17417: Martin = Unretired + Retired + Tired.

 

Advertising Age reported Kristen Cavallo unretired to retake the CEO role at Martin, succeeding her successor—Danny Robinson—who’s retiring and undertaking an art residency at La Maison de Beaumont in France.

 

That’s quite a dizzying game of retirement musical chairs.

 

Although given the current anti-DEIBA+ vibe in Adland, Cavallo won’t have to repeat her performative puffery: “We’re not diverse enough. We see it. We’re on it.”

 

Wonder if Joe Alexander was considered as a retiree-returnship candidate.

 

Kristen Cavallo returns as CEO of Martin; Danny Robinson to retire

 

By Brian Bonilla

 

In a surprise move, Kristen Cavallo is returning to Martin, recently rebranded from Martin Agency, as CEO.

 

She will succeed Danny Robinson in April. Robinson was appointed by Cavallo in 2024 before she retired from the ad industry. Robinson is retiring to undertake an art residency at La Maison de Beaumont in France.

 

Cavallo, who previously spent 20 years at Martin, had been working as the executive director at the Branch Museum of Design. She admitted she “wasn’t pining to get back in the ad industry,” but she said the decision to return was less about career ambition and more about commitment to the agency, its people and the broader creative ecosystem. Robinson framed Cavallo’s decision to return as both strategic and deeply personal. “It felt like a very selfless act,” he said. “She knew how passionate I am about this next thing … and she said yes with very little hesitation.”

 

“If Martin ever needs something … the answer is yes. There is no other answer, but yes,” said Cavallo.

 

The move comes at a pivotal time for the agency, which has had a mixed few years as it seeks to find its stride under a new holding company following Omnicom’s acquisition of IPG.

 

Last year, the agency lost Papa Johns and CarMax, and its Oreo and Ritz accounts are currently in review. The agency last year laid off roughly 5% of its staff and just this week it laid off another 7% of its employees, the agency confirmed.

 

“While decisions like these can be part of the natural cycle of the business and are not a reflection of individual value, losing colleagues is never procedural—it’s personal, and that’s what makes moments like this so difficult,” Robinson wrote in a statement regarding the layoffs.

 

While Robinson downplayed the idea of a sustained downturn, he acknowledged the volatility. “We lost some business last year,” Robinson said, framing it as part of the normal cycle of agency life rather than a structural issue.

 

“I don’t know that I can say any year in the history of any ad agency, somebody hadn’t lost business ... but momentum is fickle,” Robinson said. “I wouldn’t say we lost momentum. In fact, I would point to us coming out of the acquisition as a whole as Martin, a significant nod to our momentum.”

 

Robinson pointed to some recent key wins, including Hershey and Stihl. Last week, Geico’s new chief marketing officer also reaffirmed that the insurer won’t be making any agency changes, which was a question last year. “The pipeline is more full than it’s been, maybe ever at any single time,” Robinson said.

 

The agency also faced internal scrutiny last year when an open letter posted on Fishbowl criticized leadership following layoffs. Robinson said his initial reaction was emotional—“the first is hurt, because it hurts,” he said—but he ultimately viewed it as a sign that employees care deeply about the agency. Rather than dismiss it, he said leadership worked to understand the underlying concerns, asking, “What are the people asking for?”

 

Cavallo said her first 90 days will be focused less on immediate structural changes and more on listening to both employees and clients. “I’m excited to get back in and listen … to clients as well … about what we need to do, where we need to go, what we need to build,” she said, noting that she plans to prioritize business development, morale and recruiting as she re-acclimates to the agency.

 

The leadership shift was the result of an unexpected opportunity, said Robinson. “This wasn’t a planned thing,” he said. “This was an opportunity that happened because I got an opportunity.”

 

Robinson, who has spent more than four decades in advertising—including 22 years at Martin—said the decision was driven by his lifelong passion for painting. He said that he hadn’t been prepared to be accepted for the French residency as quickly as he was.

 

That led to conversations with Omnicom leadership and ultimately Cavallo, who Robinson described as a “long shot” but “the best option at this very time.”

