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“Durango. Burgundy. It’s kind of a big deal.”


And people are noticing. The new Dodge (owned by Chrysler) ads debuted over the weekend featuring Will Ferrell as his Anchorman character: Ron Burgundy. The ads are somewhat ridiculous, but in my opinion, just plain funny.

The ad campaign focuses on a single feature per spot such as horsepower, mpg, and even the glove box in an attempt to grab the attention of the viewer instead of the all too popular attempt to artfully dump a long list of features.

Because Chrysler has the smallest budget of the big three automobile companies in Detroit, they often need to take more risks to stand out and keep up with their competitors. This time they got Will Ferrell, a huge name in comedy, for free.

Well… almost free, it only cost Chrysler a short bump of Anchorman 2 at the end of each spot and some creative work, because Ferrell and his team decided to take the reins and develop their own scripts. They created most of the 70 filmed spots, some of which will not be featured on TV or Dodge’s YouTube channel, but on Ferrell’s Funny or Die website.

The campaign doesn’t just consist of video; there are also posters and print ads that all tie Ferrell’s character and the Durango together seamlessly.

My favorite feature of the campaign that I have experienced (at this point) is the display on the Dodge YouTube channel home page. As you scroll down, you see a picture of Will Ferrell doing a signature Burgundy pose with the caption: “Ready to build your Durango?”, with “yes” and “no” buttons. I moved my cursor over the “no” button just to see what would happen and….. well, see for yourself:

Teamwork and Art Direction

When I first began my internship here at Martino, I had been a little confused as to what being an art director really meant. Do they just create things or is there more to it than just that? Being an art director in advertising is a lot more about teamwork than one would realize. In order to create a concept for an idea, an art director and a copywriter work together in order to make the copy, or words within an advertisement, and the visual aspects of the advertisement work together in order to portray the concept behind what the advertisement’s message is and what it is trying to get across. The art director and copywriter are also not only responsible for one type of media either. They work together for print and television, as well as any advertisements that one might see in the real world or on the internet.

Trying to get a message across to an audience is like trying to solve a puzzle. Every piece of the puzzle has to work together and fit together correctly in order for the big picture to be seen. Visual and conceptual have to come together cohesively, or the message that needs to be portrayed simply isn’t and the advertisement isn’t nearly as strong as it could be.

The Art Director of a project also coordinates almost all other aspects of the project. The video below shows the creation of an advertisement for the new Adobe Max. Art Directors behind this particular project not only facilitated how the final project would look but also highlighted the process behind the project was created, reflecting the fact that Adobe products are used behind the scenes to create.

Copywriter or Copyrighter?

Especially in spoken conversation, it’s very easy to confuse the two. These words are homophones, meaning they share sound but not spelling or definition. You probably already know what copyright is. This refers to a creators exclusive legal right to his/her work. So a copyrighter is a person who secures that right.

But what is a copywriter?

I’ve come to find that a lot of people have no idea. I usually get a lot of blank stares when I say I’m the copywriter intern at Martino Flynn. Basically, a copywriter is someone who writes copy. Usually this is in reference to advertising.

I know that’s still confusing so I’m going to give you some examples.

Durex brand condoms ran a campaign called Love is Blind. Durex used nothing but copy to convey their message.

Love is blind whatever

Another example is the Volkswagon Don’t Text and Drive campaign. Again, only copy was used to convey the message.

VW text and drive copy Of course, these are just examples of copy in print ads and this does not even begin to cover the full scope of copywriting. However, I hope you now have a better understanding of what a copywriter does.

Fall 2013 Intern Introduction

Group Photo

From left to right: Evan Mulvehill, John Allen, Shelly Massachi, Cali Gaydorus, and Nick Guadagnino

Hi, we’re the fall 2013 crop of Greenhouse interns and we’ll be posting here weekly about our experiences in the agency!

Evan Mulvehill
Rochester Institute of Technology ‘14

I survived a neglect-filled childhood as a middle child (3rd of 4) in Webster, New York. In the fall of 2011, I started as a computer engineering major at RIT, but after a couple of quarters spent staring at computer screens, I switched into business for the sake of my eyesight and sanity. I am now a third year marketing student aiming to graduate in May, 2014, but I am taking a short 15 week hiatus to be the account service/project management intern at Martino Flynn. I actively play many sports (perhaps too actively) including, soccer, football, golf, volleyball and basketball, resulting in a continual series of injuries. Between icing sessions and the journey to becoming a marketing guru, I enjoy watching a wide array of comedies, listening to 90’s rock, and playing guitar. I am also a dedicated Miami Dolphins fan for unknown reasons.

