From Where I Sat
Raul Martyres : A Pioneer Adman And His Agency Weather The Passage Of Time
By Robert Wamai
One cold morning in April 2024 , I walked into the offices of Access Leo Burnett , ALB , in short , and the first person I saw just past the reception was Raul Martyres . Having known him since my days at Parents Magazine , I had never seen him look so contemplative , and so I asked what was cutting . After a long pause he replied , ‘ I did not think that my reflective mood is that obvious , please have a sit and let me tell you why .
When I sat he lowered his voice , as if talking to himself , and replied , ‘ lately I have been retracing my steps and my decision 45 years ago to start Access Advertising , as ALB was then called . Just imagine what I planted with a single client has grown into the agency that is Access Leo Burnet today , making a significant contribution to the industry even today . It all looks like a dream for we have weathered the uncertainties and complexities of the changing advertising and business landscape , and today we are bigger and better ’.
His words hit home and I realised that when the history of Kenyan advertising agencies is written , Access Leo Burnett must feature prominently . Similarly , when the narrative of Kenyan Admen is told , Raul Marytres will be one of the heroes at its centre , for , forty-five years and still counting is a story worth telling .
And there and then I requested him if we could pen his story , and after some cajoling and reassurances , he thankfully agreed . It took three fire side chats ; for 45 years cannot be told in a single sitting and not the way Raul articulated the story . The end is actually three stories intricately woven into one . The first is about Raul the man , the second is the metamorphosis of Access Leo Burnett and thirdly the changes to the advertising industry he has witnessed . At its core , however , it ’ s an inspirational tale of how Raul created a legacy that still occupies its pride of place today . This achievement is even more compelling given that some agencies that came before ALB or even thereafter , have had mixed fortunes , with a number of them even exiting the scene . I have penned this article as if the story were a movie choosing four takes , out of the many .
Take One : ‘ Bet on yourself , don ’ t dance to anybody ’ s juke box ’
Raul begun by telling me he has spent his entire career in advertising , 15 years as an employee and 45 years at Access Leo Burnett ( ALB ), the agency he founded .
He cut his teeth in advertising working for two agencies , before ending up at Ogilvy , his last employer . At Ogilvy , he had a very successful career ending up as a Director . Why would you leave all that behind and jump into uncharted territory ? I was curious . Without hesitation he responded , ’ I feel lucky to have worked at Ogilvy for it had a fast paced , exciting and endearing vibe . My job was stimulating and highly enjoyable for I had amazing colleagues and a worthy mix of clients . As with ad agencies , no day is the same as each client brings unique challenges , a guaranteed recipe for continuous learning ’.
However , with time , it dawned on Raul that he had hit a ceiling and the only way up , was out . More importantly , he was clear that to contribute more to advertising , the vocation very dear to him , he needed to be his own man , holding the reigns and in control . The decision to leave must have baffled many more so those who did not know Raul well , assuming he was being naïve or even reckless , for then , advertising was dominated by better resourced and more experienced global agencies , especially Ogilvy and McCann . But beneath his friendly easy-going demeanour , Raul is a man of courage and determination and today , 45 years later his self-belief , resilience , and good judgement have borne fruit , not surprising to those well acquainted with him .
Adjust your moves to the changing tunes and invite a partner when dancing solo won ’ t fly anymore !
Take Two : Adjust your moves to the changing tunes and invite a partner when dancing solo won ’ t fly
Sixty years is a long time and one is bound to witness changes to the operating landscape . What changes have you seen and how did they influence your decisions ?
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