Kayak Paddles on to The Martin Agency

By Erik Oster 

Priceline Group-owned travel aggregator Kayak appointed The Martin Agency for its next creative assignment, Adweek reports.  

The agency replaces Barton F. Graf and will run the account out of its New York office, which recently hired James Robinson, formerly with twofifteenmccann, as its first executive creative director and expanded his team. While the brand was known for its offbeat efforts at the hands of its former agency, The Martin Agency will likely take things in a slightly different direction. A new “multichannel creative campaign” is expected from the agency sometime this spring. While more recent spending totals for the brand were not available, Kantar Media estimates Kayak parent company Priceline Group spent around $136 million on measured media domestically in 2014. 

“We’re excited to be working with the team at Martin,” Kayak senior vice president, North American marketing Stephanie Retcho told Adweek. “We have great respect for the work they have been doing and are looking forward to creating communications that will engage the Kayak audience in new ways.”

“They’ve completely changed the game when it comes to the planning process,” added The Martin Agency CEO Matt Williams. “We’re thrilled to partner with them as they take their creative approach to the next level with new and innovative thinking behind their brand.”