John Allen
SUNY Geneseo ‘14

Everyone has a moment in their lives when they decide “I want to do that.” For some, it happens in college; for others it takes a lifetime of searching. When it happened to me, I was a 10-year-old kid watching commercials on a Saturday morning. I thought to myself, “who actually makes these ads that I see every day?” I didn’t know how I would do it at the time, but I knew that I was going to be a part of that when I was older. As one of the account service interns in the Greenhouse program at Martino Flynn, I’m looking forward to learning as much as possible about what it takes to bring a client’s message to the big screen – and all the small ones in between.

Shelly Massachi
SUNY Geneseo ‘13

Hi I’m Shelly; I’m the copywriter intern here at Martino Flynn. I just graduated from SUNY Geneseo with degrees in both Communication and Vocal Performance. I’ve lived in Rochester since I was barely a year old and before that I was in Israel, where I was born. I hope to leave home and move to New York City someday soon to pursue a career in either advertising or public relations. Until then, my experiences at Martino Flynn are definitely helping me prepare for the future.

Cali Gaydorus
SUNY Brockport ‘13

Hi there! My name is Cali and I am the Art Director intern for Martino Flynn this fall! I graduated this past May with a Bachelor’s Degree in Communication Studies and Graphic Design from The College at Brockport. I love design and I am so excited that I have the opportunity to work here at Martino Flynn and see the kind of work that goes into advertising and marketing campaigns. This has been a great experience so far and I am definitely looking forward to having that continue!

Nick Guadagnino
Rochester Institute of Technology ‘14

In all of my experiences, whether it be at work or school, I have made tremendous efforts to ensure that everyone is happy. That’s the kind of personality that I carry. If someone is displeased, then it affects me just as much. I knew public relations was the field for me because of this quality. When I graduate from RIT this spring, I intend to find a career within a marketing agency so I can continue making people, clients, and co-workers as happy as possible.

Group Selfie 1

Personal Paycheck

Define personal paycheck you ask? Your personal paycheck is what you do to feel fulfilled and emotionally enriched. For many people what we are required to do in our professional lives differs from the activities we would choose to make our lives more enjoyable and fulfilling. Your personal paycheck can enrich your mind, your heart, even your spirit, while your actual paycheck may simply just enrich your bank account.

As a young art student, I’ve found a desperate need to balance what is required of me in my classes versus what makes me feel fulfilled not only as an artist, but in my personal life as well. Of course there is value in doing well in school, impressing my professors and classmates, expanding my portfolio, and molding my creative mind. In the end, it’s all leading me to a higher objective: a career, right? Absolutely, but I still run into feelings of wanting to break out of my school routine and the nagging desire to do something out of the ordinary. The term ‘ordinary’ is subjective to each person, but for example, when I need to enrich my personal life—I travel. It could be near, in the next state over, or across the country, but I make a plan to step outside my comfortable bubble, meet new people, and see something astonishing.

As a student, I can’t always afford to take an extravagant trip to some far off charming land, so there are simpler things I do to enrich my personal life: help a stranger, or help a friend, cook my family dinner, sit down in a quiet place and sketch, or go for a long run down a quiet country road. It doesn’t matter how grand or trivial the activity, but if it brings me happiness and a sense of gratification, then I know I’ve just cashed a personal paycheck.

Although, sometimes the road to professional success and personal happiness are two different paths, sometimes we get lucky and the two merge. It may not happen often, but occasionally in our lives we stumble upon a profession that satisfies us emotionally while utilizing our specialized skills and talents. This is where people make the differentiation between merely having a job versus having a career. Ultimately, we all hope to discover a profession where our skill sets, personal satisfaction, and need for income coexist happily together.

So pick up that paintbrush, dust off your old bike, or go donate some of your time to charity—whatever it is, you owe it to yourself, so go cash that personal paycheck!

Written by Amy Slentz


Graphic created by Amy Slentz 

Be smart, be creative, be collaborative, be passionate

These words are more than just a part of the office scenery here at Martino Flynn, but the mantra of this firm and a piece of advice for us interns.

As young professionals, we know that it is important to channel our youthful enthusiasm in a direction that will hopefully guide us through the next years of uncertainty after college graduation. For many of us, the economic forecast calls for heavy student loan showers with a slight chance of optimism.  In addition to the motivation to push through the current economic storm, these words are a young professional’s attitude compass to success.

Be smart: This umbrella term applies to much more than remembering the skills learned in school and how to apply them. Our generation understands more than any other generation that the Internet is a powerful place. Information spreads faster than the blink of and eye—regardless if you are employed or not—everything you post online is a reflection of what kind of person you are. Your online presence is one of the easiest things you can control. Be smart about it.

Be creative: This should already work in your favor. As a fresh mind new to the professional world, you have the ability to bring new ideas to the table. Keep those creative juices flowing and take up freelance work in whatever field you’re most interested in. Maximize your creativity whether it be writing or graphic design and turn your knack for something into a marketable asset for yourself.

