The Martin Agency was selected by Wizards of the Coast as its new agency-of-record for consumer brand engagement.
The publisher of Magic: The Gathering and well-known role-playing game Dungeons & Dragons made the announcement after a review that pit the agency against two unnamed agencies. The Martin Agency has been asked to spearhead branding and strategic planning efforts as the company looks to expand its properties.
The card game, which has marked its 25th anniversary, has about 20 million people worldwide playing it, as well as a professional tournament circuit that’s been solidified with e-sports surge into popularity.
Aland Falide, vice president of user acquisition and digital marketing for Wizards, said in a statement: “We are thrilled to announce our partnership with The Martin Agency. Their specific brand of creativity and imagination aligns perfectly with our products and what we aim to create.”
Taylor Wiegert, vice president, planning director at the Martin Agency, added: “The opportunity to help build a brand that played such a pivotal role in my life growing up is incredible. And with renewed interest in sci-fi and fantasy genres franchises like the MCU (Marvel Cinematic Universe), Game of Thrones, Star Wars, and Harry Potter, the Magic: The Gathering brand is also enjoying its second heyday and feels better poised than ever to enjoy their mainstream breakthrough moment.”
The Martin Agency continues a rebound of a 2018 that included the addition of Danny Robinson as its chief client officer, following the abrupt appointments of Karen Costello and Kristen Cavallo as chief executive and chief creative in the wake of the agency’s December #MeToo movement.
Costello and Cavallo recently attended the 4As Face of Talent Week celebrating the achievements of the trade organization’s talent initiatives alum from MAIP and high schools, as well as its Foundation scholars. Costello had been awarded the annual Gladiator award, which Cavallo said was a reflection of her colleague “grabbing the brass ring” in stepping up to her new role.