MullenLowe U.S.

MullenLowe U.S. is a Boston, Massachusetts-based advertising and marketing communications agency, with regional offices in Los Angeles, New York City and Winston-Salem, North Carolina.[1] The agency provides creative, media, brand planning, direct-marketing, interactive, design, and public relations.

MullenLowe U.S.
IndustryAdvertising, Marketing
Founded1970
FounderJim Mullen
Headquarters
Boston
Number of locations
4
Key people
Lee Newman, CEO
ServicesCreative, public relations, full-service media, analytics.
ParentInterpublic Group of Companies (IPG)
Websitemullenlowe.com

MullenLowe U.S. is part of MullenLowe Group, owned by multinational advertising network Interpublic Group of Companies (IPG).

Lee Newman is MullenLowe U.S.'s CEO.[2]

History

MullenLowe U.S., originally known as Mullen Advertising, was founded in 1970 in Wenham, Massachusetts by Jim Mullen, a biophysicist and racing sailor.[3] Three years later, the company hired Paul Silverman as its original creative director.[4] Other early employees included then-Chief Operating Officer Joe Grimaldi, who would go on to become Chairman of MullenLowe U.S., and the agency's fourth partner and executive creative director Edward Boches.[5][6]

In April 1999, Mullen Advertising, by then the largest independent agency in New England, was acquired by Interpublic Group of Companies.[7] In October 1999, Jim Mullen stepped down and turned the CEO duties over to Joe Grimaldi.[8]

In January 2001, Interpublic merged Mullen with another of its holdings, Winston-Salem, North Carolina-based agency Long Haymes Carr (LHC). LHC was renamed as Mullen/LHC.[9]

In 2011, the agency was named to Ad Age's A-List as the third best agency in the country.[10] In the same year, American business magazine Fast Company named Mullen to its top 10 innovative marketing and advertising companies.[11]

In December 2013, Alex Leikikh succeeded Joe Grimaldi as Mullen's CEO.[12]

In May 2015, Interpublic merged Mullen with global agency Lowe & Partners, creating MullenLowe Group, and Mullen's US offices were renamed as MullenLowe U.S. Mullen CEO Alex Leikikh became Worldwide CEO of MullenLowe Group.[1] Lee Newman was appointed MullenLowe U.S. CEO.[2]

Operations

MullenLowe U.S. is headquartered at 40 Broad Street in Boston, where it moved on June 1, 2009, following 22 years in a manor house in Wenham, Massachusetts.[13] Additional offices are located in Los Angeles, New York City, and Winston-Salem North Carolina. The agency is part of MullenLowe Group's network of 90+ offices in over 65 locations around the world.[14]

MullenLowe U.S. belongs to the similarly-named division of the global network, MullenLowe, which focuses on brand strategy, communications planning and through-the-line advertising. MullenLowe sits alongside four other divisions of MullenLowe Group: MullenLowe Comms, MullenLowe Mediahub, MullenLowe Open and MullenLowe Profero.[15]

Notable campaigns

One of MullenLowe U.S.'s more notable campaigns was creating the Monster.com Super Bowl commercial When I Grow Up.[16] The agency has also gotten press coverage for its E*TRADE Superbowl ads with the tagline "Don't Get Mad, Get E-Trade".[17]

