15364: The Martin Agency Poops Out Purpose Puffery.

 

The Martin Agency announced hiring a former Adweek editor—Doug Zanger—to serve as its Director of Brand Purpose Communications. Ironically, the associated self-promotional hype press release doesn’t provide a clear communication of Zanger’s professional purpose. Rather, the statement includes: “This new, evolving role at Martin seeks to tap deeply into DEI, sustainability, climate justice, innovation and other purpose-led opportunities that includes operationalizing custom programs and partnerships for the agency.” Sounds like the White advertising agency will be promoting its divertsity and faux do-gooder spirit to woo potential clients—as well as create heat shields for new business competitions that require pitch participants to present their DEI credentials. Maybe The Martin Agency should consider actually executing diversity and being purposeful versus typing about it.

 

Adweek Editor Joins Martin Agency’s Cultural Impact Lab

 

“When Martin says this agency is out to fight invisibility, we’re not here to make small moves—we want purpose-filled creativity to flourish,” shares SVP + Managing Director of Martin’s Cultural Impact Lab, Jaclyn Ruelle. “I know Doug Zanger can help us rise to the level of our ambitions with journalistic rigor and tenacity.”

 

Zanger will report directly to Ruelle as Martin’s Director of Brand Purpose Communications. His start date at the agency is March 16.

 

“Martin has a legacy—and with Kristen Cavallo’s energy and leadership—there’s serious moxie and momentum. Top-to-bottom, this is an agency and team that values talent and understands its role in going beyond solving its clients’ business problems,” says Zanger. “I look forward to building upon the agency’s strong POV while continuing to elevate more voices and find new ways to put societal-shifting purpose at the forefront of agency-led and client-led initiatives.”

 

Operating as a content bridge between internal teams and brand marketing leaders, Zanger is responsible for bringing forward meaningful insights and stories to the marketing industry and beyond. This new, evolving role at Martin seeks to tap deeply into DEI, sustainability, climate justice, innovation and other purpose-led opportunities that includes operationalizing custom programs and partnerships for the agency.

 

Zanger joins Martin by way of Adweek, where he’s served as agencies editor for nearly three years while also taking on advisory board and instructor duties at the University of Oregon Master’s in Advertising and Brand Responsibility program. Based in Portland, Zanger’s reporting focuses on the creative intersection of brands, agencies, talent and more.

 

He’s interviewed numerous pop culture personalities, as well as marketing and brand luminaries: Aloe Blacc, Colleen DeCourcy, Jeff Goldblum, Seu Jorge, Mira Kaddoura, CJ McCollum, Marc Pritchard, Megan Rapinoe, Martin Sorrell, Dan Wieden and notable NFL legends—to name a few. Additionally, Zanger’s coverage prioritized DEI, sustainability, climate and other critical purpose-related topics.

 

“The fact that one of the leading agencies in the world understands the power of true actionable purpose holds such promise for the future,” says University of Oregon Carolyn Chambers Distinguished Professor of Advertising, Deborah Morrison, PhD. “That’s leadership, courage, dedication to social good—and change agentry.”

 

“Placing Doug Zanger front and center in connecting sharpened purpose to multiple audiences makes sense,” adds Morrison. “His voice has always been focused on how we make sense of the world and do good within it.”

 

According to Zanger, a 15-year tenure in radio was a catalyst for his commitment to DEI efforts. “I was very much a beneficiary of being part of a diverse team, with Ebro Darden [Hot 97 and Beats 1] giving me my first legitimate gig as his morning show producer in Portland over 20 years ago.”

 

Zanger was the London International Awards radio jury president in 2008 and 2009 and went on to win a coveted Mercury Radio Award. International trade group, Women In Marketing, named Zanger “Highly Commended” as its 2017 Journalist of the Year honoree. In addition to being a Portland Advertising Federation Rosey Award recipient, Zanger sits on the board of ThinkNW, a regional marketing advocacy group focused on the Pacific Northwest. Before, Zanger was Americas Editor at The Drum. He spent eight years at Stillwell Partners leading social and content marketing for the Advertising Week events in New York and London.

 

Zanger’s announcement comes on the heels of Martin winning Campaign US’ Corp Comms Team of the Year.

 

“Living within the Cultural Impact Lab, our Brand Comms team set out to make the Martin brand its own best case study in 2020,” shares Ruelle. “We’ll continue to do that by adding relentless forces for good to our roster to cultivate the most beloved and talked-about brands in business.”