Advertising
We have a new logo and tagline
We figured we’re moving to Boston after 23 years in the mansion, we’re creating a new more open environment to mirror the way we actually work, and we’re launching a new website. Might as well have a new logo that looks forward rather than backwards and a tagline that defines what we believe. So here [...]
// read moreCSX: Transporting a Brand Forward
Challenge: Increase awareness and improve opinions of transportation giant CSX. Solution: Show that CSX is a responsible way to ship the products we love and need. CSX is one of the biggest transportation companies in the U.S., but few people know exactly what they do or how important they are to our day-to-day lives. Not [...]
// read moreCan social media professionals learn anything from the world of advertising?
Re-printed from a guest post on The Evolution of Media When Jason Keath asked me to answer this question for a post on his blog, my first reaction was he had it backwards. Shouldn’t the question be, “What can advertising professionals learn from the world of social media?” I mean consider that the consumer has [...]
// read moreFour Seasons: Big ideas from tiny details
Challenge: Evoke the emotional experience of the world’s leading luxury hotel brand Solution: Focus on the tangible and intangible things that please discerning guests The kind of traveler who stays at Four Seasons appreciates the finer details in life. A beautifully turned bed. A perfectly mixed cocktail. A moment that captures the essence of a [...]
// read moreSunTrust: Banks Have Left Us on Shaky Ground; Time for a Change
Challenge: Establish SunTrust as a trusted partner in this day and age when no one trusts financial institutions. Solution: Stand for something that consumers can genuinely believe in. Live solid. After the meltdown, that’s what people everywhere were looking for. A way to be solid, live solid, do business with a bank that was solid. [...]
// read moreLa Quinta: If You Have to Wake Up, at Least Wake Up on the Bright Side
Challenge: Refresh La Quinta’s brand positioning to differentiate it from a sea of look-alike competitors. Solution: By being an antidote to negativity and stress, La Quinta can build an emotional bond with travelers. Let’s face it: Travel has become pretty stressful these days. Especially for business travelers, who shuffle around the country praying for upgrades [...]
// read moreNew England Aquarium: Shaaaaks invade Boston
Challenge: Promote the Aquarium’s Sharks and Rays exhibit on a guppy-sized budget Solution: Use local landmarks for maximum impact Not since Jaws was filmed on Martha’s Vineyard has there been so much buzz about sharks in New England. We launched this campaign for the New England Aquarium during prime swim season. Print and outdoor work [...]
// read moreNational Grid: Turning a utility in a movement
Challenge: Establish National Grid as part of the solution to global warming Solution: Start a movement called the Power of Action that inspires customers to save energy Utilities are among the lowest-interest categories in advertising. The work is often boring, feel-good imagery. But for National Grid, Mullen transcended the category by creating a campaign that [...]
// read moreA living, breathing, changing website: The new mullen.com
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 [...]
// read moreBig Ideas from tiny details
Next time you see a brand’s marketing, ask yourself “Does it ring true?” When marketing is at its best, the brand and the advertising behave as one, and client and agency are perfectly aligned in making it happen. The brand itself should set this harmony in motion: the campaign amplifies what’s already there. With our [...]
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