- Tuesday, Oct. 11, 2016
Award winning Marketing Executive Peter Martin has launched FLEX Creative, as a new, creative services agency specializing in the design and production of promotional and in-show content for broadcast television, cable and streaming industry clients, programs, and projects, across all media platforms. Concurrent with its launch, FLEX’s initial client roster includes 20th Television, Disney, and Scripps Networks Interactive.
Martin’s career within the entertainment and broadcasting industries spans over 30 years, including eight years at Fox, six years at Disney, and more than 16 years as an Agency Creative. Just prior to the launch of FLEX, Martin was the founder of United Front Media, where he led television’s transition from analog to digital for the National Association of Broadcasters (NAB), and co-founder of United Front Design, which produced the launch campaign for Disney’s “WATCH” apps, enabling viewers to stream live content on their smartphones, tablets or computers. The campaign comprised over 50 on-air spots, over 200 digital print elements, and a three-day shoot.
FLEX Creative specializes in providing clients with a suite of services, ranging from TV Promos and Episodic Spots, Syndication Campaigns, Print, and Motion Graphics, to Web Banners, Social Media Content, Sizzle Reels, and many more. At start up, FLEX has 10 full time employees, including writers, producers, graphics artists and editors. The new company is located within Roundabout Entertainment, a state-of-the-art, full service, post-production facility. This strategic alliance with Roundabout allows FLEX Creative to be “future-proof,” and the ability to quickly scale up to 4K or scale down to all social and digital media platforms required by the needs of the company’s diverse clientele.
Regarding the company’s launch, Martin said, “As the term FLEX, by definition, connotes flexibility and strength, the thinking behind our new company name ‘FLEX Creative’ embodies these traits. Our goal is to support clients with creative promotional and content solutions, through initiatives large or small, wherever and however content lives - and everywhere their viewers are consuming it. The team we have assembled here at FLEX has the proven experience, talent and technological skills to help our clients meet the creative promotional demands they are facing around the world from today’s rapidly changing marketplace.”
“For the last nine years, I’ve worked at the forefront of advertising new technologies that have disrupted the way consumers view content,” he adds. “With the launch of FLEX, I like to think that we’re disrupting the traditional creative marketing agency by introducing a new model to the industry.”
About PETER MARTIN
A 30-year television advertising and marketing industry veteran, Peter Martin has created and developed hundreds of consumer and trade campaigns for broadcast, cable, syndication, video on demand, pay-per-view, online and digital clients and projects. His award-winning marketing experience runs the gamut from running agencies, to developing campaigns for a major studio, to working at local broadcast stations.
After graduating from San Diego State University, Martin moved to Los Angeles, where he began his career working for LA’s KCOP, an independent TV station, in the Commercial Operations department. Quickly moving up the ladder, Martin was soon hired as a writer/producer within the On-Air Promotions department. Later promoted to Manager of Creative Services, Martin wrote and produced on-air promotional spots for KCOP, supervised the production of print advertising, and oversaw PR efforts for the station.
KCOP’s ratings in primetime were highly successful, and Martin was next recruited to join KTTV as a Creative Director, just as that station was beginning its transition to becoming a Fox owned-and-operated station. In 1988, Martin was promoted to Director of Creative Services, overseeing all of KTTV’s on-air, radio and print advertising efforts. During his tenure, the station led the market with kids, teens, adults 18-34 and adults 18-49.
During this time, Martin also became involved with launching shows produced by the Fox Television Station group, most notably “COPS,” which Fox network had initially buried in a Sunday 10:30pm slot. Martin produced a special print, on-air and radio advertising campaign to promote the show in a high-platform, one-week test. That test in LA was so successful that “COPS” earned an 8pm Saturday night time slot on Fox, where it ran for nearly 20 years.
In 1993, Martin pitched the idea of FOX Kids Club as a wraparound programming element with membership rewards. KTTV’s FOX Kids Club programming was so successful, it beat “The Disney Afternoon” head-to-head, and went national on Fox network in 1994. Martin was next recruited by Disney-ABC to oversee the syndication marketing of its animated programming and original first-run series. Promoted to Vice President, Creative Services for Disney in 1995, he worked on a wide range of first-run and off-network syndicated programming, and also served as Creative Director for consumer advertising campaigns encompassing print, radio, on-air and online. During Martin’s tenure at Disney-ABC, he additionally was a Co-Executive Producer of three award-winning national PSA campaigns: The Pediatric AIDS Foundation, The Coalition on Donation, and ChildHelp USA.
After 14 years on the studio side, Martin was asked by one of Hollywood’s top A-list creative advertising agencies to become a partner and to build a new, on-air division. The division quickly became hugely successful. Deciding to leave that company in 2007, Martin next met with executives at The National Association of Broadcasters (NAB), to pitch the historic Digital Television Transition (DTV) campaign. Taking the entrepreneurial spirit by the horns, Martin concurrently fast-tracked the creation of his own company - United Front Media, serving as President. Martin pitched the NAB a comprehensive, 15-month on-air campaign: the newly formed United Front Media quickly won the account.
In 2008, Martin was recruited by Modern Creative to serve as a freelance Creative Director, where he secured a great deal of new business, while continuing to service the NAB DTV account. Also in ’08, 20th Century Fox Television asked Modern Creative to pitch the syndicated launch campaign for “Boston Legal,” with the studio’s needs including print – a service Modern Creative did not provide. To meet this demand, Martin formed another company, United Front Design (UFD), to pitch the print business. Modern Creative and UFD won the entire account.
As NAB’s DTV campaign came to an end in 2009, Martin next focused his energies on building and growing United Front Design (UFD). Under his leadership, the company’s billings increased by double-digits every year, for its first 5 years, with Disney’s cable networks serving as one of UFD’s biggest clients.
Realizing the ultra-high-def future that lay ahead in the international marketplace, Martin launched FLEX Creative in 2016. The new company creates content for broadcast television, cable and streaming industry clients, across all media platforms.
A Chicago native, Martin has served as an Executive Council Member for the Leukemia and Lymphoma Society’s “Light the Night” fundraising efforts. He resides in Calabasas with his wife of 28 years – the couple has two adult children.
About FLEX CREATIVE
Founded in Burbank, CA, in 2016 by award winning Chief Creative Director Peter Martin, FLEX is a creative services marketing agency specializing in the design and production of promotional and in-show content for the broadcast television, cable and streaming industries.
FLEX Creative offers these services, on an a la carte basis:
- TV Promos
- Episodic Spots
- Script Writing
- Producing & Directing Live Action Shoots
- Print Design & Production
- Motion Graphics/Animation
- Web Banners
- Social Media Content
- Digital Content Pieces & Digital Displays
- Show Marketing Campaigns
- Sizzle Reels
- Corporate Presentations
- Ad Sales & Marketing Materials
- Syndication Campaigns