Martin to Promote Web Site’s Collection of New and Used Ads
ATLANTA–The Martin Agency has won a $10-12 million account for a new service that will make some advertising agencies nervous.
Admine in Herndon, Va., will be the first online marketplace to license advertising campaigns from both agencies and freelance talent.
With a soft launch today at www.admine.com, the site is a showroom for ad campaigns that either were never approved or were employed and can be recycled.
“If a clever commercial worked for, say, a bank in Albuquerque, there’s no reason it couldn’t perform similarly in other markets,” said Wayne Miller, Admine’s president and chief operating officer. “We’re allowing terrific ideas to play in new markets.”
Creatives can submit both produced and spec print, radio and TV campaigns. A review board accepts ads that meet its standards. To date, about half of the submissions have been approved. Clients can shop the site for work that suits their needs, which they can customize and license for exclusive use in their market.
Who gets paid depends upon who owns the work. Admine chief executive officer Bill Replogle said his company would initially work with agencies in a “gatekeeper” role.
“The agencies will always get cut in,” Replogle said. “They originated the idea, they’re the ones who deserve the money. If the client still owns the work, [revenue will be] split between client and agency.”
Replogle said he foresees a future in which agencies license their ideas to clients as a matter of course, instead of selling their work.
“Mediocre agencies should be scared,” said Martin CEO John Adams. “But the idea that a marketplace for advertising work would spring up was inevitable . . . Many times there is a great idea that might not be right for one client, but is right for some client somewhere.”
Admine’s first campaign, breaking this week, was created by Work of Richmond, Va., before the account moved to Martin, also in Richmond. Work’s Cabell Harris remains an advisor to Admine, along with Screaming Media’s Jay Chiat and Mike Donahue, executive vice president of the American Association of Advertising Agencies.
More than 150 shops have contributed work to Admine, including Martin. Initially, the site will post only a sampling of ads before its formal launch in September. K