Mullen PR/Social Credentials May 2013
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Mullen PR/Social Credentials May 2013 Mullen PR/Social Credentials May 2013 Presentation Transcript

  • BEHINDEVERYGREATBUSINESSis a story of&VISION DARING
  • Always think like aCHALLENGER
  • WE’RE ON A MISSION TO BE THE WORLD’S MOST INNOVATIVEAND CREATIVE AGENCY IN THE WORLD2012201301WIEDEN+KENNEDY02KRAFT03FORD04MULLEN05VIVAKI06GOOGLECREATIVELAB07HORIZONMEDIA08GREYNY09360i10BBDOADVERTISING&MARKETINGELECTRONICALLY REPRINTED FROM JANUARY 10, 2011I BY MICHAEL BUSH mbush@adage.comagencies spend a ton of time thinking about theirclient’s brands and comparatively a lot less on theirown.But with the proliferation of new agency mod-els and the sheer number of choices out there for amarketer today, it’s never been more important forthe shops themselves to have a meaningful identity.For Mullen, its new “Unbound” philosophy hasbeen the underpinning of its recent success, largelybecause—unlike some of the trendier taglinesadopted by other agencies—it’s not trying too hard.The philosophy simply rings true to the shop’s his-tory of never being bound by the traditional separa-tion of media and creative services. And, judging bythe increasing number of clients who want mediaand creative services housed under a single roof,Mullen’s decision to make its bundled model well-known is a smart way to go.“I understand why people want unbundled, butwe think we get better work hanging it all together,”said Marty St.George,seniorVP-marketing of com-mercial strategy at JetBlue. “We are a small spenderin our category so every dollar we spend has to carrythe weight of three to four dollars and integration isthe way to do that.”When Mullen last year scored JetBlue’s creativeand media account after a highly competitive pitch,it was a confirmation that its late 2009 win of cus-tomer-favorite Zappos account wasn’t a fluke.Mullen had successfully evolved its reputation froma safe choice for marketers into a contemporary,for-ward-thinking shop valued by challenger brands.“Our prior campaigns didn’t recognize the humanside of the business, they were cute and funny butmissing something,” said Mr. St. George. Now, “welove the fact that the videos are well-pointed at the ad-vantages of JetBlue vs.our competitors.” Launched inOctober, The You Above All campaign included aYouTube home-page takeover and the launch of a Jet-Blue branded channel that featured videos depictingreal consumers in real situations being deprived ofbasic services.“This is all an amalgamation of things and partof a larger plan we set in motion years ago,” said JoeGrimaldi, CEO/president of the Interpublic Groupof Cos.’-owned shop. He led a daunting culturaloverhaul within the agency, moving headquartersfrom a beautiful mansion in the rolling hills of Mas-sachusetts into downtown Boston.“Moving to Boston was simply the best thing wehave ever done,” said CEO Joe Grimaldi.“It trans-formed the mind-set of the agency into a companyand workspace that supported a high-collision en-vironment that could give birth to new cutting-edgeideas. It’s also driven talent in our direction.”AGENCYA-LISTIn 2010, the agency increased revenue 24% whileexpanding its workforce by hiring 187 new people.Theclients Mullen added to its roster last year were as di-verse as the assignments it landed. The agency wasnamed creative and media accountlead for JetBlue;cre-ative lead for Alberto Culver’s Tresemmé; direct re-sponseagencyofrecordforQwest;PRandsocialmediaagency lead for Century 21 and creative agency ofrecord for Foxwoods Resorts & Casino.But Mullen’s Boston office wasn’t the only brightspot for the agency. It was the North Carolina officethat won Tresemmé, along with its Men’s Warehouseaccounts;its Pittsburghbureauwona projectfrom Un-derArmour for the brand’s outdoor products groupand,working with theAmerican DiabetesAssociation,convinced one million Americans to join its “Stop Di-abetes” Movement.Mark Huggins,executive director of brand market-ing for Olympus ImagingAmerica,said his company’srelationship with Mullen began 10 years ago when theagency was managing its PR account. After lettingMullen run creative duties on a couple of campaignsthe relationship expanded.