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...