 

She also said her return comes at an opportune time. “I feel like the ... last few years, consolidations aside, just this idea of giving away creative for free or at really low margins ... the pendulum is absolutely switching back towards craft and creativity.”

 

Her return to advertising comes after a period of personal and professional exploration that began with a pilgrimage along the Camino de Santiago—a journey that ultimately reshaped how she thought about her next chapter.

 

Before setting out, she briefly considered a move into politics, even attending the Democratic National Convention on her own. “The night before I had gone to walk the Camino [ a multi-week long route in Spain], I had gone on my own dime to the DNC to see what that moment was like,” she said, describing an environment filled with “solidarity” and “excitement” and noting that “civic duty is important to me.”

 

But the clarity she was searching for didn’t come from Washington—it came on the road. “I knew within a week or two of walking that I did not want that as a vocation,” Cavallo said.

 

Cavallo is staying on at the Branch Museum in a lesser role as artistic director, but has aspirations to revisit the museum space in the future. “I found my next chapter, even if I delay it for a bit or just keep my toe in the water,” she said. “I found it. I am not going to let go of it, because it has fed my soul in ways I did not anticipate.”

 

So don’t expect Cavallo to use this as a stepping stone to another agency gig; she called her second return to Martin her “final chapter” in advertising.

16581: IPG = Interminable Pruning Group…?

Adweek published an interview with Kristen Cavallo, who recently relinquished her CEO role with The Martin Agency, and now announced bailing out of her Global CEO role with MullenLowe too. So, Cavallo goes from dual CEO to CUL8R ASAP.

 

Given the latest pruning of White advertising agencies within the IPG network, one can’t help but wonder if Cavallo dodged potential corporate rejiggering. Time will tell.

 

Then again, she admitted spending a year contemplating career transformations before assuming the MullenLowe Global CEO position in 2022, so her retirement from Adland could be a result of that soul searching.

 

“This is a glass half-full industry,” Cavallo said. “We have important skills that the world needs more of, and we need to stop beating ourselves up and start getting to work on some of those bigger issues.” Um, like diversity?

 

Cavallo would probably declare she’s on it.

 

Kristen Cavallo Retires From Advertising After 30 Years in the Industry

 

Cavallo will put her experience toward social and political causes

 

By Jameson Fleming

 

Throughout Kristen Cavallo’s 30-year career, she’s never backed down from an opportunity to defend creativity.

 

Cavallo rose to the top of the industry by leading the rebuilding of The Martin Agency into a powerhouse. But she became arguably one of the industry’s biggest provocateurs by defending agencies’ work following comments about Coinbase’s Super Bowl ad in 2022, as well as championing the value of creativity after that Snoop Dogg Solo Stove campaign earlier this year.

 

“I don’t know that I’ve said anything special or unique, but when I do say something, oftentimes I hear ‘you said exactly what we were thinking,’” Cavallo told ADWEEK during an hour-long interview on Friday. “The difference [is] maybe I was stupid enough or idealistic enough to say it. I hope that someone else picks up that flag.”

 

Cavallo is retiring from advertising, having ascended from strategic planner—at what was then Mullen Advertising—to come full circle at MullenLowe Group as global CEO. But once a strategist, always a strategist: Cavallo is leaving the industry to pursue a new kind of fulfillment.

 

After completing a grueling five-week 500-mile el Camino de Santiago trail in Spain, Cavallo will put her three decades of strategy experience influencing human behavior toward social and political activism. Next year, she’s working on the Virginia governorship campaign, one of 2025’s most important races in the U.S. for being “the last state in the South to protect women’s rights,” she said.

 

Cavallo sends a resolute message to the industry about the value of creativity through her pick of successors. Former chief creative Danny Robinson will lead The Martin Agency as CEO, while Frank Cartagena, the former CCO of The Community, will lead MullenLowe in the U.S. Alex Leikikh will return as global MullenLowe CEO.

 

Defending creativity

 

Cavallo’s formative years in advertising came during 18 months at Mullen. A stint at Arnold followed, where the agency’s 1995 “Drivers Wanted” campaign for Volkswagen hooked her on an industry where “every day is different,” she said.

