Martin Agency Hires Coughter In Senior Role

Peter Coughter, a one-time competitor of The Martin Agency in Richmond, Va., when he was at the helm of crosstown rival Siddall, Matus & Coughter, has joined the former shop on a retainer basis.
At Martin, Coughter will serve as managing director on several accounts and continue to conduct personnel training for the agency. The arrangement is an offshoot of some consulting he had been doing with the shop.
“We had hired him to do some training work with us on presenting,” said Brad Armstrong, executive vice president and director of account management at Martin. “What we’ve done now is hire him as a senior account person, working with some of our clients. It’s the first time we’ve ever done something like this, so we’ll see how it works.”
Coughter estimates his responsibilities at Martin will fill 40 percent of his work week. He also serves as a visiting professor at the Virginia Commonwealth University Ad School, also in Richmond, and works with a number of clients through his own management and marketing consulting concern, Coughter & Co., not to mention doing commercial voiceovers.
“[Working at Martin] is like being asked to play for the New York Yankees a couple of days a week,” he said. “Who wouldn’t want to be on that team?”
Did Coughter ever think when he was heading his own ad agency that he would one day draw a paycheck from “the enemy?”
“I’ve always tried not to say, ‘I’ll never do that or never do this,’ ” he said. “This is a door that has been opened to me to work with a great agency on some international brands and make a difference. I haven’t had that opportunity before.”