Be collaborative: Working with a group to accomplish a task can be challenging and rewarding experience. In an idealistic group setting, the strengths and weaknesses of each group member will balance each other and create a net of collective strengths that results in an outcome more effective than if a member had worked alone. This may not always be the case however, understanding what type of personality you have when working in a group dynamic is important. Regardless of how you personally feel about a group member, they are still part of your network of professional acquaintances…. so play nice!

Be passionate: This can apply to every facet of your life. Although sometimes it can be difficult to feel passionate about a dull task, understand that it takes many stones to build the mountain of success. Everyday is small success in itself. Feel confident that you’ve made another step in the direction of landing your dream position.

Written by Emily Drzewiecki


The Client and the Agency: Seeing Both Sides

I came to Martino Flynn after meeting two of the account executives, Beth and Rose, at the horse races in Saratoga Springs. I was interning in the marketing department of their client, W.F. Young, Inc., a company in Western Massachusetts where I’m from. This is one of the biggest names in the horse care industry, which I know from having horses myself.

Working at W.F. Young, every Tuesday at 10:30 I would sit down with the marketing team to conference call with the “agency” to go over “status.” For months, I only knew Beth and Rose as friendly voices, reporting research, explaining timelines, and making informed suggestions. The amount of time and care that they put into their client was evident; the status reports were long and there was always action and attention on every item. Ads would be resized, e-mail blasts sent out, and press releases distributed, as if by magic. Thank goodness for the ad agency.

In August, I was lucky enough to be invited on a weekend trip to Saratoga Springs, where we would be researching a new product and getting a behind the scenes look at the racetrack. I was thrilled to hear Beth and Rose would be there too – finally, I could put faces to the names of these incredible women that made so much happen!

It was at the racetrack that it became evident to me how important a good relationship between client and agency is. First, the fact that the account executives were willing to devote a weekend to traveling to Saratoga with their client to learn more about the product and to present research they had already done was impressive in itself. They were going above and beyond the call of duty. It was then that I also saw that this relationship went beyond client and agency – there was a level of trust and commitment between the two parties that showed the executives were genuinely interested in promoting these products, and the marketing team was confident that the agency would do a good job. These people were friends – cheering on the horses with the prettiest colors and cleverest names.

In the fall, I headed back to school in Western New York with an offer to come intern at Martino Flynn with Beth and Rose. Seeing the other side of things has taken the mystery out of the “magical” ad resizes and e-mail blasts, and it has ultimately deepened my understanding about how ideas are put into action and executed.

There are job jackets that carry tasks out to completion. Everyone in the agency plays an important role; every item on the status report is a team effort. Communication internally and with the client is essential for success. Now when I sit in on W.F. Young status reports on the other end of the line, I know what kind of work is being done to make each item a reality.

Seeing both sides of the client-agency relationship has opened my eyes to how good work is accomplished. It’s some give and take from both sides, and requires trust, communication, and commitment. These are all qualities that Martino Flynn brings to the table, treating W.F. Young, and every client, as a unique case.

Creative interning & the morphology of ideas

The past several weeks at Martino Flynn have been an incredible learning experience for me as I dive into the creative world of the advertising industry. I just thought I’d share a bit about what I’ve found most interesting: the morphology of ideas.

From brainstorming to deliverables, the ideas that develop and evolve are ever changing. It has been an incredibly engaging and enlightening experience to watch concepts transform right before my eyes as they’re fine-tuned through feedback, editing, more feedback, more editing, and then more feedback– and yes, some more editing!

You must be prepared to part with your favorite ideas, but also learn not to discard others so quickly. No specific concept is ever complete, and the more creative input you have, the better it will become.

Never lose sight of your original message, but take every single piece of advice and consider it carefully, even if you disagree. When creative brains come together, you never know when an idea is going to evolve into something even better than you had hoped.

Max & Brandyn hard at work on a creative spread

Manifest Destiny

What is a manifesto, and why have they been popping up everywhere? We have seen these creative declaration pieces in stores, companies, homes, online and even lately sold as home décor on canvas. So what is at the core of this new trend?

A manifesto is a statement pieces declaring you or your organization’s goals, likes, and dislikes, motto’s and words to abide by.

And, manifestos have actually been around for quite some time. Many have articulated their words to live by long before us; Frank Lloyd Wright, Martin Luther King, John F. Kennedy and the most famous of them all, our forefathers in The Declaration of Independence, just to name a few.

Reading these pieces everyday can keep you on track, knowing where you are going and where you came from, inspiring you to live everyday in the way that you feel fulfilled doing.

Here at GreenHouse we see the importance in announcing what we are here to do, the changes we will make, what we will learn, who we are individually, and who we are together as a whole.

This is Greenhouse!