 

“It was a different kind of car advertising. One that prioritized the people in that story just as much as it did the car,” Cavallo said. That work on VW led to her winning the 4A’s Jay Chiat Award for Strategic Excellence.

 

During her career, Cavallo has never shied away from defending the value of an agency’s work.

 

In 2022, she challenged Coinbase CEO Brian Armstrong after he tweeted that no agency could have conceived of its Super Bowl ad.

 

As Cavallo pointed out, three of them—R/GA, Droga5 and The Martin Agency—all pitched similar ideas.

 

Cavallo also advocated for subscription payment methods after former client Discover was still running TV ads The Martin Agency created five years after the relationship ended.

 

Many agency CEOs start their careers as account execs—that path through the agency often affords staffers the best opportunity to learn how to balance client needs with the agency’s business. With her background in strategy—her first advertising internship as an account exec didn’t last the summer, she finished the internship as a strategic planner—and consistently championing creativity, Cavallo bucks industry norms.

 

“It’s one thing for the business world to question [the value of creativity]. It’s another thing for us to question ourselves, our own value that we provide,” Cavallo explained, adding Robinson and Cartagena know how hard, special, rare and important it is to make something that “breaks through … and makes an impression. And I hope that the industry notices that.”

 

Messages to a changing industry

 

Mass layoffs across holding company-owned creative shops and indies alike are contributing to the ad industry’s fatalistic cries growing louder.

 

Cavallo, however, has “done a 180 on this sense of doom and gloom,” she said.

 

She does see an industry morphing out of necessity, which she notes is nerve-wracking for people who cling to stability. But it’s an industry that will always be needed, especially in a “capitalistic society” that needs “to persuade people of a point of view.”

 

“In the last 30 years, the industry has said this is the end of itself, or the end of print, or the end of television, or the end of something as we know it,” Cavallo said. “The truth is we still have static images. They just may not live in a magazine. We still have video. It just may not live on television. We’re so quick to write ourselves off.”

 

Cavallo points out that the goal in every brief is to build, unify, grow or give voice to something important—all positives in her eyes.

 

“This is a glass half-full industry … we have important skills that the world needs more of, and we need to stop beating ourselves up and start getting to work on some of those bigger issues.”

16524: C-Suite Shuffle The Martin Agency.

 

MediaPost reported The Martin Agency promoted CCO Danny Robinson to CEO, succeeding Kristen Cavallo, who will now focus on her role of MullenLowe Global CEO. So, who’s gonna take the CCO role—Joe Alexander?

 

Robinson Promoted To CEO At The Martin Agency

 

By Steve McClellan

 

Danny Robinson has been named CEO of The Martin Agency, succeeding Kristen Cavallo, who has led the IPG-owned agency for the past six years and was named global CEO of sister agency MullenLowe Group 14 months ago.

 

An industry veteran, Robinson has been with The Martin Agency for nearly two decades, serving most recently as its chief creative officer.

 

Robinson has overseen some of Martin’s most recognizable recent work, including the UPS brand transformation (UPS x Awake Bodega at NYFW), TIAA’s The Dre$$, and, most recently, the viral campaign from Solo Stove that featured Snoop Dogg.

 

Prior to joining The Martin Agency in 2004, Robinson was co-founder of Vigilante, the creative shop behind the groundbreaking Oprah Winfrey Pontiac giveaway on Sept. 14, 2004, when the talk show host gave every member of the studio audience that day a new Pontiac G-6 sedan. 

16033: CEO WTF SMH.

 

Advertising Age reported The Martin Agency CEO Kristen Cavallo added the title of MullenLowe Global CEO, prompting the response: MullenLowe is still in business?

 

So, now Cavallo will be overlording two White advertising agencies at once, a feat that also underscores a perspective routinely echoed at this blog. That is, White holding companies have effectively created a commoditization of talent, whereby all employees are generic, interchangeable drones.

 

As demonstrated by the recent rejiggering at Dentsu, the commoditization climbs to the top of the corporate ladder, rendering CEOs carbon-copy clones—and Caucasian clones to boot. That Cavallo is assuming responsibilities formerly handled by two overpaid White people says a lot about the true value of the C-suite role.

