CarMax Sends $100 Million Creative Account to The Martin Agency

Incumbent McKinney did not defend

IPG shop will support the rollout of a new 'omnichannel buying and selling experience.'
Getty Images

CarMax has selected The Martin Agency as its creative agency of record, following a four-month review.

Incumbent McKinney did not defend in the review process. Dentsu Aegis Network’s Vizeum handles CarMax’s media work, which was not part of the review.

“Martin impressed us throughout the selection process with their passion for our brand, strong strategic thinking, and compelling creative work,” CarMax vice president, marketing Laura Donahue said in a statement. “Both of our companies are proudly headquartered in Richmond, Va., enabling us to reinvent the agency-client relationship and maximize collaborative efforts.”

“Consumers’ rapidly changing expectations and technological advances set the bar high in the retail industry,” added The Martin Agency chief growth and strategy officer Michael Chapman. “CarMax is a company with a great story and we hustled hard to be the agency that gets to tell it.”

One of The Martin Agency’s key tasks will be promoting the nationwide rollout of CarMax’s new multichannel buying and selling experience and the integration of CarMax’s online and in-store experiences.

CarMax spent nearly $96 million on measured media last year, down from almost $120 million in 2017, according to Kantar Media.

The appointment follows a series of new business wins for The Martin Agency in recent months. Buffalo Wild Wings named the IPG network as creative agency of record last November, and it also picked up creative duties for UPS in January. The Martin Agency then expanded its relationship with Buffalo Wild Wings earlier this month when the client added digital marketing duties to its remit.

Patrick Coffee contributed reporting to this story.


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