Martin Hops Right To It

The Martin Agency has long wanted a beer account on its client roster, and now the Richmond, Va.-based shop has its opportunity.
Boston Beer Co., the brewer of Sam Adams, has broadened a review originally for a broadcast-specific project to its entire $10-12 million account after severing ties with Carmichael Lynch in Minneapolis, according to a representative of the client.
A Carmichael Lynch official said last week the agency has not decided whether it will participate in the review.
Final presentations are being made this week by Martin, as well as Hill, Holliday, Connors, Cosmopulos, Arnold Communications and Holland Mark Martin Edmund, all in Boston; and New York shops McCann-Erickson, Gotham and Margeotes/Fertitta + Partners.
Martin has experience in the alcoholic beverages category. The agency currently handles advertising for Remy Amerique (cognac) and Finlandia vodka.
It was two weeks ago that Carmichael Lynch’s grip on the Sam Adams account came into question, when the brewer confirmed it was speaking to other agencies about a broadcast project that required a fast turnaround. At the time, the client indicated there was a chance the project could lead to more work.
Last April, the client broke a Carmichael-created television campaign linking consumers’ personal goals to the quality of the beer with the tagline, “All in due time.” It appears that the effort fell flat.
“We swung for the fences, and we missed,” a Carmichael Lynch executive told Brandweek [May 25]. — with staff reports