• by Richard Whitman , Columnist, June 7, 2016

In celebration of its Agency of the Year status earned at the 2016 One Show and a recent Effie Gold for Sustained Success, The Martin Agency decided those individual distinctions were not enough so they combined them into one awarding themselves the first Onefie Award for Creffectiveness.

Of the win, The Martin Agency Chief Creative Officer Joe Alexander said: “We have always prided ourselves on creating work that is not only incredibly creative but also incredibly effective. We call that Creffectiveness.”

The agency has been recognized for multiple awards recently. Following its Agency of the Year at the One Show win, the agency snagged the inaugural Penta Pencil, an award given to an agency-brand team who, together, have created great work for five or more continuous years. In addition, agency client GEICO was named Client of the Year.

The Effie Gold for Sustained Success, given for products or service communications efforts that have experienced sustained success for three or more years, was also awarded for Martin’s relationship with GEICO.

And now for the really important part. Because the Onefie award is totally fake, in order to create the Onefie award, a team of engineers and technologists was tasked to go to a hardware store and get some duct tape. They then taped the two awards together, officially creating the world’s first Onefie award.

But in a display of that oh-so-innate wise-cracking attitude so prevalent in every creative with a built in chip on their shoulder, the team had to eschew direction and "get creative" by using twine instead of duct tape.