“Mullen does a great job handling a fully integratedcampaign,” Mr. Huggins said.Here’s whatit’s doing:Mullendeveloped a soup-to-nuts effort for the Olympus Pen E-PL1 camera to en-gage fans of Olympus through a series of mediaactivations.The push includedTV spots,an ad inWiredmagazine’s iPad edition and an augmented realitydemo of the camera, all aimed at getting social-mediaattention. Mullen’s idea also included shooting all as-pects of the campaign with the camera.Theresulthelpeddrivesalesofthecamerafarbeyondexpectations and generated hundreds of millions of PRimpressions, and hundreds of thousands of visits andpageviewstotheaugmentedrealitydemonstrationsite.Mullen’s senior execs believe that this is just thefirst step of a bigger evolution for Mullen.“I’d like tosee us attract some more hundred-million-dollar,high-profile brands,” said Alex Leikikh, managingpartner and director of account service. “We’re justwriting chapter one of a significantly long book.”MarketerssuchasJetBlueandZappos,lookingforbangfortheirbuck,findtheagency’sbundlingofcreativeandmediatheperfectfitfortheirneedsMULLEN374410Posted with permission from the January 10, 2011 issue of Advertising Age ® www.ADAGE.com, Copyright 2011. Crain Communications. All rights reserved.For more information on the use of this content, contact Wrights Media at 877-652-5295.Mullen’s multi-office team (left to right): Jason Black, Dave Popelka, Mark Wenneker, Alex Leikikh,Sheila Leyne, Brian Bronaugh, John Fitzgerald, John Moore, Stephen LarkinELECTRONICALLY REPRINTED FROM JANUARY 10, 2011I BY MICHAEL BUSH mbush@adage.comagencies spend a ton of time thinking about theirclient’s brands and comparatively a lot less on theirown.But with the proliferation of new agency mod-els and the sheer number of choices out there for amarketer today, it’s never been more important forthe shops themselves to have a meaningful identity.For Mullen, its new “Unbound” philosophy hasbeen the underpinning of its recent success, largelybecause—unlike some of the trendier taglinesadopted by other agencies—it’s not trying too hard.The philosophy simply rings true to the shop’s his-tory of never being bound by the traditional separa-tion of media and creative services. And, judging bythe increasing number of clients who want mediaand creative services housed under a single roof,Mullen’s decision to make its bundled model well-known is a smart way to go.“I understand why people want unbundled, butwe think we get better work hanging it all together,”said Marty St.George,seniorVP-marketing of com-mercial strategy at JetBlue. “We are a small spenderin our category so every dollar we spend has to carrythe weight of three to four dollars and integration isthe way to do that.”When Mullen last year scored JetBlue’s creativeand media account after a highly competitive pitch,it was a confirmation that its late 2009 win of cus-tomer-favorite Zappos account wasn’t a fluke.Mullen had successfully evolved its reputation froma safe choice for marketers into a contemporary,for-ward-thinking shop valued by challenger brands.“Our prior campaigns didn’t recognize the humanside of the business, they were cute and funny butmissing something,” said Mr. St. George. Now, “welove the fact that the videos are well-pointed at the ad-vantages of JetBlue vs.our competitors.” Launched inOctober, The You Above All campaign included aYouTube home-page takeover and the launch of a Jet-Blue branded channel that featured videos depictingreal consumers in real situations being deprived ofbasic services.“This is all an amalgamation of things and partof a larger plan we set in motion years ago,” said JoeGrimaldi, CEO/president of the Interpublic Groupof Cos.’