Martin Agency, Cranin Forge Bond

Veteran creative executive Jonathan Cranin has formalized his yearlong working relationship with The Martin Agency, joining the IPG shop’s New York office under the aegis of a one-man practice called Cranin@Martin.

Cranin was part of the team that helped lure Sun Life Financial to Martin, and he has continued working on that business and consulted for the shop on other projects.

“We’ve got a number of big idea people — but there is always room for one more. Jonathan is one of those guys. He digs deep into a brand to discover and articulate the truth that was there all along,” said Mike Hughes, president and chief creative at Martin, in a statement. “So when you do get to the executions, everything’s smarter and sharper.”

Cranin is a former worldwide cd at McCann Worldgroup best known for his work on the MasterCard “Priceless” and U.S. Army “Army strong” campaigns.

Cranin said the deal with Martin “gives me the chance to scratch my entrepreneurial itch while still having the opportunity to work on ambitious Martin Agency projects.”
C@M clients can contract for Jonathan’s services either separately or as part of a larger package bundled with Martin services. Martin account leaders can add Cranin to their regular agency teams whenever appropriate.

See also: “The Martin Agency: U.S. Agency of the Year 2009”