R&R Partners has elevated Michon Martin from president to CEO, succeeding Billy Vassiliadis who shifts into the role of chairman at the Las Vegas agency which marks 50 years in business with a track record that includes iconic campaigns such as “What Happens in Vegas…Stays in Vegas” for the Las Vegas Convention & Visitors Authority.
In her new position, Martin will continue to oversee all aspects of R&R’s business including creative, government affairs, and digital work, serving brands that include the Las Vegas Convention & Visitors Authority, Discover Puerto Rico, Brand USA, United Parks and Resorts, F1, Allegiant Air, and Boeing.
Michon Martin’s background–as a tough-as-nails former prosecutor and government advisor–is both unique for the industry and perfectly suited to lead R&R Partners into the future. An “ad agency” in name only, the company has built a reputation for not just delivering groundbreaking campaigns, but for its ability to serve as a problem-solving force that has a best-in-class government affairs team, a trusted group of AI, AR and VR developers (House of V) and a turbocharged creative department led by Chuck Monn.
Together, this unique grouping of expertise allows R&R to solve myriad problems, from helping marketers and organizations like Meta and Snap to find new ways to leverage AI and wearable technology to passing legislation that brings new business to regions in need of investment. It’s a model that holding companies and creative agencies have both spent fortunes to replicate, and one that has grown up organically within the four walls of R&R’s Vegas HQ.
Martin’s promotion comes on the heels of her integral role partnering with Vegas to create new, innovative ways to draw tourists to the city. Under her leadership, R&R has helped to expand the city’s cultural footprint over and over again in recent years, wooing F1, the NFL, the WNBA, MLB and dozens of other major cultural events to the city.
“For 50 years we’ve attacked clients’ challenges and opportunities in unique ways, with unique people,” said Martin. “Our talent includes Cannes and Effie-winners, former elected legislators, behavioral psychologists, presidential campaign advisors, rocket scientists … and me, a former prosecutor. My mission is to be the curator of these brilliant brains, diverse perspectives, passionate hearts and unrelenting energy. To bring every amazing mind and point of view to the client’s table with one goal…..win. By any means necessary.”
Martin’s promotion is just the latest in a string of major personnel moves for the agency, which caps 24 months of additions that includes Chuck Monn as chief creative officer (formerly of TBWAMedia Arts Lab), Matt Matzen as chief marketing officer (formerly Deutsch), David Panzarasa as head of talent (formerly TBWAChiatDay), Kat Urban as head of integrated production (formerly TBWAChiatDay) and Richard Oldfield as head of strategy (formerly R/GA, TBWA/MAL).
Vassiliadis who assumes the chairmanship of R&R Partners, is a legendary figure in the history of Las Vegas, having played a key role in the brand’s tourism campaigns for 40 years, serving as trusted advisor to multiple U.S. Presidents and state officials, working closely with local business leaders to expand Vegas’s global perception, and helping the city through many challenging times–from 9/11 and the 10/1 shooting to a global pandemic and beyond.
“Michon is R&R–she’s Remarkable and Resilient, and Resourceful and Relentless,” said Vassiliadis. “I’ve had a unique view of her incredible collection of skills, talent and instincts. Michon embraces the future with unbounded enthusiasm and vision. She fiercely fights for our clients’ success, and with equal ferocity protects all of us she works with and leads. I’m so fortunate to be here with her and for her, as I get to witness the ascension of our industry’s next superstar. Look out world, here comes Michon.”
“Billy is truly my best man,” Martin added. “He is one-of-a-kind and I have been lucky enough to have a front row seat to his wonder–Brand Marketer of the Year, strategic guru and tourism tea leaf reader. He’s driven this company forward, always challenging convention and breaking rules. Now he gets to do what he loves best and is best at — playing a critical role in our strategic and creative direction. And, of course he’ll always be there to help steer our clients through crises. I can never thank him enough for his leadership, mentorship, true caring and wonderful humanness.”
New look and feel
As part of the transition, this month R&R Partners is also rolling out a new brand identity, including a refreshed logo, color palette, website, stylebook, merchandise, and more. Favoring large, bold fonts, colors and gifs, it’s a major departure from the brand’s previous visual ID, one that they feel is more in line with the agency’s future positioning in the market.
The logo itself is dynamic and in motion, constantly changing and rotating through different combinations of custom characters spelling out R&R. It allows for thousands of possible combinations representing how the agency works and thrives–through diversity of minds, talents, and partnerships. Like R&R, it is constantly evolving and changing and being added to. There is no set way to solve problems or build solutions.
“We thought that our 50 year anniversary and the transition to new leadership was the perfect time to update everything about R&R–including how we see ourselves,” said Monn. “This new branding embraces a fun, minimalistic tone that leans into the concept of ‘play,’ which is at the heart of everything we do. We’re excited to have a fresh new look for the next chapter in the agency’s history.”