 

Closing question: Does Cavallo get two corner offices? At a time when drones are toiling in cubicles and at-home cubbyholes, such a move would constitute common corporate cluelessness.

 

Kristen Cavallo Adds MullenLowe Global CEO Title

 

Cavallo retains her post as CEO of the Martin Agency while Alex Leikikh remains MullenLowe chairman and takes newly created executive role within IPG

 

By Brian Bonilla

 

The Martin Agency CEO Kristen Cavallo is adding another title to her business card: MullenLowe Group global CEO. Cavallo will continue reporting to Alex Leikikh, who has held the CEO title since 2015.

 

Leikikh will remain chairman of Mullen Lowe while also assuming the newly created role of executive VP of Interpublic Group of Cos. He will oversee several of the holding company’s U.S. creative agencies including Campbell-Ewald, Carmichael Lynch, Deutsch New York, The Martin Agency and Tierney.

 

The new appointments are effective immediately. Cavallo said she does not plan to name a successor CEO at Martin and will lead both agency entities moving forward. But she said the situation could change.

 

“If I find that I can't do it, then I will not let any agency suffer, but my hope and ambition is to do them both,” Cavallo said. “I’m going to rely heavily on the leadership teams at both agencies and certainly Alex.”

 

“We have very complementary skills,” Cavallo said of Leikikh. “I’ve always loved applying my strategic background towards thinking of an agency as a brand and coming up with positioning and a narrative and really honing that towards growth and new business. “Alex is really great at operationalizing and bringing all that sense of mission to the practice of advertising.”

 

This is a return to a familiar place for Cavallo, who started her career at Mullen in 1994, prior to its merger with Lowe & Partners in 2015. She joined Martin in 1998, eventually becoming a director of business development before returning to Mullen in 2011 as chief strategy officer. She was promoted to president of Mullen’s Boston headquarters office in 2014.

 

Three years later she was named CEO of Martin Agency. When she took on that role in 2017, Cavallo said she requested that Martin switch its reporting structure so that Martin reported directly to MullenLowe. (The agency had previously reported to McCann). “I requested that I report to Alex because I trusted him enormously based on my eight years having worked with him at Mullen,” Cavallo said.

 

A global role

 

Cavallo said she had contemplated making a career move for about a year before the new role came up.

 

“I reached out to people who had career paths that were interesting to me and I asked them what questions they asked themselves when they were interviewing, and what they wished they’d asked themselves, and did the job turn out to be what they thought,” Cavallo said. “I probably interviewed close to 20 people. I wrote down things that I thought would be interesting filters for me in my journey, and in the end I think I fell into advertising, to be quite honest with you, in 1994, and I think I’m choosing it in 2022.”

 

Ultimately Cavallo said she was looking for a global opportunity. In her expanded role she will be leading over 4,500 employees at MullenLowe in addition to the nearly 500 employees at Martin. She will now oversee Mullen’s 20 offices in 13 countries, which include major hubs in the U.S., London, Mumbai, Singapore and Bogota.

 

Currently, the U.S makes up 70% of MullenLowe’s business and the U.K. is its second-biggest market. Some of the agency’s biggest clients in the U.S. include KFC, which it won earlier this year, and Acura.

 

Globally the agency’s biggest clients include Unilever and Bayer. Moving forward, one of the key challenges for MullenLowe is winning more global accounts, according to Leikikh. “The thing that really helps those [global] markets is a global win, whether it’s a U.S. brand that we distribute through certain markets, or whether it’s a U.K.-based brand,” Leikikh said.

 

Keeping her voice

 

Another reason Cavallo elected to stay in the ad industry was that she said it allows her to have the most “impact” in a world that has given brands a platform to create change.

 

Cavallo referenced Twitter, for instance, which continues to lose advertisers under Elon Musk. “It’s brands that are holding the line on making sure that Twitter doesn’t turn into the worst possible version of itself,” Cavallo said. “Brands have an enormous role to play in a world where people are relying less on government and religion to stand their ground. And I think brands are stepping up and consumers are holding brands accountable.”

