Advertising, Mullen //

A living, breathing, changing website: The new mullen.com

Posted by Edward Boches on 06/03/09

digitalfp_2

Welcome to the new mullen.com. Unlike the typical, static agency website of old, this site will change almost daily, and certainly weekly, sharing news, work, cultural insights and perspectives on everything from advertising to social media to the technology that drives it.  We hope you’ll find it useful enough to subscribe using the RSS button up top on the right.

On the main top nav bar you’ll always find an explanation of7 Modes of the Mind, our proprietary approach to consumer engagement, a description of our integrated Capabilities, and, of course,  view our Portfolio. The latter includes everything from TV to print to viral videos to PR events to integrated social media programs.

On the smaller top nav bar there’s an about page, current job listings, a map of our office locations and our digital footprint, where you’ll find our Facebook, Flickr, Youtube and Twitter presence aggregated on one page.

Over on the right nav bar you can find featured posts (stuff that’s fallen below the fold but is still worth reading), explore content by capability, read what we’re thinking, and access past posts that remain archived. You can follow by capability, author or subject. And if you want you can always search by subject or particular interest.

While Mullen is one company and one brand, we’re four offices, so under offices you can find clients, management team, and other content for Winston Salem, Pittsburgh, Detroit and New York.

Finally, and perhaps most importantly, the new mullen.com is a blog.  Which means  your reaction, feedback and comments are both welcome and helpful.

What do you think? Like it? Let us know.

  • http://www.refineandfocus.com/ zach braiker

    I like your approach. It’s fresh and progressive. One challenge; however, is clients who are new to social media. Do you feel that visiting your site and “immersing” immediately will make sense to them? How do both live inside conversations that are relevant while explaining to those who do not understand them what you are doing–and why it matters. I’m excited to watch how you’re doing this.

  • http://www.refineandfocus.com zach braiker

    I like your approach. It’s fresh and progressive. One challenge; however, is clients who are new to social media. Do you feel that visiting your site and “immersing” immediately will make sense to them? How do both live inside conversations that are relevant while explaining to those who do not understand them what you are doing–and why it matters. I’m excited to watch how you’re doing this.

  • Edward Boches

    Zach,
    Good point. We tried to have a balance of pages and posts, so that there is information easily accessible, but more importantly updated content worth coming back for. Ideally, as the site develops, it will be more about the reader and our clients and prospects and less about Mullen. It will show, rather than tell.
    Edward

  • Edward Boches

    Zach,
    Good point. We tried to have a balance of pages and posts, so that there is information easily accessible, but more importantly updated content worth coming back for. Ideally, as the site develops, it will be more about the reader and our clients and prospects and less about Mullen. It will show, rather than tell.
    Edward

  • http://www.careerreengade.com/ Jonathan Fields

    Really enjoying the new look and feel, especially all of the integrated social media aspects that aggregate conversations across multiple platforms, like twitter.

    There’s a palpable energy and level of engagement that’s hard to find in more traditional “corporate” websites. Nothing like saying we not only talk the engagement talk, we walk the walk, too. Would also love to see more content sharing options like social media buttons/icons that would allow for fast and easy posting of great content to a variety of social media profiles and platforms.

    Great work!

  • http://www.careerreengade.com Jonathan Fields

    Really enjoying the new look and feel, especially all of the integrated social media aspects that aggregate conversations across multiple platforms, like twitter.

    There’s a palpable energy and level of engagement that’s hard to find in more traditional “corporate” websites. Nothing like saying we not only talk the engagement talk, we walk the walk, too. Would also love to see more content sharing options like social media buttons/icons that would allow for fast and easy posting of great content to a variety of social media profiles and platforms.

    Great work!

  • http://www.arikhanson.com/ Arik Hanson

    Like the approach, Mullen Nation. Seems you’re employing the same approach as a smaller shop in my neck of the woods–Fast Horse (www.fasthorseinc.com), although you’ve clearly taken it to another level.

    The idea of a blog as your Web site is genius for so many different reasons. The trick, as with any blog, is the commitment to keeping content fresh and relevant to your readers. I’ll be curious to see how you approach that in the months ahead.

    I’m also looking forward to hearing many of the other Mullen voices on this blog–my good friend, David Mullen down in NC, for one.

