Martin Leaps Into ‘X Games’

DALLAS The Martin Agency expects to break its first work for ESPN’s X Games in April after winning a recent review, the shop said.

Martin, an Interpublic Group agency in Richmond, Va., competed against Wieden + Kennedy and incumbent Ground Zero in the review. Billings were not disclosed.

The X Games is an annual winter and summer action-sports competition aired live on ESPN and ABC.

Martin will provide strategic and creative chores for all on- and offline advertising. The first work for the games will include television, print and online iterations.

ESPN plans to expand the X Games identity by adding international events and consumer products with an improved year-round online presence, the client said.

Martin’s presentation focused on changing the perception of action-sports participants and enthusiasts, believing that image has become trite.

Martin, which recently won the Wal-Mart creative account, also represents UPS, Geico and Discover Card, among other clients.

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