-owned shop. He led a daunting culturaloverhaul within the agency, moving headquartersfrom a beautiful mansion in the rolling hills of Mas-sachusetts into downtown Boston.“Moving to Boston was simply the best thing wehave ever done,” said CEO Joe Grimaldi.“It trans-formed the mind-set of the agency into a companyand workspace that supported a high-collision en-vironment that could give birth to new cutting-edgeideas. It’s also driven talent in our direction.”AGENCYA-LISTIn 2010, the agency increased revenue 24% whileexpanding its workforce by hiring 187 new people.Theclients Mullen added to its roster last year were as di-verse as the assignments it landed. The agency wasnamed creative and media accountlead for JetBlue;cre-ative lead for Alberto Culver’s Tresemmé; direct re-sponseagencyofrecordforQwest;PRandsocialmediaagency lead for Century 21 and creative agency ofrecord for Foxwoods Resorts & Casino.But Mullen’s Boston office wasn’t the only brightspot for the agency. It was the North Carolina officethat won Tresemmé, along with its Men’s Warehouseaccounts;its Pittsburghbureauwona projectfrom Un-derArmour for the brand’s outdoor products groupand,working with theAmerican DiabetesAssociation,convinced one million Americans to join its “Stop Di-abetes” Movement.Mark Huggins,executive director of brand market-ing for Olympus ImagingAmerica,said his company’srelationship with Mullen began 10 years ago when theagency was managing its PR account. After lettingMullen run creative duties on a couple of campaignsthe relationship expanded.“Mullen does a great job handling a fully integratedcampaign,” Mr. Huggins said.Here’s whatit’s doing:Mullendeveloped a soup-to-nuts effort for the Olympus Pen E-PL1 camera to en-gage fans of Olympus through a series of mediaactivations.The push includedTV spots,an ad inWiredmagazine’s iPad edition and an augmented realitydemo of the camera, all aimed at getting social-mediaattention. Mullen’s idea also included shooting all as-pects of the campaign with the camera.Theresulthelpeddrivesalesofthecamerafarbeyondexpectations and generated hundreds of millions of PRimpressions, and hundreds of thousands of visits andpageviewstotheaugmentedrealitydemonstrationsite.Mullen’s senior execs believe that this is just thefirst step of a bigger evolution for Mullen.“I’d like tosee us attract some more hundred-million-dollar,high-profile brands,” said Alex Leikikh, managingpartner and director of account service. “We’re justwriting chapter one of a significantly long book.”MarketerssuchasJetBlueandZappos,lookingforbangfortheirbuck,findtheagency’sbundlingofcreativeandmediatheperfectfitfortheirneedsMULLEN374410Posted with permission from the January 10, 2011 issue of Advertising Age ® www.ADAGE.com, Copyright 2011. Crain Communications. All rights reserved.For more information on the use of this content, contact Wrights Media at 877-652-5295.Mullen’s multi-office team (left to right): Jason Black, Dave Popelka, Mark Wenneker, Alex Leikikh,Sheila Leyne, Brian Bronaugh, John Fitzgerald, John Moore, Stephen LarkinELECTRONICALLY REPRINTED FROM JANUARY 10, 2011I BY MICHAEL BUSH mbush@adage.comagencies spend a ton of time thinking about theirclient’s brands and comparatively a lot less on theirown.But with the proliferation of new agency mod-els and the sheer number of choices out there for amarketer today, it’s never been more important forthe shops themselves to have a meaningful identity.For Mullen, its new “Unbound” philosophy hasbeen the underpinning of its recent success, largelybecause—unlike some of the trendier taglinesadopted by other agencies—it’s not trying too hard.The philosophy simply rings true to the shop’s his-tory of never being bound by the traditional separa-tion of media and creative services. And, judging bythe increasing number of clients who want mediaand creative services housed under a single roof,Mullen’s decision to make its bundled model well-known is a smart way to go.