Polaris loses ad agency

MINNEAPOLIS – Minneapolis-based advertising agency Martin/Williams has resigned from its account with Polaris Industries Inc.

Martin/Williams produced materials for all of the manufacturer’s market segments during the past five years. Published reports have speculated the deal to be worth $15 million. Steve Collins, Martin/Williams president and CEO, declined to confirm details of the concluded deal during an interview with Boating Industry.

“It was a significant piece of business for us, but it’s not so much a matter of size (of the account) as it is a matter of being able to do things profitably for us, and do within budget for them,” Collins said. “When something like this happens, everyone in the media will say ‘There was a big rift between them,’ but that wasn’t it at all.

“I think what’s happened over the years, since we began working with them, is they’ve grown more diverse, especially in advertising areas. So we sat down and told them maybe it would be better for them to explore other (advertising) options.”

Martin/Williams other accounts include electronic broker E*TRADE Group, based in Menlo Park, Calif., and office products retailer Staples of Framingham, Mass.

– Guido Ebert

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