Soloist Backed By Martin’s Full Orchestra

According to Adweek, creative veteran Jonathan Cranin has taken his yearlong working relationship with The Martin Agency to the next level, by joining the IPG shop’s New York office under the aegis of a one-man practice called Cranin@Martin.

Cranin said the deal with Martin “gives me the chance to scratch my entrepreneurial itch while still having the opportunity to work on ambitious Martin Agency projects.”
C@M clients can contract for Jonathan’s services either separately or as part of a larger package bundled with Martin services.

This strikes me as a sweet deal for Cranin and an innovative move by Martin. As the agencies look for new structures to support new marketplace realities, I hope to see many more such deals.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.