MullenLowe U.S.

MullenLowe U.S. is a Boston, Massachusetts-based advertising and marketing communications agency, a part of MullenLowe Group owned by multinational advertising network Interpublic Group of Companies (IPG). It has 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

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

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". 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. "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. "KFC Picks MullenLowe as Its New Creative Agency of Record".
  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.
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