Stihl selects Martin Agency as creative agency of record
Stihl Inc., a manufacturer of handheld outdoor power equipment, has named The Martin Agency, based in Richmond, its full-service creative agency of record after a competitive review.
The partnership marks a key moment for Stihl in North America as the brand looks to evolve its image and reach a new generation of makers, builders and do-it-yourself consumers while entering its second century in business.
“For nearly 100 years, Stihl has been about more than tools. It is about pride, craft and doing things the right way,” Eric Bjorling, vice president of marketing at Stihl Inc., said in a statement. “The Martin Agency understands where we’ve come from and where we’re going, combining strategic rigor with creative vision to help us get there. When you see the work, you’ll see a powerful call to action and a strong reason for people to choose Stihl.”
The Martin Agency will lead a new creative direction for Stihl in North America, with responsibilities that include brand strategy, creative, visual identity and design, social media, activations and production. The agency will be tasked with expanding Stihl’s relevance across audiences and channels while maintaining its connection to professionals and homeowners who use the brand’s products.
“In an increasingly fragmented world, even the best brands run the risk of becoming invisible,” said Michael Chapman, chief client officer at The Martin Agency. “At the center of this collaboration is an idea bigger than advertising. It will guide everything from retail merchandising to how Stihl shows up in culture, with every touchpoint amplifying their heritage and vision for the future.”
The creative platform will also extend to e-commerce, supported by IPG sister agency MRM.
The Martin Agency’s states that its selection by Stihl continues its track record of helping modernize legacy brands through culturally relevant, human-centered storytelling. The Richmond, Virginia-based agency has been recognized by Ad Age, Adweek and Fast Company for its creative effectiveness and innovation.
