MullenLowe U.S.

Last updated
MullenLowe U.S.
Industry Advertising, Marketing
Founded1970
FounderJim Mullen
Headquarters
Boston
Number of locations
3
Key people
Frank Cartagena, CEO
ServicesCreative, public relations, strategy, social, design, behavioral sciences,digital experience, production.
Parent MullenLowe Global
Website mullenlowe.com

MullenLowe U.S. is an advertising and marketing communications agency, a part of MullenLowe Global, formerly MullenLowe Group, owned by multinational advertising network Interpublic Group of Companies (IPG). It is headquartered in Boston with offices in Los Angeles and New York City. [1] The agency provides creative, public relations, strategy, social, design, behavioral sciences, digital experience, and production services.

Contents

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 three other divisions of MullenLowe Group: MullenLowe Comms, Mediahub, 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] In 2022, KFC has named MullenLowe as the brand's creative agency of record. [18]

Notable clients past and present

Related Research Articles

<span class="mw-page-title-main">Havas Creative</span>

Havas Creative, formerly known as Havas Worldwide and Euro RSCG, is a French advertising agency. It is one of the largest integrated marketing communications agencies in the world, made up of 316 offices located in 75 countries. The firm provides advertising, marketing, and corporate communications services.

<span class="mw-page-title-main">The Interpublic Group of Companies</span> American advertising company

The Interpublic Group of Companies, Inc. (IPG) is an American publicly traded advertising company. The company consists of five major networks: FCB, IPG Mediabrands, McCann Worldgroup, MullenLowe Group and Marketing Specialists, as well as several independent specialty agencies in the areas of public relations, sports marketing, talent representation and healthcare. It is one of the "Big Four" agency companies, alongside WPP, Publicis, and Omnicom. Phillippe Krakowsky became the company's CEO on January 1, 2021.

<span class="mw-page-title-main">FCB (advertising agency)</span> Global advertising agency network

Foote, Cone & Belding (FCB) is one of the largest global advertising agency networks. It is owned by Interpublic Group and was merged in 2006 with Draft Worldwide, adopting the name Draftfcb. In 2014 the company rebranded itself as FCB.

Arnold Worldwide is an American advertising agency headquartered in Boston, Massachusetts. The agency is a part of the Havas Creative Group, a global advertising holding company based in France. Some of Arnold’s clients include Progressive Insurance, Sam's Club, PNC Bank, ADP, and Aura.

<span class="mw-page-title-main">Hill Holliday</span> Marketing and communications agency

Hill Holliday (HH) is a marketing and communications agency based in Boston, Massachusetts with offices in New York City and Greenville, South Carolina. It is the 17th largest advertising agency in the U.S.

mcgarrybowen is an advertising agency founded in 2002 by John McGarry, former president of Young & Rubicam, Stewart Owen, former chief strategic officer of Young & Rubicam, and Gordon Bowen, a former executive creative director at Ogilvy & Mather and Young & Rubicam and who together until 2008 held roughly 90% of the company. mcgarrybowen was acquired for an undisclosed amount by Dentsu in 2008. It currently has offices in New York, Chicago, San Francisco, London, Paris, Amsterdam, Mexico City, Bangalore, Shanghai, Hong Kong, and Düsseldorf.

Campbell Ewald is an advertising and marketing communications agency headquartered in Detroit, Michigan, with offices in Los Angeles and New York. Campbell Ewald is part of advertising company Interpublic Group of Companies (IPG).

Deutsch NY, formerly Deutsch Inc. is an American ad agency headquartered in New York City. The agency was founded by David Deutsch in 1969 as David Deutsch Associates, Inc. In 1989, the company name changed to Deutsch Inc. when Deutsch's son, Donny Deutsch, took over the agency.

MullenLowe Profero is a digital marketing agency operating across twelve offices, with over 600 employees globally. Its services typically include customer experience, digital marketing, creative, media, technology, user experience (UX) and strategy. It is part of the MullenLowe Group global network, which is owned by global agency network Interpublic Group (IPG).

McKinney is an advertising agency based in Durham, North Carolina, with offices in Los Angeles, New York City, Dallas-Fort Worth, and Phoenix.

MRM is a global direct and digital marketing agency. MRM stands for McCann Relationship Marketing. It is part of McCann Worldgroup within The Interpublic Group of Companies (IPG), one of the Big Four marketing firms.

MullenLowe Lintas Group Indian marketing communications company

MullenLowe Lintas Group, formerly Lintas, is an Indian advertising marketing communications company. The company is a wholly owned subsidiary of the Interpublic Group (IPG), and is part of the multinational MullenLowe Group.

The Martin Agency is one of the top American creative advertising agencies. A holding of the Interpublic Group of Companies, Martin is long-known for helping brands "impact culture" in the United States and internationally. The company's chief executive officer is Danny Robinson and its chief creative officer is Jerry Hoak.

Cheil Worldwide Inc. (Korean: 제일기획) is a marketing company under the Samsung Group that offers advertising, public relations, shopper marketing, sports marketing, digital marketing, etc. It was established in 1973 with headquarters in Seoul, South Korea.

