Performance Strategy
At Mullen, we like to say, “A goal without a plan is just a wish.” Here, Performance Strategy is an unbound practice that feeds into how we optimally connect with the consumer. Our Brand Planners provide inspiration from insight to shape our strategic approach. Our Account Management team navigates and activates the strategy through the creative and production process, from start to finish. And before, during and after a campaign, our Proof ™ analytics group, builds proprietary models that consider inputs — including client’s investment, media planning, market trends, season, economic data — to not only measure marketing effectiveness but to predict outcomes before a penny is spent.
BrandBowl – complete rankings of the brands on Super Bowl XLIV
Mullen and Radian6 wanted to share the final rankings of all the brands that were evaluated in BrandBowl2010.
The rankings below were captured during the period of 6:00 – 11:00 PM eastern time on Super Sunday (that was game time). The methodology we used to calculate the rankings is explained on the BrandBowl site. The rankings [...]
How to win the BrandBowl
Doritos, Google and Focus on the Family.
They were the three brands left standing on the podium at the conclusion of BrandBowl2010. Why you ask? Isn’t it obvious, I say? Simplicity. Buzz. And dialogue.
Of course, we all know pulling off effective campaigns is a lot harder than it looks. It’s much easier to be an armchair [...]
Doritos wins the BrandBowl. Budweiser Select 55 is biggest loser.
According to the 63,000+ Twitter users whose comments were captured in BrandBowl2010, Doritos was the most effective brand to advertise on the Super Bowl telecast on CBS this year. Budweiser Select55 was the least effective brand.
Mullen, and Radian6, a leader in social media measurement, created BrandBowl2010, a Twitter/Super Bowl experience that [...]
// read moreWatch out, here comes Wonder-Woman
Brands beware. There’s a highly powerful and increasingly influential segment of women fast emerging.
She’s confident, she’s ambitious. She’s strong-willed and well educated. She’s married. And she earns significantly more than her husband. In short, we call her Wonder-Woman. She represents a large chunk of consumer spending power. And it’s time for brands to take her [...]
Word of mouth: measuring the share value of your brand and messaging
For women, sharing information (recommendations, experiences, advice) is important, but certainly not a purely altruistic act. Information is social currency. And while exchanging information is faster and easier than ever (copy, paste, click), information as social currency isn’t new. From medieval soothsayers to Gossip Girl, the woman in the know [...]
// read moreHeaded for a breakup with your best customers?
They’re looking for someone who gets them. Think of it as a personal ad … from one of your best customers. For most service marketers, it’s a pretty chilling message, one that reflects an important truth that we uncovered in our recent study, Service Marketing in the Era of Brand Vulnerability. More than ever, the [...]
// read more2010: A smarter, wiser and responsibly indulgent consumer
Based on our studies, we anticipate the consumer will transition into recovery mode in 2010 and start spending again, but with some degree of moderation.
By contrast to the free-spending days of old, the post-apocalyptic consumer will be more savvy, responsible and prudent – although interestingly, as the year progresses, they’ll be increasingly more likely to [...]
The rise of the millennials: a recalibration of success
As Millennials migrate into adulthood, they’re embarking on a quest that’s defined by their financial, progressive and socially-conscious ideals. Today, these early Millennial careerists are anxious about the state of the economy – and feeling more pressure to succeed. However, what we’ve found is that despite the potential for economic disillusionment, Millennials are optimistic about [...]
// read moreMullen’s new director of strategic analytics builds technology for personalized communication
Mullen announced today that Dinesh Gopinath, Ph.D., has joined the agency as executive vice president, director of strategic analytics. Gopinath, who was selected after a review of 35 candidates, will lead the agency’s analytics practice, which plays a key role in modeling, predicting and optimizing communications strategies across a wide range of client businesses. [...]
// read moreWhat does it mean to be green?
Being green is not a fad – it’s now officially a trend. In the past two years the number of green-minded consumers has increased from 12% to 38% – and the overall desire to be “greener” has become a universal need with over 90% of consumers believing that “environmental responsibility” is important. By 2010 the green market [...]
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