The agency will help the organization celebrate its 175th anniversary in the U.S.
, Nov. 21, 2024 /PRNewswire/ — YMCA of the USA has named The Martin Agency as its advertising agency of record, following a competitive review by the organization.
The Martin Agency will be responsible for the development of an integrated brand campaign that will be implemented in local communities nationwide surrounding the organization’s 175th anniversary in the United States.
Details of the deal were not disclosed, but COMvergence estimates the YMCA’s 2024 media spend at $30 million.
The YMCA had previously hired VML as its advertising and digital transformation agency of record in 2020.
The integrated campaign, to launch in 2026 in conjunction with the Y’s anniversary, will work to drive better understanding of its mission and inspire community members to get involved with and join the organization.
“One of the strengths of being a 175-year-old organization is that with that amount of time, …