    Finally, historically, I’m not sure agencies have engaged their communities online as effectively as they could. You’re taking a different approach here but I’ll be interested to watch as you post and engage. Will you discuss issues important to clients, potential clients and the industry at large? Or, will you use the blog as a platform to showcase your work? Will you start meaningful conversations with your community? Or, will you use the blog as a static promotional tool like so many other Web sites?

    Knowing you, Edward, and some of the other incredibly smart folks at Mullen, I’m guessing we’re looking at the former. But, like I said, it will be interesting to follow along.

    Kudos–and here’s to the continued evolution of Mullen.com

    @arikhanson
    http://www.arikhanson.com

  • http://www.arikhanson.com Arik Hanson

    Like the approach, Mullen Nation. Seems you’re employing the same approach as a smaller shop in my neck of the woods–Fast Horse (www.fasthorseinc.com), although you’ve clearly taken it to another level.

    The idea of a blog as your Web site is genius for so many different reasons. The trick, as with any blog, is the commitment to keeping content fresh and relevant to your readers. I’ll be curious to see how you approach that in the months ahead.

    I’m also looking forward to hearing many of the other Mullen voices on this blog–my good friend, David Mullen down in NC, for one.

    Finally, historically, I’m not sure agencies have engaged their communities online as effectively as they could. You’re taking a different approach here but I’ll be interested to watch as you post and engage. Will you discuss issues important to clients, potential clients and the industry at large? Or, will you use the blog as a platform to showcase your work? Will you start meaningful conversations with your community? Or, will you use the blog as a static promotional tool like so many other Web sites?

    Knowing you, Edward, and some of the other incredibly smart folks at Mullen, I’m guessing we’re looking at the former. But, like I said, it will be interesting to follow along.

    Kudos–and here’s to the continued evolution of Mullen.com

    @arikhanson
    http://www.arikhanson.com

  • http://clientserviceinsights.blogspot.com/ Leo Bottary

    You’ve built a site that’s engaging, informative, and relevant. Its generosity is evident in the way you celebrate your clients and share your insights. It clearly meets the “great work” criteria, and as a result, you’ll undoubtedly be everyone’s new favorite bookmark. Nicely done!

  • http://clientserviceinsights.blogspot.com Leo Bottary

    You’ve built a site that’s engaging, informative, and relevant. Its generosity is evident in the way you celebrate your clients and share your insights. It clearly meets the “great work” criteria, and as a result, you’ll undoubtedly be everyone’s new favorite bookmark. Nicely done!

  • Edward Boches

    To all of you who’ve showed up so quickly to the new site, thanks. Appreciate the compliments, suggestions and challenges. Yes, we will get up some share buttons asap. Yes, we will see more content from a wider range of folks at Mullen, including our Ad Age 150 Blogger David Mullen. And Arik, you hit the nail on the head with the question of what kind of content we will provide. Agencies typically talk about themselves ad nauseam. Obviously if we do that we’ll be the only ones reading this thing. So, yes, we will attempt to provide useful content that clients, prospects and others can benefit from: perspectives on social media, the role of creativity, better strategies for connecting with consumers, the importance of analytics, etc. And yes, we’ll share our work, too. But we’re hoping that our community, as it grows, will contribute as well, with ideas, requests, reactions, praise and even criticism.
    Thanks for stopping by,
    Edward

  • Edward Boches

    To all of you who’ve showed up so quickly to the new site, thanks. Appreciate the compliments, suggestions and challenges. Yes, we will get up some share buttons asap. Yes, we will see more content from a wider range of folks at Mullen, including our Ad Age 150 Blogger David Mullen. And Arik, you hit the nail on the head with the question of what kind of content we will provide. Agencies typically talk about themselves ad nauseam. Obviously if we do that we’ll be the only ones reading this thing. So, yes, we will attempt to provide useful content that clients, prospects and others can benefit from: perspectives on social media, the role of creativity, better strategies for connecting with consumers, the importance of analytics, etc. And yes, we’ll share our work, too. But we’re hoping that our community, as it grows, will contribute as well, with ideas, requests, reactions, praise and even criticism.
    Thanks for stopping by,
    Edward

  • http://bu.edu/com Tom Fauls

    Refreshing (NPI). Much needed departure from all-about-us agency sites and we’re-so-creative-you-shouldn’t-expect-to-understand-our-site sites.

    The resulting social/brand dialog is good and potentially ground-breaking, even though none of us really know where we’re heading in the mid or long term.

