On My Radar: Brian Martin

As seen in Shots

Brian Martin, svp, marketing and communications at Project Worldwide, gives credit to Kaepernick, kudos to phone cameras, and explains why the consumer is the most significant change he’s seen in the industry.

What’s the best ad campaign you’ve seen recently?

Nike’s “Just Do It” campaign with Colin Kaepernick. It restored my faith in the power of a single ad to move people and drive business.

What website(s) do you use most regularly and why?

Contagious. It lends insight into the most cutting edge technology in the marketing world.

What’s the most recent piece of tech that you’ve bought and why?

A Samsung TV and Sonos sound bar for maximum media enjoyment in my den.

What’s your favoured social media platform?

Twitter. Daily insights and observations from my curated list of thought leaders I respect.

What’s your favourite app on your phone?

Camera. Records my life for future playback.

What’s your favourite TV show and why?

Rachel Maddow on MSNBC. A necessary perspective in turbulent times.

What film do you think everyone should have seen and why?

Three documentaries: Man on Wire, Won’t You Be My Neighbor?, and RBG. Each demonstrates what’s possible when you set your heart to it.

Where were you when inspiration last struck?

At dinner with an industry leader, talking about some of the leading-edge things Project Worldwide agencies are doing with technology. When I finished going through them, this person leaned in to me and whispered, “I know I should know more about this stuff, but I have no idea about any of it.” It immediately clarified the direction for a podcast I am about to launch.

What’s the most significant change you’ve witnessed in the industry since you started working in it?

The consumer. The tools people use to make sense of the world have grown and evolved so dramatically that there’s less distance between them and brands. Advertising is less significant. Making experiences meaningful is everything.

If there was one thing you could change about the advertising industry, what would it be?

The ability to better quantify the power of creative ideas and their impact on business results.

What or who has most influenced your career and why?

Tom Timen, president of Garolini Shoes. When I was a junior in the industry, he took a call from me and gave me a chance to pitch his business. We worked together for several years and it taught me a lot about relationships and how to work with brilliant clients. I will never forget him.

Tell us one thing about yourself that most people won’t know.

My brother is about to land his second rocket on Mars for NASA. I’ve learned a lot about the engineering mindset while growing up with him and that skill is increasingly important for working with people and navigating the future of the marketing world.