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Mullen

Mullen, JetBlue ‘Fly It Forward’

Mullen, Boston worked with JetBlue on an online campaign entitled “Fly It Forward”, in which the airline gives away tickets to individuals with inspiring stories, who then select from a list of people to receive the next ticket.

The causevertising initative is detailed in a three minute online ad following the stories of several individuals selected to “Fly It Forward.” Their stories vary widely from the inspiring to the not-as-much (Hipster street artist travels to Brooklyn to paint a mural? Are we missing something there?) but the video effectively communicates the philosophy behind the campaign. Ultimately the effort makes JetBlue look good, as the airline manages to support a variety of causes all at once, and even takes the selection process and effectively gives it over to those touched by the campaign. As the ad states, the campaign is effectively set up so that there’s no end in sight. Read more

Mediabistro Course

Mediabistro Job Fair

Mediabistro Job FairLand your next big gig! Join us on January 27 at the Altman Building in New York City for an incredible opportunity to meet with hiring managers from the top New York media companies, network with other professionals and industry leaders, and land your next job. Register now!

Mullen Wins Patrón

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After launching an agency review in August and narrowing the candidates down to GS&P and Mullen last week, the tequila company Patrón has gone with the latter according to our colleagues at Adweek.

The account went from Richards to Cramer-Krasselt less than 18 months ago, and while no one at the brand or either agency gave comment, trusty Kantar did report that the company spent $42 million last year promoting itself and its two sister brands, Pyrat rum and Ultimat vodka (both of which are new to us).

As for what the work will look like, here’s the most recent C-K spot, “X Ray”:

We’re not really into tequila as we prefer our liquors to be the color of rust or the muck that clogs our souls.

Still, no one has answered our question: sipping or shooting?!

Patrón Review Down to Two Finalists

patron

Patrón is nearing the end of its search for a new lead agency to handle both creative and media, as only Mullen and Goodby, Silverstein & Partners remain in its creative review, sources told Adweek.

Patrón launched the review back in August, and according to Adweek it originally consisted of about “half a dozen” agencies. Incumbent agency Cramer-Krasselt was invited to defend in the review, but declined. Lee Applbaum, global chief marketing officer at Patrón and the “key decision maker in the search” stated that the company was looking for “a highly strategic and creative agency partner” with “a track record of success in marketing luxury brands.” Read more

TV Land Names Mediahub/Mullen Media AOR

mullen-304Mediahub/Mullen was awarded media buying and planning duties for TV Land, following a review that also included Fallon, reports Adweek. TV Land had previously been working with agencies on a project basis.

The assignment marks the agency’s second Viacom media buying and planning client, following being made media buying and planning agency of record for VH1 last November. Critical to the assignment will be supporting VH1′s new original series Younger, written and directed by Sex and the City‘s Darren Star, which debuts in January. Mediahub/Mullen will also work on other new and returning TV Land original series, including the Betty White-starring Hot and Cleveland, the show that marked the channel’s initial shift to original content. Read more

Mullen Rediscovers Punk Rock for Acura

Sex Pistols “bassist” Sid Vicious’s decision to cover “My Way” was idiosyncratic for its time, but one has to wonder what the man would think of his tune’s appearance in a 2014 car ad if he’d somehow managed to live past 21.

This week Mullen LA debuted a new campaign for client Acura, and its central spot uses John Simon Ritchie’s take on the Sinatra standard to cast Acura’s engineers as bold rule-breakers.

Here’s the copy:

“We all go a little mad sometimes. But the end result isn’t always a car. It’s That Kind of Thrill.”

In this case, however, the end result was most definitely a car.

The campaign to promote the client’s new TLX model, which previously featured Jerry Seinfeld riffing on his “Comedians in Cars Getting Coffee” series, includes several shorter spots with less surprising musical accompaniment.

Read more

Mullen Names New Top Creative in LA

353606cMullen has named Margaret Keene executive creative director of the agency’s Los Angeles office, AdAge reports.

Keene comes to Mullen from Saatchi & Saatchi Los Angeles, filling a role left vacant since the departure of Peter Rosch late last year. She will report to Mullen’s North America Chief Creative Officer Mark Wenneker.

Keene joined Saatchi & Saatchi in 2011, where her work included multiple campaigns for Toyota. Prior to Saatchi, Keene spent over a decade at TBWA\Chiat\Day, arriving as an art director in 1996, and eventually working her way up to group creative director. While at TBWA\Chiat\Day she worked on brands including Apple, Nissan, Levi’s, Kinko’s, Taco Bell, ABC and Shutterfly. Mullen opened its Los Angeles office in June 2013, following winning the Acura business in March of that year. Read more

ULTA Beauty Splashes on Some Mullen

Ulta-Beauty

ULTA Beauty operates 675 retail stores across 46 states and also distributes its products through its website. Yet the company recently decided to spruce things up a bit with an agency review.

CEO Mary Dillon, who has been at the helm for just over a year, exceeded investors’ expectations before deciding to trade Dallas-based Richards Group for Boston’s Mullen this week.

“ULTA is focused on continuing to build a leadership brand in beauty, and Mullen’s combination of outstanding brand strategy and breakthrough creative will help us accelerate our efforts,” said Ulta chief marketing officer Dave Kimbell said in a statement.

ULTA spent $17.7 million in measured media in 2013, up from $13.5 million in 2012. The review was managed by Mercer Island Group.

Here’s the most recent campaign Richards created for ULTA, titled “Trading Faces.”

It’s a Four-Shop Race to Fill Honda’s Digital Needs

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American Honda Motor Company works hard to keep up with the competition but hasn’t been quite so successful in the hybrid space. Honda’s Prius equivalent may have been called The Insight, but the company recently pitted all three major holding companies against one another in the search for a bit more of that key noun.

Other campaigns have gone viral (shout out to Michael Bolton) and, according to AdWeek, Honda spends approximately $50 million on digital advertising each year.

Now who’s competing for that money?

Read more

Creative Director Christopher Brady Leaves Mullen

This morning Christopher Brady announced his departure from Mullen after eight years in what has nearly become a traditional way: with a public Facebook post.

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Brady has yet to announce where he’s headed, but for context, he spent more than eight years at the agency as group creative director. Before joining Mullen, he worked as a senior art director for Apple in Cupertino, CA for two years (one of which he spent as an employee of Wirestone LLC).

Updates as we receive them.

Mullen ‘World’s Toughest Job’ Spot Goes Viral

One day in and this Mullen spot already has more than a million views thanks to its appearance on every blog around as well as, you know, the enduring power of maternal love.

Because we’re cynical bastards who don’t fully appreciate our mothers, our favorite part of this campaign is the fact that the original fake listing supposedly scored 2.7 million impressions but only 24 applications–thereby demonstrating the incalculable value of paid placement.

We also applaud the Huffington Post for yesterday’s most blatant Upworthy ripoff headline:

“24 Applicants Were Terrified To Do This Job. Then They Found Out Why Billions Already Do It.”

Credits after the jump.

Read more

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