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Mullen Beats Out Riney for U.S. Cellular Biz

Two weeks after reportedly cutting its agency review down to two finalists, Mullen and incumbent Publicis & Hal Riney, U.S. Cellular has chosen the former as its winner. As a result, Mullen will handle brand strategy, creative development and performance analytics across all traditional, digital and emerging media channels for the wireless brand’s advertising account.

Regarding the decision, David Kimbell, VP of marketing for U.S. Cellular, says in a statement, “Mullen impressed us with the breadth and originality of its strategic thinking. We have bold ambitions for the U.S. Cellular brand, and in Mullen we have an agency partner with a proven ability to creatively express the unique qualities of challenger brands and make them stand out in the marketplace.”

No word on when first work from Mullen for U.S. Cellular will break just yet.

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