 

Cavallo, who has been outspoken on issues such as women’s rights and the importance of valuing agency creativity, also said she came to a realization that in another industry she may not have the same “freedom” to use her “voice” as she does now.

 

When the Supreme Court struck down the landmark Roe v. Wade ruling in June, Cavallo was one of the many agency executives that spoke out on the issue on LinkedIn, when she said the Martin Agency would cover travel expenses related to abortions. She also made headlines in February, when she called out Coinbase CEO Brian Armstrong for suggesting its Super Bowl ad was not made by an agency when the agency Accenture Song was behind the ad.

 

“I had to spend a lot of time thinking about ‘Is that voice valuable to me?’” Cavallo said.” Am I okay giving it up or not? And I decided it wasn’t worth giving up. I wanted to work within an industry where I had the freedom to comment on things that I believe in and that mattered to me.”

 

Removing conflicts of interest

 

In his new role overseeing the portfolio of creative agencies, Leikikh said his focus will be on finding more ways for agencies under his purview to collaborate. That could be by sharing resources or helping manage conflicts of interest on the new-business front. “There are RFPs (request for proposals) flowing in across the agencies all the time,” Leikikh said “Some [shops] have conflicts, some don't have resources, some are just not interested in certain brands. So before those RFPs go back to client consultants with a ‘No’ stamp, they [will now] go into this sort of constellation of agencies and then those agencies have an opportunity to respond to those RFPs.”

 

Other benefits will include talent retention and development, according to Leikikh, who says the collaboration will allow IPG to offer more opportunities for talent who are looking to leave their agency or relocate.

 

While Leikikh doesn’t foresee any mergers between any of the agencies within the portfolio, he isn’t ruling out acquisitions that could help the agencies collectively.

 

“We do see an opportunity to look at acquisitions that would serve as centers of excellence across the different needs of the agencies,” Leikikh said. Added Cavallo: “In contrast to a lot of our competitors in the industry, where they’re walking away from individual agency brands, I think IPG is choosing to double down on individual agency brands.”

 

Leikikh will also be involved in “special projects” across the holding company, according to a statement by IPG. “A good example would be what are our global capabilities on the production side of the house overall at IPG and how can we be smarter about how we deploy those?” said Leikikh. “It’ll be those kinds of projects.”

15745: On Coinbase, Caucasians & Crumbs.

 

Advertising Age and Inc. reported on the wailing and gnashing of teeth prompted by tweets from Coinbase CEO Brian Armstrong and The Martin Agency CEO Kristen Cavallo—as well as other industry dimwits with nothing better to do than pathetically pontificate on the World Wide Web. Read either story for the dumb-ass details. A key net comment: White advertising agencies are feeling undervalued by clients.

 

Boo-fucking-hoo.

 

Suze Orman is credited with saying, “When you undervalue who you are, the world will undervalue what you do and vice versa.” The statement is completely applicable to White advertising agencies and the White holding companies that own them.

 

As White holding companies continue to engage in Corporate Cultural Collusion—serving up a buffet of White shops for clients to choose from—the end result is a commoditization of services.

 

Furthermore, when White advertising executives routinely shuttle between Caucasian companies, the end result is a commoditization of talent.

 

And finally, when the collective industry ultimately turns every engagement into a bidding war—where the lowest estimate wins the assignment—the end result is an erosion of value.

 

Cavallo even acknowledged that it is common for multiple White advertising agencies to present similar campaign concepts, confirming the commoditization of services and talent. Coinbase handing the Super Bowl project to consultancy-turned-White-advertising-agency Accenture confirms the erosion of value.

 

But what makes the Adland-wide whining from Cavallo and assorted White executives so offensive is that the crybaby theatrics were staged during Black History Month. After all, the slights experienced by White advertising agencies are nothing compared to the disregard, disrespect and discrimination—as well as crumbs—deliberately directed at minority-owned firms.

 

In short, any BHM patronizing parties and promotions performed on Madison Avenue were trumped by the blatant display of White privilege and systemic racism.

