The Martin Agency has been selected as the new creative agency of record for CarMax following a four-month review. The used car retailer previously worked with McKinney.
One of the key initiatives Martin will support is the nationwide rollout of CarMax’s new customer-driven, omnichannel buying and selling experience. That effort involves integrating its online and in-store car shopping platforms.
By February of 2020, the majority of CarMax customers will be able to buy a car either completely from home, in-store, or through an integrated combination of online and in-store experiences.
“Martin impressed us throughout the selection process with their passion for our brand, strong strategic thinking, and compelling creative work,” said Laura Donahue, vice president of marketing services at CarMax.
Both the agency and client are headquartered in Richmond, Virginia, which Donahue noted would “maximize collaborative efforts” between the new partners.
“Consumers’ rapidly changing expectations and technological advances set the bar high in the retail industry,” said Michael Chapman, Chief Growth and Strategy Officer at The Martin Agency. “CarMax is a company with a great story, and we hustled hard to be the agency that gets to tell it.”
The agency in on a win streak. This is the fourth win in the past five months, including UPS and Buffalo Wild Wings. It won the latter’s creative business last November and added the digital account in a separate review last month.