STIHL Names The Martin Agency as Creative Agency of Record

​STIHL Inc., the handheld outdoor power equipment brand, has appointed The Martin Agency as its full-service creative agency of record following a competitive review. The partnership marks a defining moment for STIHL in North America as the brand prepares to evolve its legacy and inspire the next generation of makers, builders, and doers.

For nearly a century, STIHL has stood as a symbol of craftsmanship and performance, built for those who work with and in nature. As the brand enters its second century, STIHL is investing in creativity as a lever for growth, aiming to moderniae how it connects with consumers while staying true to the values that have made it an enduring icon of quality and reliability.

“As we looked ahead to the next 100 years, I asked my team a simple question: ‘Who do you want next to you?’” said Eric Bjorling, vice president of Marketing, STIHL Inc. “The answer was unanimous—Martin. STIHL has always been about more than tools. It is about pride, craft, and doing things the right way. The Martin Agency understands where we’ve come from and where we’re going, combining strategic rigor with creative vision to help us get there.”

“When you get the chance to see the work, you’re going to see a charging call to action and powerful reason for people to choose STIHL,” Eric added. “It’s the kind of idea that energised our entire organisation and captures what makes this brand special.”

The Martin Agency will lead a brand-defining new creative direction for STIHL in North America, helping the brand expand its relevance across audiences and channels while maintaining its deep connection to the hardworking professionals and homeowners who rely on its products every day. The scope of work includes strategy, creative, visual identity and design, social, activations, and production.

“In an increasingly fragmented world, even the best brands run the risk of becoming invisible,” said Michael Chapman, chief client officer, The Martin Agency. “At the centre of this collaboration is an idea bigger than advertising — it will guide everything from retail merchandising to how STIHL shows up in culture. Every touch point will amplify their strong heritage and vision for the future.”

That creative platform will also drive e-commerce, which will be supported by IPG sister agency, MRM.

The Martin Agency’s appointment reflects its knack for moderniaing legacy brands through cultural relevance and human storytelling. This capability has earned the agency recognition from Ad Age, Adweek, and Fast Company as one of the most innovative and effective agencies in the world.