CarMax leaves Martin Agency, transfers ad account to L.A. firm

Fortune 500 used car retailer CarMax, headquartered in Goochland County, has chosen a new creative agency of record, leaving Richmond-based marketing and ad firm The Martin Agency, which held the account since 2019.

The nation’s largest used car retailer announced Wednesday it has appointed 72andSunny’s Los Angeles office as its creative AOR “following a competitive pitch process.” CarMax started a U.S. media and creative agency review in December 2024.

Sarah Lane, senior vice president and chief marketing officer for CarMax, said in a statement: “We are proud of the incredible work produced in partnership with The Martin Agency over the last six years and cherish the wonderful relationships we’ve built with their team. We remain among their biggest fans and will be cheering on their continued success.”

Before naming Martin Agency its creative AOR in 2019, CarMax worked with North Carolina-based firm McKinney, which won the account in 2014.

Martin oversaw CarMax’s “Call Your Shot” campaign, a series of ads highlighting women’s sports and produced in partnership with the NBA and WNBA. An ad featuring then-WNBA player Sue Bird and NBA player Steph Curry went viral in April 2021.

Martin’s more recent work for CarMax includes the “BeetleMax: The Way Car Buying Shouldn’t Be” campaign, launched in August 2024 to coincide with the release of the “Beetlejuice Beetlejuice” movie from Warner Bros.

“We’re truly thankful for the opportunity to collaborate with our partners at CarMax over the past six years,” Martin CEO Danny Robinson said in a statement. “It’s been a meaningful journey — one that’s helped shape the brand’s identity and explore new, culturally relevant spaces together.

“From memorable moments in sports and entertainment to thoughtful ways of joining the cultural conversation,” Robinson continued, “this partnership has been both collaborative and creatively rewarding. We’re grateful for this chapter and will continue cheering CarMax on from Richmond.”

Industry publication Adweek named Martin its Agency of the Year in 2020 and 2021, and Ad Age named it agency of the year in 2023. The firm counts Geico, UPS and Fortune 1000 food delivery platform DoorDash among its clients. Martin has been Geico’s creative lead for 31 years, although Geico launched a review in January to expand its creative agency roster, according to Ad Age.

72andSunny’s debut work for CarMax will be released this summer, according to a news release.

“We were impressed and inspired by 72andSunny’s fresh ideas, collaborative spirit and strategic vision to showcase CarMax as the most customer-centric car-buying and selling experience in the industry,” Lane said in a statement. “We believe this partnership will bring fresh energy and creativity to our brand, and I can’t wait to see what we will accomplish together.”

72andSunny Managing Director Emily Connelly will lead the account, and Executive Creative Director Lauren Smith will lead the creative work. Smith has driven the agency’s work for recognizable brands including Adobe, Barbie, United Airlines and Venmo, according to a news release.

“CarMax has built a legacy of innovation, redefining how people buy and sell cars with a relentless focus on the customer,” Connelly said in a statement. “We’re excited to partner with a brand that’s not just leading the category but continually pushing it forward.”

In addition to its Los Angeles location, 72andSunny has offices in Amsterdam, New York and Sydney. The firm has previously been named ad agency of the year by Adweek and Ad Age.

Fortune 200 company CarMax has more than 30,000 employees and reported $26.53 billion in fiscal 2024 revenue.

In September 2024, the company announced that it would be naming sponsor for the Richmond Flying Squirrels’ new ballpark, set to open in spring 2026. Dubbed CarMax Park, the baseball stadium is expected to cost about $110 million, and CarMax’s contribution was not disclosed.