Agency pushes back to drive marketing ahead

This event report shows how The Martin Agency helped create an innovative brand extension for Benjamin Moore paint.

Agency pushes back to drive marketing ahead

Geoffrey PrecourtWarc

Baseball is a language spoken throughout the United States. "Red Sox Nation", however, is a special dialect understood primarily in the six states that compromise the country's Northeast corner.

So imagine the thrill – and disappointment – when client Benjamin Moore, the official paint of New England's storied ballclub, came down to Richmond, Virginia, to ask The Martin Agency for a Red Sox-focused ad featuring its product. That was the good news, according to Matt Mattox, the agency's vp/group planning director.

The bad news: the ad was for...

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