    Looking back to ’94, so many insiders confidently declared interactive’s killer apps— successively banner ads, email, search, rich media, video, social media in general, microblogging, apps and mobile marketing— it should keep us all humble, curious, hungry and busy.

  • http://bu.edu/com Tom Fauls

    Refreshing (NPI). Much needed departure from all-about-us agency sites and we’re-so-creative-you-shouldn’t-expect-to-understand-our-site sites.

    The resulting social/brand dialog is good and potentially ground-breaking, even though none of us really know where we’re heading in the mid or long term.

    Looking back to ’94, so many insiders confidently declared interactive’s killer apps— successively banner ads, email, search, rich media, video, social media in general, microblogging, apps and mobile marketing— it should keep us all humble, curious, hungry and busy.

  • http://jasonkeath.com/ Jason Keath

    Digging the new site guys. I like the scrubber for update time on the Twitter page. And of course just the fact that the blog is front and center is well played. Keep up the great work.

  • http://jasonkeath.com Jason Keath

    Digging the new site guys. I like the scrubber for update time on the Twitter page. And of course just the fact that the blog is front and center is well played. Keep up the great work.

  • Edward Boches

    Tom:
    Thanks for your comment. Yes, there are a lot of dead agency sites that just sit there. We used to have one. Trying not to do that anymore. Dialog like this helps. Hope to see you on the 18th at the Open House.
    Edward

  • Edward Boches

    Tom:
    Thanks for your comment. Yes, there are a lot of dead agency sites that just sit there. We used to have one. Trying not to do that anymore. Dialog like this helps. Hope to see you on the 18th at the Open House.
    Edward

  • Edward Boches

    Jason:
    Thanks for stopping by. We are experimenting and will continue to do so. All ideas welcome.

  • Edward Boches

    Jason:
    Thanks for stopping by. We are experimenting and will continue to do so. All ideas welcome.

  • http://thelostjacket.com Stuart Foster

    Loving being able to work with an agency that has made this shift. It’s a bold, innovative step and one that will actually have more gravitas then creating a Youtube Channel or Flickr page and calling it a day.

    The initial commentary and engaging dialogue between author and commenter is fantastic. Really excited to be working here.

  • http://thelostjacket.com Stuart Foster

    Loving being able to work with an agency that has made this shift. It’s a bold, innovative step and one that will actually have more gravitas then creating a Youtube Channel or Flickr page and calling it a day.

    The initial commentary and engaging dialogue between author and commenter is fantastic. Really excited to be working here.

  • mike anderson

    fantastic rip off of big spaceship’s site!

  • mike anderson

    fantastic rip off of big spaceship’s site!

  • Edward Boches

    Mike:
    Thanks for stopping by. Just checked out Big Spaceship. It’s a nice blog, too. You might also want to check out the Barbarian Group and EVB, two other with it agencies. Looks like all the agencies that know what’s going on these days have embraced the value of real content and ongoing engagement.

  • Edward Boches

    Mike:
    Thanks for stopping by. Just checked out Big Spaceship. It’s a nice blog, too. You might also want to check out the Barbarian Group and EVB, two other with it agencies. Looks like all the agencies that know what’s going on these days have embraced the value of real content and ongoing engagement.

  • john j

    The first phase of the site was great. Hands down. But i think its funny that there is this much excitement over this recent update. Shops like Barbarian Group have had a blog as their site for years. EVB, and Big Spaceship… yes their sites are blog driven. And this is a great thing to do. But, you have to admit that there is a close comparison between this site and BS’s. Large changing header image, large blog post type, same kind of side bar, etc… Kind of surprised that there wasn’t some more originality dropped into this site overall and not just talking about the layout.

  • john j

    The first phase of the site was great. Hands down. But i think its funny that there is this much excitement over this recent update. Shops like Barbarian Group have had a blog as their site for years. EVB, and Big Spaceship… yes their sites are blog driven. And this is a great thing to do. But, you have to admit that there is a close comparison between this site and BS’s. Large changing header image, large blog post type, same kind of side bar, etc… Kind of surprised that there wasn’t some more originality dropped into this site overall and not just talking about the layout.

  • Edward Boches

    John:
    Perhaps enthusiasm is because this is different for us, more expected of a totally digital agency like EVB or Barbarian. Most people don’t realize that we aren’t a traditional agency (more PR, digital, social, interactive, DR than folks realize). Or perhaps because we have a following in the social media space and so people are paying attention. As for design, we’ve embraced a simple blog format, larger type because it’s more contemporary. Coincidental that BS also used large type. Never saw their site until today. Will become a reader now, though. Finally, at the end of the day, originality is in the content and the work. Thanks for comment.