“I understand why people want unbundled, butwe think we get better work hanging it all together,”said Marty St.George,seniorVP-marketing of com-mercial strategy at JetBlue. “We are a small spenderin our category so every dollar we spend has to carrythe weight of three to four dollars and integration isthe way to do that.”When Mullen last year scored JetBlue’s creativeand media account after a highly competitive pitch,it was a confirmation that its late 2009 win of cus-tomer-favorite Zappos account wasn’t a fluke.Mullen had successfully evolved its reputation froma safe choice for marketers into a contemporary,for-ward-thinking shop valued by challenger brands.“Our prior campaigns didn’t recognize the humanside of the business, they were cute and funny butmissing something,” said Mr. St. George. Now, “welove the fact that the videos are well-pointed at the ad-vantages of JetBlue vs.our competitors.” Launched inOctober, The You Above All campaign included aYouTube home-page takeover and the launch of a Jet-Blue branded channel that featured videos depictingreal consumers in real situations being deprived ofbasic services.“This is all an amalgamation of things and partof a larger plan we set in motion years ago,” said JoeGrimaldi, CEO/president of the Interpublic Groupof Cos.’-owned shop. He led a daunting culturaloverhaul within the agency, moving headquartersfrom a beautiful mansion in the rolling hills of Mas-sachusetts into downtown Boston.“Moving to Boston was simply the best thing wehave ever done,” said CEO Joe Grimaldi.“It trans-formed the mind-set of the agency into a companyand workspace that supported a high-collision en-vironment that could give birth to new cutting-edgeideas. It’s also driven talent in our direction.”AGENCYA-LISTIn 2010, the agency increased revenue 24% whileexpanding its workforce by hiring 187 new people.Theclients Mullen added to its roster last year were as di-verse as the assignments it landed. The agency wasnamedcreativeandmediaaccountleadforJetBlue;cre-ative lead for Alberto Culver’s Tresemmé; direct re-sponseagencyofrecordforQwest;PRandsocialmediaagency lead for Century 21 and creative agency ofrecord for Foxwoods Resorts & Casino.But Mullen’s Boston office wasn’t the only brightspot for the agency. It was the North Carolina officethat won Tresemmé, along with its Men’s Warehouseaccounts;itsPittsburghbureauwonaprojectfromUn-derArmour for the brand’s outdoor products groupand,working with theAmerican DiabetesAssociation,convinced one million Americans to join its “Stop Di-abetes” Movement.Mark Huggins,executive director of brand market-ing for Olympus ImagingAmerica,said his company’srelationship with Mullen began 10 years ago when theagency was managing its PR account. After lettingMullen run creative duties on a couple of campaignsthe relationship expanded.“Mullendoes a greatjob handling a fullyintegratedcampaign,” Mr. Huggins said.Here’swhatit’sdoing:Mullendevelopedasoup-to-nuts effort for the Olympus Pen E-PL1 camera to en-gage fans of Olympus through a series of mediaactivations.The pushincludedTV spots,anad inWiredmagazine’s iPad edition and an augmented realitydemo of the camera, all aimed at getting social-mediaattention. Mullen’s idea also included shooting all as-pects of the campaign with the camera.Theresulthelpeddrivesalesofthecamerafarbeyondexpectations and generated hundreds of millions of PRimpressions, and hundreds of thousands of visits andpageviewstotheaugmentedrealitydemonstrationsite.Mullen’s senior execs believe that this is just thefirst step of a bigger evolution for Mullen.