Buffalo Wild Wings Expands Relationship With The Martin Agency

By Erik Oster Comment

Last November, casual dining chain Buffalo Wild Wings selected The Martin Agency as its creative agency of record, following a review.

Now the client has expanded the relationship by also designating the Richmond-based IPG shop as its digital agency of record. The assignment broadens the scope of The Martin Agency’s work for the brand across all digital channels both paid and owned, including paid social, paid digital, email marketing and website content.

“We’re excited to expand our relationship with The Martin Agency. They have continuously demonstrated an ability to think beyond just creative and push us as we consider what’s possible in every channel,” Buffalo Wild Wings CMO Seth Freeman said in a statement. “Their digital thinking and approach to consumer targeting across digital display, our Blazin’ Rewards loyalty program and our website adds a deeper layer of effectiveness and storytelling to the brand campaign.”

“We hungrily went after this business because BWW is a kindred spirit,” The Martin Agency vice president, group director, communications strategy Taylor Grimes added. “We both believe [breaking through] is a business necessity and creating impact isn’t the job of one channel over another. It’s about everything working together to fight a common enemy: domestication.”

The announcement comes on the heels of The Martin Agency’s March Madness campaign for the brand, which included a “Jewel Stool” gag designed to relieve post-vasectomy discomfort. It also follows the agency welcoming four new senior hires across its creative, account and strategy departments last month in the wake of the Buffalo Wild Wings and UPS accounts wins.

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