Seeks to Tap West Coast Sensibility for Work
ATLANTA--The Martin Agency, Richmond, Va., last week said it will open a full-service office in San Francisco in the next six to eight weeks.
Coming less than a month after Martin won a $10 million women's marketing initiative from Charles Schwab Co., San Francisco, the decision had been under consideration for some time, officials said.
"Much of the best TV work in the past 15 years has come from the West Coast," said Martin creative director Mike Hughes. "I want some of that sensibility brought to bear for us and our clients."
The new office will open with seven or eight staffers. "I'm as bullish as one can be on this," said agency CEO John Adams. "We're in a unique time in this business with all the new [technology clients], and ground zero for that is San Francisco. I'm thinking we'll have 30 to 40 people on staff by the end of the year."
Hughes said the site will ultimately have multiple creative teams, a planning department and an interactive division, among other offerings. Media assignments will be handled from Richmond "for now."
Martin had tried to establish a West Coast office with Martin Creative L.A., which closed in 1998. Hughes said "the Martin DNA" will move to the new office this time.