“I’d like tosee us attract some more hundred-million-dollar,high-profile brands,” said Alex Leikikh, managingpartner and director of account service. “We’re justwriting chapter one of a significantly long book.”MarketerssuchasJetBlueandZappos,lookingforbangfortheirbuck,findtheagency’sbundlingofcreativeandmediatheperfectfitfortheirneedsMULLEN374410Posted with permission from the January 10, 2011 issue of Advertising Age ® www.ADAGE.com, Copyright 2011. Crain Communications. All rights reserved.For more information on the use of this content, contact Wrights Media at 877-652-5295.Mullen’s multi-office team (left to right): Jason Black, Dave Popelka, Mark Wenneker, Alex Leikikh,Sheila Leyne, Brian Bronaugh, John Fitzgerald, John Moore, Stephen LarkinELECTRONICALLY REPRINTED FROM JANUARY 10, 2011I BY MICHAEL BUSH mbush@adage.comagencies spend a ton of time thinking about theirclient’s brands and comparatively a lot less on theirown.But with the proliferation of new agency mod-els and the sheer number of choices out there for amarketer today, it’s never been more important forthe shops themselves to have a meaningful identity.For Mullen, its new “Unbound” philosophy hasbeen the underpinning of its recent success, largelybecause—unlike some of the trendier taglinesadopted by other agencies—it’s not trying too hard.The philosophy simply rings true to the shop’s his-tory of never being bound by the traditional separa-tion of media and creative services. And, judging bythe increasing number of clients who want mediaand creative services housed under a single roof,Mullen’s decision to make its bundled model well-known is a smart way to go.“I understand why people want unbundled, butwe think we get better work hanging it all together,”said Marty St.George,seniorVP-marketing of com-mercial strategy at JetBlue. “We are a small spenderin our category so every dollar we spend has to carrythe weight of three to four dollars and integration isthe way to do that.”When Mullen last year scored JetBlue’s creativeand media account after a highly competitive pitch,it was a confirmation that its late 2009 win of cus-tomer-favorite Zappos account wasn’t a fluke.Mullen had successfully evolved its reputation froma safe choice for marketers into a contemporary,for-ward-thinking shop valued by challenger brands.“Our prior campaigns didn’t recognize the humanside of the business, they were cute and funny butmissing something,” said Mr. St. George. Now, “welove the fact that the videos are well-pointed at the ad-vantages of JetBlue vs.our competitors.” Launched inOctober, The You Above All campaign included aYouTube home-page takeover and the launch of a Jet-Blue branded channel that featured videos depictingreal consumers in real situations being deprived ofbasic services.“This is all an amalgamation of things and partof a larger plan we set in motion years ago,” said JoeGrimaldi, CEO/president of the Interpublic Groupof Cos.’-owned shop. He led a daunting culturaloverhaul within the agency, moving headquartersfrom a beautiful mansion in the rolling hills of Mas-sachusetts into downtown Boston.“Moving to Boston was simply the best thing wehave ever done,” said CEO Joe Grimaldi.“It trans-formed the mind-set of the agency into a companyand workspace that supported a high-collision en-vironment that could give birth to new cutting-edgeideas. It’s also driven talent in our direction.”AGENCYA-LISTIn 2010, the agency increased revenue 24% whileexpanding its workforce by hiring 187 new people.Theclients Mullen added to its roster last year were as di-verse as the assignments it landed. The agency wasnamedcreativeandmediaaccountleadforJetBlue;cre-ative lead for Alberto Culver’s Tresemmé; direct re-sponseagencyofrecordforQwest;PRandsocialmediaagency lead for Century 21 and creative agency ofrecord for Foxwoods Resorts & Casino.But Mullen’s Boston office wasn’t the only brightspot for the agency. It was the North Carolina officethat won Tresemmé, along with its Men’s Warehouseaccounts;itsPittsburghbureauwonaprojectfromUn-derArmour for the brand’s outdoor products groupand,working with theAmerican DiabetesAssociation,convinced one million Americans to join its “Stop Di-abetes” Movement.Mark Huggins,executive director of brand market-ing for Olympus ImagingAmerica,said his company’srelationship with Mullen began 10 years ago when theagency was managing its PR account. After lettingMullen run creative duties on a couple of campaignsthe relationship expanded.