Notable clients past and present

References
  1. "Mullen Will Merge With Lowe and Partners to Become Mullen Lowe Group". adweek.com. 2015-05-08. Retrieved 2019-05-31.
  2. "Newly Formed Mullen Lowe Group Names Lee Newman Its U.S. CEO". adage.com. 2015-05-19. Retrieved 2019-05-31.
  3. "Ad-venturer". forbes.com. 2005-04-14. Retrieved 2019-05-31.
  4. "Paul Silverman, Former Mullen Creative Chief, Dies". adweek.com. 2009-08-11. Retrieved 2019-05-31.
  5. "Five things you should know about Joe Grimaldi". bostonglobe.com. 2016-01-22. Retrieved 2019-05-29.
  6. "Mullen Ups Boches To Executive CD". adweek.com. 1998-12-21. Retrieved 2019-05-31.
  7. "THE MEDIA BUSINESS: ADVERTISING; Mullen Advertising, New England's biggest independent, is acquired by the Lowe Group". nytimes.com. 1999-04-29. Retrieved 2019-05-29.
  8. "Mullen Advertising Inc. History". fundinguniverse.com. Retrieved 2019-05-31.
  9. "Mullen, Long Haymes Carr Merge Operations". adweek.com. 2001-01-22. Retrieved 2019-05-31.
  10. "Mullen Is No. 3 on the Ad Age Agency A-List". adage.com. 2011-01-24. Retrieved 2019-02-07.
  11. "Most Innovative Companies 2011 Top 10 In advertising". fastcompany.com. 2011-11-30. Retrieved 2019-02-07.
  12. "Alex Leikikh Succeeds Joe Grimaldi as Mullen's CEO". adweek.com. 2013-12-02. Retrieved 2019-05-31.
  13. "Mullen Moves HQ to Boston". adweek.com. 2009-05-31. Retrieved 2019-05-31.
  14. "MullenLowe Group Picks a Boxing Octopus as Its Spirit Animal in New Global Identity". adweek.com. 2016-01-25. Retrieved 2019-06-07.
  15. "Agency Family Trees 2013: Interpublic Group -- IPG". Retrieved August 16, 2013.
  16. "8 Super Bowl Ads That Completely Transformed Their Brands". businessinsider.com. 2014-01-30. Retrieved 2019-05-31.
  17. "E-Trade Returns to Super Bowl After Five-Year Hiatus". adage.com. 2018-01-29. Retrieved 2019-07-29.
  18. "How Acura Built Its New TV Campaign for Mobile". Adage. 2017-04-11.
  19. "MullenLowe, American Greetings Show Us How Pumping Iron Is Exactly Like Writing a Heartfelt Note". Adweek. 2019-01-02.
  20. "Burger King asks Wendy's to prom". The Drum. 2018-05-09.
  21. Nudd, Tim (2014-06-10). "How Mullen Brought Century 21 Into the 21st Century With Fun, Fast Social Ads". Adweek.
  22. Judy, Warner (2000-03-13). "Checking In to Mullen". Adweek.
  23. "Mullen Touts GM Used Cars". Adweek. 2001-10-01.
  24. "The Cookie Monster Tries to Keep New Year's Resolutions in Google Play Ad". Mashable. 2013-01-02.
  25. "Mullen Wins Global Grey Goose Creative". Adweek. 2012-03-28.
  26. "JetBlue's pizza delivery service brings NYC pies all the way to Los Angeles". Adage. 2018-05-08.
  27. "La Quinta - Mullen". Mediapost. 2007-01-29.
  28. "Mullen Rebrands LendingTree". Adweek. 2009-07-20.
  29. David, Gianatasio (2006-06-14). "MassMutual Moves to Mullen". Adweek.
  30. "Match.com Taps Mass. Shop for PR". Adweek. 2004-06-02.
  31. "National Geographic Channels Hires Mullen for Digital, Media". AdAge. 2012-03-19.
  32. "MullenLowe PR snags New Balance as it looks to drive earned media". Campaign. 2019-06-27.
  33. Michael, Musco (2011-01-10). "Planet Fitness "Lift Things Up"". Adweek.
  34. "MullenLowe's Stunning Short Films for Royal Caribbean Serve Up Alaska's Local Flavor". AdWeek. 2017-10-17.
  35. "Sennheiser selects MullenLowe Group to lead global marketing". Campaign. 2019-01-24.
  36. Stuart, Elliott (1999-05-26). "THE MEDIA BUSINESS: ADVERTISING -- ADDENDA; Stanley Works Shifts Account". New York Times.
  37. Jack, Neff (2010-06-07). "Alberto-Culver Moves $250 Million Global Creative Duties to Arnold, Mullen". Advertising Age.
  38. Philip H., Dougherty (1988-02-23). "Advertising; Mullen Will Handle Account for Timberland". Advertising Age.
  39. Morrison., Maureen (2012-02-21). "Mullen wins U.S. Cellular After Review". Advertising Age.
  40. "MullenLowe Wins Potential $212M DoD HR Marketing Comms Contract". Govcon Wire. 2019-01-28.
  41. "MullenLowe LA Launches First Campaign for Whole Foods". Adweek. 2018-02-05.
  42. "Zappos Taps Mullen as Creative Agency". Adage. 2009-09-24.
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