  • Edward Boches

    John:
    Perhaps enthusiasm is because this is different for us, more expected of a totally digital agency like EVB or Barbarian. Most people don’t realize that we aren’t a traditional agency (more PR, digital, social, interactive, DR than folks realize). Or perhaps because we have a following in the social media space and so people are paying attention. As for design, we’ve embraced a simple blog format, larger type because it’s more contemporary. Coincidental that BS also used large type. Never saw their site until today. Will become a reader now, though. Finally, at the end of the day, originality is in the content and the work. Thanks for comment.

  • http://chriswooster.net/ Chris Wooster

    having watched this site evolve (firsthand sometimes) for years, i like the focus on discussion and ideas. i know this was a big bungee jump for you guys, so congrats on trying something new.

    among my suggestions, is to make a bigger deal of digital work in the portfolio. not just the obviously digital – sites and banners and all that entry level stuff – but your more innovative stuff like the super bowl ads and oscars networking shindigs. yes it was for fun (remember fun is a node) but as clients are starved for proof that social can work, these are pretty effective proof points that you guys can walk the talk. would love some juicy magee numbers on how you built buzz, and maybe followup traffic to mullen’s site that the effort generated. this is where digital can really shine: kickass metrics can be just as beautiful for clients as full bleed print ads.

    glad to see a range of voices here, too. good luck with it, and with the new joint downtown.

    cw

  • http://chriswooster.net/ Chris Wooster

    having watched this site evolve (firsthand sometimes) for years, i like the focus on discussion and ideas. i know this was a big bungee jump for you guys, so congrats on trying something new.

    among my suggestions, is to make a bigger deal of digital work in the portfolio. not just the obviously digital – sites and banners and all that entry level stuff – but your more innovative stuff like the super bowl ads and oscars networking shindigs. yes it was for fun (remember fun is a node) but as clients are starved for proof that social can work, these are pretty effective proof points that you guys can walk the talk. would love some juicy magee numbers on how you built buzz, and maybe followup traffic to mullen’s site that the effort generated. this is where digital can really shine: kickass metrics can be just as beautiful for clients as full bleed print ads.

    glad to see a range of voices here, too. good luck with it, and with the new joint downtown.

    cw

  • Edward Boches

    Chris:
    Good ideas. We’re just out of the gate, but will add stuff like that, either in the portfolio or as posts.

  • Edward Boches

    Chris:
    Good ideas. We’re just out of the gate, but will add stuff like that, either in the portfolio or as posts.

  • http://masawebdevelopment.com Web Master Share

    What I can say is very nice and helpful as well as informative post…really help me very much more!! Thanks..
    Web_mastershare
    crossland-development.com

  • Tammy

    oh god this really is a new load of crap for you guys – the seven modules of the mind???? Give me a break. It's just advertising – do you clients actually buy this bullshit Eddie?

  • Tammy

    oh god this really is a new load of crap for you guys – the seven modules of the mind???? Give me a break. It's just advertising – do you clients actually buy this bullshit Eddie?

  • http://www.searchofficespace.com/usa/office-space/new-york-city-executive-suites.html Executive Suites New York City

    It is my great pleasure to visit your website and to enjoy your excellent post here. I like them very much. I can feel that you paid much attention to those articles, as all of them make sense and are very useful. Thanks so much for sharing.

  • http://www.searchofficespace.com/usa/office-space/new-york-city-executive-suites.html Executive Suites New York City

    It is my great pleasure to visit your website and to enjoy your excellent post here. I like them very much. I can feel that you paid much attention to those articles, as all of them make sense and are very useful. Thanks so much for sharing.

  • http://twenty-ten.me Mark Sargent

    I have long come to enjoy a first to market website relying on WB CSM to be nicely sociable from the bottom up. As Tom put it: “Much needed departure from all-about-us agency sites and we’re-so-creative-you-shouldn’t-expect-to-understand-our-site sites.” I’d be interested in learning more how Mullen is doing with offering Digital Footprints as a service offer. Rock on!
    Mark

  • Steve Bayle

    This is the best blog as web site I’ve seen! What are you using for a blogging platform? WordPress?

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