efforts every day!

    ADDYs 2019 Saints & Sinners

    2019 American Advertising Awards

    COMMUNITY AWARD

    10 GOLD ADDYs

    Under Armour

    Seamless Mid Bra Seeding Box

    1 GOLD ADDY

    1 SILVER ADDY

    Under Armour

    MLB All-Star Game Seeding Box

    2 SILVER ADDYs

    Under Armour

    Icon Integrated Digital Campaign

    1 SILVER ADDY

    New Era Cap

    MLB Players Weekend – Microsite

    1 GOLD ADDY

    New Era Cap

    New Era Golf PGA Campaign

    2 SILVER ADDYs

    ASICS North America

    BUSHA Campaign

    6 SILVER ADDYs

    ASICS North America

    BUSHA Video – Social Media

    2 SILVER ADDYs

    Aurora Games

    Print Ad

    1 SILVER ADDY

    Strut

    Logo Design

    1 SILVER ADDY

    Three Brothers Wineries and Estates

    Bombshell Rose Cans – Packaging

    1 GOLD ADDY

    Three Brothers Wineries and Estates

    Seasonal Hard Cider Holiday Cans – Packaging

    1 SILVER ADDY

    Kaleida Health

    Spirit of Buffalo Installation – Ambient Media: Installations

    1 SILVER ADDY

    Ana Echeverria – Brand Identity Campaign

    1 STUDENT SILVER ADDY

    Until next year!

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  • The 100th Anniversary of 620 Main

    You searched for new era cap – Page 10 of 31 – The Martin Group

    The Martin Group - 620 Main Anniversary

    In a city with as rich architectural history as Buffalo, there are downtown blocks dotted with significant properties that have thankfully survived the passage of time—and every building has a story to tell.

    Some can claim fame from its place in the Queen City’s past, still-looming relics that help share the tale of the excellence and opulence of a region previously tabbed as the “Gateway to the Midwest.” Others are still a portal to those previous times but reinvigorated to guide a renewed Buffalo to realize the best version of itself.   

    The Martin Group’s home at 620 Main Street shines as the latter. Now celebrating its 100th year standing, the locale pays tribute to its past industry occupants, while impressively renovated to reflect the simmering potency of a city finally realizing its untapped potential.

    Built in 1919 and designed by Esenwein & Johnson—the firm also responsible for the city’s Calumet Building, Electric Tower and Museum of Science—the neoclassical Roman-style building was first constructed to house T. and E. Dickinson Jewelry, named for leading Buffalo jewelers Thomas and Elizabeth Dickinson.

    Featuring details including four columns on the Main Street side of the building, paneled pilasters, ornamental iron railings and a pediment and dentils, the 18,000 square-foot structure intermixed with a dense and diversified stretch of shops, theatres and typical urban spoils of its time. In the 65 years that followed, the location enjoyed downtown popularity and unfortunate dormancy before its eventual rebirth as a significant hub of advertising creativity and long-term industry influence.

    Starting with its 1984 purchase, façade restoration and interior restoration by ad agency Levi, King & White—and continued as the initial home of the still-operating Eric Mower & Associates—620 Main played host to a litany of individuals who’d become leading figures in their field for decades. Masthead names Robert Travers, Bill Collins and Joseph Crowley all manned desks in the building before opening their own shops elsewhere in the city, but even this impressive lineage couldn’t keep the address thriving as an industry landmark.

    Enter ad vet Tod Martin, who purchased the property in 2015 for the relocation of his growing Martin Group.

    Following his purchase of the building, Martin hatched a $2.3 million renovation plan that would honor the building’s life and transform it into a modern hub of innovation and ingenuity. Global architectural firm CannonDesign worked in lockstep with historic preservation consulting firm Preservation Studios on the massive project to ensure the original architectural integrity was maintained. When completed in May 2017, the work revealed a modern, sophisticated design with historical accents throughout the interior and exterior of the building. It added another striking address to its revived Theatre District neighborhood and officially ushered in the modern headquarters of The Martin Group.

    The dramatic rejuvenation of 620 Main Street is impressive, although it’s just part of the property’s ongoing story. Yes, the work awakened echoes of the past, and preserved Levi, King & White name above the Main Street entrance to pay homage to the trailblazing industry work that once percolated within its walls—but the transformation is not just about reverence.

    The refurbishment established another architectural beacon for what Buffalo can be, all while crafting an interior workspace conducive to the communication and creativity needed to accommodate a workforce keen to compete on a global level.

    Its three floors and sublevel feature spacious meeting rooms and an open floor plan that influence collaboration. Employees both new and native to Buffalo toil against the backdrop of an evolving downtown landscape between calls with counterparts inside satellite Martin Group offices in Rochester and Albany. They partner across professional specialties to support local businesses like ECMC and Perry’s Ice Cream; create concepts to drive interest in global brands like Asics, New Era Cap Co. and Under Armour; and help facilitate the philanthropic mission of such transformational entities as the Ralph C. Wilson Jr. Foundation.

    And every day they gather to drive their brands and Buffalo forward, they add another page to the continuing tale of the century-old 620 Main. Its current iteration is an example of not just what’s good enough, but a best-in-class structure that embodies a Buffalo proud of its past—and barreling toward a prominent future.

    About The Martin Group

    The Martin Group is a leading integrated communications firm headquartered in downtown Buffalo, and with offices in Rochester and Albany, NY. The firm works with best-in-class organizations ranging from small businesses to global enterprises and has extensive experience in several categories, including sports, health care, financial services, professional services, food and beverage, advanced technologies, and not-for-profits

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