Mediahub/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.
Kim Rosenblum, executive vice president, marketing and creative, TV Land, told Adweek that TV Land was impressed by Mediahub/Mullen’s work for clients like National Geographic Channels, JetBlue and Fage. “Mediahub came to us and said ‘We always think like a challenger’ and that speaks to me,” she said. “We’re more of a challenger and they demonstrated they really know women. Our sweet spot is women in their 40s.”
Although TV Land usually handles creative duties in house, Mullen has been invited to pitch ideas to promote Younger.