Carter Murray is an investor and public speaker and formerly chief executive officer of FCB, one of the world’s largest global advertising agency networks. On March 6, 2013, holding company parent Interpublic Group (IPG) announced that Murray would become CEO of Draftfcb. Murray officially joined the agency in his new role on Sept. 9, 2013. Based in New York, he oversees the agency’s 120 offices in 80 countries. Previously, Murray served as president and CEO of Young & Rubicam’s (Y&R) North American operations. He also served as a member of the Global Y&R Executive Committee.

<span class="mw-page-title-main">MullenLowe Global</span> Marketing communications company

MullenLowe Global, formerly MullenLowe Group, is a marketing communications company headquartered in London. It is a part of the Interpublic Group of Companies (IPG).

<span class="mw-page-title-main">Initiative (agency)</span> American media planning and buying agency

Initiative is an American media planning and buying agency that is part of IPG Mediabrands, the media buying arm of multinational holding company Interpublic Group of Companies. Initiative's roots date back to 1970.

Mediahub, formerly known as MullenLowe Mediahub, is a global media planning and buying agency. It is part of the IPG Mediabrands advertising network, itself a component of multinational advertising and marketing company Interpublic Group of Companies (IPG). Launched in 2005 as part of MullenLowe Group's predecessor Mullen, Mediahub has offices in 15 cities worldwide as of 2021.

Wunderman was a New York City-based global digital agency. It was part of Young & Rubicam Brands and a member of international advertising group WPP Group.

Allen G. Rosenshine is an American advertising executive who previously served as chairman and chief executive officer of Batten, Barton, Durstine & Osborn (BBDO). He was also the founding chairman (1986-1989) of the Omnicom Group, the second largest advertising agency in the world.

References

  1. 1 2 "Mullen Will Merge With Lowe and Partners to Become Mullen Lowe Group". adweek.com. 2015-05-08. Retrieved 2019-05-31.
  2. 1 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". The New York Times . 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. 1 2 "8 Super Bowl Ads That Completely Transformed Their Brands". businessinsider.com. 2014-01-30. Retrieved 2019-05-31.
  17. 1 2 "E-Trade Returns to Super Bowl After Five-Year Hiatus". adage.com. 2018-01-29. Retrieved 2019-07-29.
  18. ↑ "KFC Picks MullenLowe as Its New Creative Agency of Record". 9 February 2022.
  19. ↑ "How Acura Built Its New TV Campaign for Mobile". Adage. 2017-04-11.
  20. ↑ "MullenLowe, American Greetings Show Us How Pumping Iron Is Exactly Like Writing a Heartfelt Note". Adweek. 2019-01-02.
  21. ↑ "Burger King asks Wendy's to prom". The Drum. 2018-05-09.
  22. ↑ Nudd, Tim (2014-06-10). "How Mullen Brought Century 21 Into the 21st Century With Fun, Fast Social Ads". Adweek.
  23. ↑ Judy, Warner (2000-03-13). "Checking In to Mullen". Adweek.
  24. ↑ "Mullen Touts GM Used Cars". Adweek. 2001-10-01.
  25. ↑ "The Cookie Monster Tries to Keep New Year's Resolutions in Google Play Ad". Mashable. 2013-01-02.
  26. ↑ "Mullen Wins Global Grey Goose Creative". Adweek. 2012-03-28.
  27. ↑ "JetBlue's pizza delivery service brings NYC pies all the way to Los Angeles". Adage. 2018-05-08.
  28. ↑ "La Quinta - Mullen". Mediapost. 2007-01-29.
  29. ↑ "Mullen Rebrands LendingTree". Adweek. 2009-07-20.
  30. ↑ David, Gianatasio (2006-06-14). "MassMutual Moves to Mullen". Adweek.
  31. ↑ "Match.com Taps Mass. Shop for PR". Adweek. 2004-06-02.
  32. ↑ "National Geographic Channels Hires Mullen for Digital, Media". AdAge. 2012-03-19.
  33. ↑ "MullenLowe PR snags New Balance as it looks to drive earned media". Campaign. 2019-06-27.
  34. ↑ Michael, Musco (2011-01-10). "Planet Fitness "Lift Things Up"". Adweek.
  35. ↑ "MullenLowe's Stunning Short Films for Royal Caribbean Serve Up Alaska's Local Flavor". AdWeek. 2017-10-17.
  36. ↑ "Sennheiser selects MullenLowe Group to lead global marketing". Campaign. 2019-01-24.
  37. ↑ Stuart, Elliott (1999-05-26). "THE MEDIA BUSINESS: ADVERTISING -- ADDENDA; Stanley Works Shifts Account". New York Times.
  38. ↑ Jack, Neff (2010-06-07). "Alberto-Culver Moves $250 Million Global Creative Duties to Arnold, Mullen". Advertising Age.
  39. ↑ Philip H., Dougherty (1988-02-23). "Advertising; Mullen Will Handle Account for Timberland". Advertising Age.
  40. ↑ Morrison., Maureen (2012-02-21). "Mullen wins U.S. Cellular After Review". Advertising Age.
  41. ↑ "MullenLowe Wins Potential $212M DoD HR Marketing Comms Contract". Govcon Wire. 2019-01-28.
  42. ↑ "MullenLowe LA Launches First Campaign for Whole Foods". Adweek. 2018-02-05.
  43. ↑ "Zappos Taps Mullen as Creative Agency". Adage. 2009-09-24.
This page is based on this Wikipedia article
Text is available under the CC BY-SA 4.0 license; additional terms may apply.
Images, videos and audio are available under their respective licenses.