Meet Mullen Advertising AgencyBrenna Laffey . Casey Szkola . Brittany Parkinson

HISTORY

Key Dates: 1970: Jim Mullen establishes the agency. 1974: Paul Silverman (Mullen’s creative director) joins the one-man operation. 1978: The campaign to launch Inc. (Magazine) is a major turning point for the agency. 1987: A fire destroys the agency's headquarters. (No loss of clients)1999: The agency is acquired by Interpublic Group of Companies. 2002: A specialty unit, Frank About Women, is launched.

BACKGROUND

Founded: 1970

Employees: 544

Billings: $1.17 Billion(2008)

Revenue: $155 Million(2008)

Locations:• Boston, MA• Winston- Salem, NC• Pittsburgh, PA• Detroit, MI• New York, NY

Mullen: A Conglomerate Held Agency

Mullen is a full-service agency and an independent brand within the:

Interpublic Group of CompaniesBased in NYC, a global provider of advertising and marketing services

ABOUT MULLEN

Mullen’s 4 Qualities:

a determination to be remarkable in everything they do from the work they create to the results that work generates

a commitment to stay courageous, constantly testing themselves, embracing what’s new, never settling or getting comfortable

a passion for originality, knowing that anything that’s familiar will never attract attention, be remembered or drive results

an unbound way of working and thinking that assures they forever stay open minded to the people, resources, strategies, ideas, tools, tactics or technologies that might offer a solution.

SERVICES

Advertising

Direct Response

Paid Media

Digital Marketing

Public Relations

Social Influence

Account Management

Analytics

Brand Planning

Consumer Pulse Check

Service Marketing

CLAIM TO FAME

One of Mullen’s more notable campaigns was creating the Monster.com Super Bowl commercial When I Grow Up.

http://www.youtube.com/watch?v=rJB0CzlzSwY

Other well known campaigns:

• Zappos• Suntrust• Grain Foods Foundation• Olympus Camera

Strengths from Client’s Point of View

Feedback from Zappos

Michelle Thomas, Brand Marketing Manager at Zappos says Mullen received the deal bcause it understood Zappos’ distinctive culture better than other agencies.“They really have everything—creative and analytics. And we were impressed by their media-buying and planning capabilities…”- Ms. Thomas

Strengths from Client’s Point of View

Feedback from JetBlue

“JetBlue from the beginning has been a challenger brand, and Mullen has that street-fighter mentality that fits well with JetBlue”-Mr. St. George, VP Marketing and Commercial for JetBLue.“What was great about Mullen is as we sat through the pitch process, you couldn't really tell in the room who was creative, who was media, who was planning -- everyone in the agency was equally adept about talking about all disciplines”-Mr. St. George, VP Marketing and Commercial for JetBLue.

Our Impressions of Mullen

Well designed website: fresh, easy to navigate, well connected to social media (facebook, twitter, blog)

Youthful Perspective, keeps current.

Good sense of humor in advertising.

Cafeteria features organic meats and sustainable practices. http://www.usnews.com/usnews/biztech/articles/060627/27mullen.htmBreaking Bread campaign for Panera is interactive, a “conversation” within social networking sites.

•2009 GLAAD Outstanding LGBT Inclusion in Mainstream Television Ad (Ex: Gay rights logo on t-shirt in Orbitz commercial).•Mullen is a four-time winner of Adweek New England Agency of the Year.•Critical Acclaim for “When I Grow up,” a Monster.com ad in the Super Bowl commercials.

Awards:

What Sets Mullen Apart?

7 Modes of the Mind

• Mullen has carefully observed cultural developments, conducted proprietary research and has tapped into the cognitive and behavioral sciences, to identify the seven modes that define a consumer’s mind state, receptivity and behavioral activity.

• 1. Share Mode – self-express, ideate and opinionate2.    Information Mode – stay informed and up to date3.    Play Mode – active fun4.    Research Mode – learning and problem solving5.    Socialize Mode – connecting and conversing6.    Entertainment Mode – relax and enjoy7.    Task Mode – getting things done or transacting

Mullen approaches advertising by understanding how the consumer interacts with media, content, and information.

What Sets Mullen Apart?

Frank About Women

• Frank Women Online• Mullen dialogues weekly with their proprietary online panel of more than a thousand women ages 18—82.

• Frank Alliance• Mullen’s advisory panel is composed of female thought-leaders in academia, literature, art, film, design, fashion, retail, technology and more.

• Frank Strategists• A team of 100 marketing-to-women strategists and communications professionals immersed in the evolving mindsets, beliefs and behaviors of women.

Nation’s most successful marketing to women organization.

Recent Creative Works

La quinta

Zappos

BostonBruins

Timberland

Recent News Coverage

Zappos' New "Crank Yankers"-Style Ads Are a Shoe Win • Article in Fast Company explains how Mullen draws influences from the Comedy Central show Crank Yanker, used a real customer phone call, and partnered with puppeteer Randy Carfagno.

http://www.fastcompany.com/1576880/zappos-first-commercial-crank-yankers

How JetBlue Became One of the Hottest Brands In America• Interview with Mr. St. George, VP of JetBlue Marketing and Commercial on how they chose Mullen for their new campaign. They were impressed by their integrative team and strategy.

http://adage.com/cmostrategy/article?article_id=144799

Mullen Makes Design 'Superfine‘• Mullen launches a specialty unit called “Superfine” headed by Kevin Grady bringing on new clients such as Zappos and JetBlue.

http://www.adweek.com/aw/content_display/creative/news/e3id2408305f8fc71552b923266cd590592

Brian Tierney Moves to Mullen• Brian Tierney joins Mullen as Senior Vice President Creative Director. He was lead director for Garmin’s Superbowl and “Give a Garmin’s” Holiday campaigns. The article says that Mullen is

proving their greatness goal by the new hires they are making. http://www.adweek.com/aw/content_display/esearch/e3if6a7faa502647349c7b9ebf81ab8fe63

Mullen Sharpens Mobile Focus• Mullen’s MediaHub is launching a unit dedicated to Mobile marketing, headed by Brenna Hanly. http://www.adweek.com/aw/content_display/news/agency/e3icb068f1d8c1f2800de1fbe1cc6be1aa9

Optimedia Wins Orbitz• Orbitz breakes with Mullen due to the conflict of interest with Mullen taking on JetBlue as a new client. http://www.adweek.com/aw/content_display/news/account-activity/e3i87635330f49d1b31c164ac0a834a3c1f

References

http://adage.com/agencynews/article?article_id=139294  (zappos article)

http://adcouncilcreative.adcouncil.org/volunteeradagencies.asp?agency=23 (conglomerate info)

 http://adage.com/bigtent/post?article_id=139001   (orbitz article awards)

 http://www.mullen.com/(About/Services/7-Modes/Frank about Women)