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Mullen

Google, Mullen Aim to Turn Frowns Upside Down

It’s been just over a year since Narrow Design’s Nick Jones showed us how agency websites are completely unfit for mobile devices. Well, Google is looking to change that with the launch of GoMo, a service that aims to make it easier for businesses to build mobile-friendly sites. To help accomplish its goal, the online giant enlisted the services of Mullen, which handled the site design and user experience work for the GoMo project. If you’re looking for background on GoMo (aka “Go Mobile”), you can check out a Google blog post here.

Mullen Gets Sucked into World of Robotic Vacuums

Sorry, couldn’t resist. Boston-based Mullen tells us that it’s been named North American AOR for iRobot, which has nothing to do with the mediocre Will Smith sci-flick but is instead a company that creates robots for home cleaning. The Jetsons (and to a lesser extent, Small Wonder) was way ahead of its time, wasn’t it. Anyhow, back to the point. As AOR, Mullen will be responsible for brand messaging and advertising for iRobot’s home products including the Roomba vacuum (above), Scooba floor-washer and the Looj gutter-cleaning robot.

Mullen beat out two other undisclosed agencies for the iRobot business, which is still being handled internationally by London-based shop, BPL (which was previously responsible for North America as well).

Mullen, Paul Sincoff Part Ways

Paul Sincoff, the man behind the “Ad Agency in My Mind” blog, has left Mullen’s Boston office after just seven months. During his brief stint, Sincoff served as SVP/ACD on JetBlue among other clients. Prior to joining Mullen, Sincoff spent four years give or take as a copywriter at TBWA\Chiat\Day and one as an interactive CW at TBWA\Tequila, where he worked on accounts ranging from Activision and Playstation to Pepsi and Visa.

From what we’ve been told, Sincoff is heading to Europe for a while before returning to his West Coast stomping grounds to freelance.

Mullen Adds Two New ACDs to Fold

Looks like our pal Paul “Ad Agency in My Mind” Sincoff has some new fellow ACDs joining him at Mullen as the agency has brought Jeff Da Silva and Jon Ruby (l-r) aboard. The pair arrives from Proximity BBDO/Toronto, where they each spent four years, held the same titles and worked on PepsiCo, Diageo, Doritos and M&M’s (in fact, they just picked up three Bronze Lions at Cannes for their “Find Red” work for the last brand).

Prior to Proximity, Da Silva served as art director and senior designer at Tribal DDB and Organic, respectively, while Ruby was a VP, creative director at Publicis for four years. Both have already assumed their new roles at Mullen, though what account they’re working on exactly hasn’t been divulged for whatever reason.

Boston Can Finally Dance

Last night, the Boston Bruins defeated the Vancouver Canucks for the team’s first Stanley Cup in almost 40 years.

As we’re sure you already heard, the otherwise peaceful town of Vancouver exploded in riots for one reason or another. As the former Olympics host city burned, Tumblr blew up and people made out in the streets, Boston celebrated. And, with this video Boston agency Mullen released two years ago and is rolling out yet again, Beantown has a whole new dance step to learn. Truly, there’s no better way to celebrate a Stanley Cup win than watching a large bear swivel its furry hips.

For once, the United States looks civil in comparison to Canada. So, lets shake our asses along to this Boston Bruin until the next time we do something incredibly stupid.

Awww! Married CD Duo Heads to Mullen

Rarely if ever does news from the ad industry melt our frosty hearts, but that was before we knew about the creative directing married couple, Wendy and Cliff Leicht. The couple, whose work can be seen here, is heading from the Boulder offices of CP+B to Boston-based Mullen, where they will both take on the role of VP, creative director. This is just too adorable.

During their three years as ACDs at CP+B, the couple most famously worked on the Gap’s holiday campaigns for the last two years as well as Kraft Mac and Cheese’s “You Know You Love It” campaign, which included a giant noodle outside of Wrigley Field. Recently, the Leichts collaborated of the Kraft’s “Mac and Jinx” Twitter campaign.

In a statement, husband Cliff spoke of the move eastward, saying, “We’re very excited to be at Mullen. The agency is on quite a run, picking up clients hungry for innovative work. And Wendy and I are eager to jump in and help keep things going.” Prior to working at Crispin, the couple worked at BBDO, McKinney and recently closed Beantown digital shop, Modernista!

