Land O’Lakes has named The Martin Agency as its agency of record for all of its dairy brands following a review. The Virginia-based agency will be tasked with handling media buying and planning responsibilities, in addition to communications planning and creative development.
The appointment marks the end of the brand’s eighty year relationship with Minneapolis agency Mithun, who participated in the review along with The Martin Agency and four others. Land O’Lakes’ review followed the appointment of Tim Scott, who previously served as international CEO of mcgarrybowen, as chief marketing officer in April.
“We’re delighted to begin work with The Martin Agency,” Scott told Adweek. “From their speed in learning our business to their translation of strategy into impressive initial creative thoughts to their chemistry with our team, it’s already a strong partnership.”
The Martin Agency partnered with fellow IPG shop Casanova Pendrill, who will seek to raise the brand’s profile with Hispanic consumers, during the review. “We partnered with Casanova from the beginning so that our ideas would do well in both the general and Hispanic markets,” explained The Martin Agency CEO Matt Williams. “We’re really excited about what’s to come.”
He added that while it’s “a little early to know the specific media mix…one of the things we are most excited about is the opportunity to capture the essence of the brand and bring it to life across lots of different media from digital and social to mass media and internal communications.”
According to Kantar Media, Land O’Lakes spent $8.1 million in measured media last year. New work from The Martin Agency is expected some time next year.