“Mullendoes a greatjob handling a fullyintegratedcampaign,” Mr. Huggins said.Here’swhatit’sdoing:Mullendevelopedasoup-to-nuts effort for the Olympus Pen E-PL1 camera to en-gage fans of Olympus through a series of mediaactivations.The pushincludedTV spots,anad inWiredmagazine’s iPad edition and an augmented realitydemo of the camera, all aimed at getting social-mediaattention. Mullen’s idea also included shooting all as-pects of the campaign with the camera.Theresulthelpeddrivesalesofthecamerafarbeyondexpectations and generated hundreds of millions of PRimpressions, and hundreds of thousands of visits andpageviewstotheaugmentedrealitydemonstrationsite.Mullen’s senior execs believe that this is just thefirst step of a bigger evolution for Mullen.“I’d like tosee us attract some more hundred-million-dollar,high-profile brands,” said Alex Leikikh, managingpartner and director of account service. “We’re justwriting chapter one of a significantly long book.”MarketerssuchasJetBlueandZappos,lookingforbangfortheirbuck,findtheagency’sbundlingofcreativeandmediatheperfectfitfortheirneedsMULLEN374410Posted with permission from the January 10, 2011 issue of Advertising Age ® www.ADAGE.com, Copyright 2011. Crain Communications. All rights reserved.For more information on the use of this content, contact Wrights Media at 877-652-5295.Mullen’s multi-office team (left to right): Jason Black, Dave Popelka, Mark Wenneker, Alex Leikikh,Sheila Leyne, Brian Bronaugh, John Fitzgerald, John Moore, Stephen LarkinNo. 1 72ANDSUNNYNo. 2 360iNo. 3 GREYNo. 4No. 5 DROGA5No. 6 PEREIRA & O’DELLNo. 7 LA COMUNIDADNo. 10 RAZORFISHNo. 11 DEUTSCHNo. 8 MULLENR/GATop 100GlobalAd AgenciesThat KnowSocial Mediaand Google2011
  • CHALLENGERS ARE JUDGED BY THE COMPANY THEY KEEPMULLENCLIENT KEYCOMPETITOR OUTSPENTRATIO1:101:251:21:31:161:101:2
  • OUR PROCESS WORKS FOR CHALLENGERS.WE CALL IT HYPERBUNDLINGSTRATEGYMEDIAPR/SOCIALcrm/direct marketingpr & eventsHIGHER-VALUE IDEASANALYTICSCREATIVEMEDIADIGITALPR/EVENTSMOBILEFROM DIVERSECOLLABORATIONSTRATEGYDESIGNSTRATEGYEXPERIENTIALCRMPOPSOCIAL
  • WE’VE BAKED A STRONG CONSUMER ENGAGEMENT AND BRANDEXPERIENCE GROUP INSIDE A WORLD-CLASS CREATIVE ORGANIZATIONbrand strategy &message developmentlistening stations content creation presence engineering interactiveexperiencesInternet celebritiesgame integration branded utilitiesalliancesmedia/blogger relationsevents executive visibility consumermobilizationindustry leadershipviral seedingcrowdsourcingcorporate socialresponsibilityissuesmanagementcoverage tracking &message accuracysocial insights& optimizationpaid & organicdiscoveryPUBLIC RELATIONS EVENT MARKETING SOCIAL INFLUENCE
  • WE HAVE A DEDICATED SOCIAL INFLUENCE TEAMTHAT OFFERS A RANGE OF SERVICESSTRATEGICCOUNSEL EXECUTION MANAGEMENT• Auditing• Competitive• Best Practices• Counseling• EmergingTechnology• EducationINSIGHTS• Platform• Go-to-Market• Paid• CampaignIntegration• Guardrails/CrisisSTRATEGY• Campaign• Buzz• RTM• Influence• ZeitgeistIDEATION• Planning• Content• Asset SCM• DevelopmentEDITORIAL• PlatformManagement• Analytics• Activation• EngagementCOMMUNITY
  • WE BELIEVE IN TELLING BRAND STORIES THROUGH EFFECTIVE CONTENTOur 3-Step Approach1 2 3HIGH-LEVELCREATIVE NATIVECONTENT ANALYSIS+OPTIMIZATIONTranslate brand intoeditorial strategyMessage designedfor each channelWhat worked, whatwill work better
  • WE TELL IDEA-DRIVEN BRAND STORIES IN WAYSTHAT MATTER TO CONSUMERSQUALITYCONTENTAUDIENCE&PLATFORMCONTEXT INFLUENCE=+
  • DRIVE ENGAGEMENT BY CREATING CONTENT WITH FANS
  • IT’SINDIFFERENCE.The biggest threat to brandsand business isn’t rejection.
  • CHALLENGERS BELIEVE THAT LIKABILITY > PERSUASION
  • IF CHALLENGERS HAVE A REAL PRODUCT/SERVICE DIFFERENTIATION,THEY TELL THE WORLD ABOUT ITCSWC
  • [ lyfe logo - side stack]PMS CMYK BuildRGB web safe RGBPantone Process Match
  • CHALLENGERS KNOW YOUR TARGET IS YOUR BEST MEDIA CHANNELADIDAS
  • CHALLENGERS TAKE OVER CULTURAL CONVERSATIONS
  • THANKYOU