Cavalletti Joins Fair at Mullen

Well, it didn’t take long to find out where Perry Fair headed to. The now ex-Grey ECD is taking on the co-chief digital officer post at Mullen. Fair’s partner-in-crime will be none other than Mauro Cavalletti, former ECD at R/GA San Francisco who we were told would still be “supporting global initiatives” at the agency earlier this month. Guess the joke was on us.

Anyhow, Fair as mentioned did work on DirecTV while at Grey and apparently authored the tagline, “Don’t just watch TV, DirecTV.” In addition, the creative worked on accounts including E*Trade and the NFL and was responsible for helping Grey win digital AOR assignments for Ketel One and Hess. Cavalletti, who joined R/GA in 2008 after stints at agencies including AKQA and Organic, seems up for his new job, saying in a statement, “It’s a great time at Mullen: exciting clients hungry for inventive ideas, a talented team growing at a very fast pace, and a strong drive to innovation. There is momentum, and I am glad to be part of it. Perry and I have a desirable mission for any creative – take a team that is doing great work and help in moving it further. This will be a lot fun.” Judging by the pic above, it looks like the pair is having fun already.

Mullen Welcomes New Chief Strategy Officer

Kristen Cavallo is headed from Martin to Mullen as she’s joined the latter’s Boston office as chief strategy officer. Cavallo has spent the past six years at the Martin Agency serving as SVP, planning and development but her tenure in Richmond, VA dates back to 1998 when she joined Martin as SVP, group planning director from Arnold Worldwide. During her 13 years there, she worked with clients including Coca-Cola and Miller Brewing while also helping win new business such as Walmart, Pizza Hut and Expedia. This latest move actually marks Cavallo’s second tour at duty at Mullen as she spent ’94-95 handling clients including Timberland and BMW.

In a statement, Mullen president/CEO Joe Grimaldi says, “We were looking for a catalyst who, through a special blend of skill and personal qualities, would elevate the performance of our increasingly successful Boston leadership team. There’s no question we will be more successful with her.”

Cavallo replaces Stephen Hahn-Griffiths, who left Mullen recently to join Leo Burnett Chicago in a senior strategy role.

Slim Shady Boosts Chrysler to Top BrandBowl Spot

After monitoring over 250,000 tweets during last night’s big game, Mullen, Radian6 and Boston.com have picked Chrysler as this year’s BrandBowl champ, an honor that goes to the “most effective brand” to advertise during Fox’s Super Bowl telecast. The automaker’s win is due in large part to the two-minute love letter to Detroit above starring Eminem (who pulled double-duty last night as pitchman for Lipton Brisk).

How was this all broken down? Well, the parties involved used tweets about the ads to inform real-time metrics which allowed the public to view rankings of the most and least effective brands on the Super Bowl.

So now that you know who the best was, we might as well let you in on the worst. Cars.com was voted the least effective Super Bowl XLV advertiser, and with spots like this, who are we to argue? See top 10 BrandBowl scorers below:

1.       Chrysler

2.       Doritos

3.       Volkswagen

4.       Pepsi Max

5.       Best Buy

6.       Lipton Brisk

7.       Coca-Cola

8.       Go Daddy

9.       Motorola

10.   Chevrolet

EmblemHealth Picks Mullen

Sure, it’s not as high-profile as, say, a JetBlue or Zappos win, but Mullen continues to add to its client roster as health care coverage/services company EmblemHealth has tapped the agency as its AOR. HHCC NY previously handled the account for the New York-based company, which has also retained fellow IPG shop Hacker Group as its direct marketing AOR. EmblemHealth is on a mission it seems to build beyond its three-million-plus customer base and thinks it found the right ally in Mullen to do so.

In a statement, Charlene A. Maher, SVP, marketing and sales for EH, says, “We believe we have engaged the best possible agency partner to define and distinguish our company in this transformative market. Mullen has the strategic vision and expertise to communicate EmblemHealth’s commitment to offering quality products and services to our customers.” We’re just assuming, though, that Mullen’s “communication” efforts for this client will do without hidden camera stunts, engaging puppets and the like.

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