 

Coinbase’s Super Bowl Ad Controversy Sparks Call For Change On How Agencies Are Treated

 

Response by Martin Agency’s Kristen Cavallo ignites firestorm over ‘lack of respect’ for shops

 

By Brian Bonilla and Parker Herren

 

A 12-part tweet from Coinbase CEO Brian Armstrong over the cryptocurrency's Super Bowl ad—and a response from The Martin Agency’s CEO Kristen Cavallo—seemingly began over credit for advertising ideas, but ended up generating an industry-wide groundswell over agency-client relationships. As agency exec after agency exec weighed in on the debate that played out over Twitter and LinkedIn, it was clear that the exchange touched a nerve within the industry: Agencies are feeling undervalued by clients.

 

It began with Armstrong taking a victory lap Monday on Twitter over the company’s QR code Super Bowl ad. Armstrong praised the ad in a series of tweets, even going as far as to claim that “no ad agency would have done this ad.” That prompted a response from Cavallo of Martin, which won agency of record duties for Coinbase in May: “Except an ad agency did do that ad.”

 

Cavallo’s contention was that Martin had actually come up with the idea for the bouncing QR code, and in her tweet she cited pages in a deck the agency had submitted to Coinbase in August to prove it.

 

Accenture Interactive had been credited with creating the Super Bowl ad. Coinbase and Accenture Interactive did not respond to requests for comment.

 

Cavallo later said her intent was not to seek credit for Martin, but to call out Armstrong’s disrespect for the agency world in general. “It’s not an IP issue or credit issue,” said Cavallo, who later acknowledged in a LinkedIn post that “I understand that multiple agencies can arrive at a similar idea.”

 

Rather, Cavallo said in an interview, “I think that ad agencies are tired of feeling the lack of respect that shows up in so many ways. It shows up in timelines, it shows up in fees, it shows up in jump balls. It shows up in extraordinarily long pitches, it shows up in not having a seat at the table, it shows up in being actively dismissed or erased for our contribution. I feel like agencies are feeling dismissed and that the value of what we provide is being called into question every day.”

 

Cavallo’s sentiment resonated with the agency world, which roared approval. “I hope [Cavallo’s action] inspires the agency world to stand up for itself," said Mike Duda, partner, Bullish. “There is a lot of bad behavior and it won’t stop if you don’t call it out—and she did it with absolute class.”

 

Coinbase CMO Kate Rouch said in a tweet Monday that, "Multiple agencies—including The Martin Agency—pitched us ideas that included QR codes for several different campaigns. However none of the ideas from any of our partners were conceptually what we were looking for and remained on the cutting room floor."

 

Rouch said she made the decision for Coinbase to drop Martin after becoming CMO: “Breaking up is hard to do,” she tweeted. “I wish the team at The Martin Agency all the best.” As for Armstrong’s initial tweets crediting Coinbase’s in-house team for the ad, Rouch said: “The fit with our creative partner Accenture Interactive (AI) was seamless—so much to that extent our CEO actually thought we were a single team when presenting work.”

 

Glenn Cole, founder and creative chair at 72andSunny, says this is all part of an “overdue” conversation on the true value of creativity. “Agencies have an opportunity to better understand how value is truly measured and perceived by their clients,” Cole said. “Clients have an opportunity to re-evaluate how, and maybe even why, they need a creative partner and how to foster an environment and relationship that makes the most of it, otherwise, why bother? Clearly, expectations are not aligned in a lot of these relationships. You can’t build trust in that environment.”

 

The Big Game ad

 

Coinbase’s minimalist Super Bowl ad made a splash among flashy Big Game work with its bouncing, color-changing QR code. The spot racked up big numbers for the crypto platform and even crashed its site briefly, although it ultimately placed last in USA Today’s Super Bowl Ad Meter. Overall, the ad seemed an incontrovertible success. In the tweet thread, Armstrong said an unnamed agency pitched Coinbase “a bunch of standard Super Bowl ad ideas,” which he defined as “gimmicky, celebrity cameo driven, going for a laugh,” but that ultimately the brand’s internal team thought up their own ideas. In her tweets, Cavallo claimed Martin pitched the floating QR code concept on Aug. 18 and Oct. 7, 2021, and referenced the page numbers of the pitch that she says contained the idea.

