• by Larissa Faw , August 19, 2020

The Martin Agency is promoting Danny Robinson to Chief Creative Officer replacing Karen Costello who is returning to Deutsch LA to serve as CCO. Like his predecessor, Robinson’s appointment is a first for the agency.

Costello was Martin’s first female CCO and Robinson, its first Black CCO. “It’s the responsibility of leadership to set the pace of change,” says CEO Kristen Cavallo. “We’re committed to progress, and it’s within our control to see that our actions live up to our words.”

Robinson’s career trajectory is diversified and unusual. In addition to his decade-long experience as a stand-up comedian, he began as a brand manager for General Foods before receiving an MBA and moving into copywriting.

Robinson eventually co-founded Vigilante, a NYC agency specializing in cultural influence. Along the way, Robinson helped orchestrate one of advertising’s most talked about and memorable brand activations: the giveaway of 276 Pontiac G6’s on The Oprah Winfrey Show, gifting pop culture with the now iconic phrase: “You get a car!”

His work for Johnnie Walker Black Label, Major League Baseball, Snapple and Heineken caught the attention of Mike Hughes, Martin’s Chief Creative Officer and President from 1995-2013, who convinced Robinson to join his creative leadership team in 2004. Robinson played a key role in winning the largest account in the agency’s history, for Walmart.

Two years ago he was promoted to Chief Client officer and a member of the agency’s executive committee. At the time, Robinson’s move seemed unconventional for a creative director, but it leveraged his ability to build bridges between culture and brands, and between clients and creativity. The shop has won many new clients since including Buffalo Wild Wings, CarMax, DoorDash, Old Navy, Twisted Tea and UPS.