 

Armstrong’s tweet credited his company’s team with “breaking the rules on marketing” and charged that agencies are too concerned with impressing their peers. In his tweets, Armstrong also said that the work was partially inspired by Reddit’s 5-second 2021 Super Bowl ad. That spot was produced by R/GA, which shared its own thoughts on the situation over Twitter.

 

R/GA had in fact participated in the review for Coinbase’s business last year but had not pitched any work that was similar to the Super Bowl spot this year, according to Tiffany Rolfe, R/GA’s global chief creative officer.

 

The industry weighs in

 

In a follow-up post on LinkedIn, Cavallo wrote that “I objected to the dismissive tone of [Armstrong’s] thread and the denigration of ad agencies. I felt compelled to respond to the bravado of, ‘No agency would have done this ad,’ because in fact, an agency did. The purpose of my response was to stand up for agencies and creatives, and the value we provide.”

 

At this writing, the post had more than 8,000 reactions and 515 comments. Prominent agency executives flooded social media with supportive comments, including Alex Lopez, global chief creative officer at McCann Worldgroup; Sandy Greenberg, co-founder and CEO of Terri & Sandy; Amani Duncan, president of BBH USA; Keith Cartwright, president and chief creative officer at Cartwright and Javier Campopiano, global chief creative officer of Grey.

 

“I was so happy to see somebody finally calling a client out for this kind of thing, it’s not just the bad behavior. It’s the arrogance that really gets to me, which was my first reaction when I saw it,” said Nancy Hill, co-founder and CEO of Media Sherpas and former CEO of the 4A’s. “It was a way that he was so dismissive of ad agencies and what it is that they can do for a brand or for a company.”

 

Standing up

 

The issues brought up from the tweet struck a nerve with other leaders in the industry, with a recurring theme that this is an all too common problem.

 

“If you stand up for your work in this way, you can be labeled as difficult to work with. And no agency wants to be that. So we stay silent. We don’t say anything,” said Kendra Schaaf, managing director at Mojo Supermarket. “We let people steal our ideas because we want clients to call us in the future. This is the primary reason you don’t hear stories like this. But we’re seeing more agencies believe in their work and their reputation.”

 

“And on the ‘No agency could have done this,’ I didn’t realize all the creative advertising geniuses were hiding at Coinbase. Looks like we’ve been recruiting from the wrong places,” Schaaf added.

 

David Demuth, CEO at Doner said, “I think more and more with clients building in-house operations and doing project-based engagements and things like that, it’s bound to happen. For agencies, our ideas and our intellectual property, that’s our currency. And when those things are being co-opted or stolen and we don't get paid for it, that’s unfortunate.”

 

Lindsey Slaby, founder of Sunday Dinner added that she was “befuddled” as to why Armstrong “felt it necessary to have this Twitter dialogue,” but applauded Cavallo’s willingness to speak up. “I like to see leaders who are always looking forward and that can mean blowing things up. It takes very brave and new leaders to do this. People from different industries, different backgrounds, and with different points of view.”

 

And she added: “Since when is Accenture not creative either? [Global Chief Creative Officer] Neil Heymann and [CEO and Creative Chairman] David Droga happen to be at the helm and are two of the most visionary creative talents of our lifetime.”

 

‘Promiscuous world’

 

Jeff Goodby, co-founder of Goodby Silverstein & Partners, said both clients and agencies have obligations, particularly now given the unraveling of agency of record relationships.

 

“In a promiscuous new world of project work, it’s up to the clients to keep these things straight. You are playing fast and loose with people’s creativity, craft and ultimately, livelihoods,” said Goodby, adding that clients need to consider: “Will your brand want that reputation? Brands are going to have to give a shit about things like this.”

 

This discussion is far from over and Cavallo, for one, believes it’s overdue. “I have received a few emails from industry leaders that I respect that have suggested that we get together and talk about how we can propel the industry forward and I look forward to that,” Cavallo said. “I hope that agencies and clients unpack why this struck a chord. I hope they unpack what is the deeper issue that motivated so many people in this instance and how can we create a level footing between agencies and clients based on mutual respect and value for the role of marketing in generating business success.”

 

Contributing: Keira Wingate