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.
Mountains of creativity. Lessons from Making Digital Work II
The drive from Denver International Airport to Boulder Digital Works frames the rise of some of the most dramatic peaks – a fitting setting for one of the most innovative workshops in our industry of digiraditional marketing. For an industry that preaches words like evolution, revolution and “game-changing” (ugh) innovation to our clients, we are [...]
// read moreWhat the Funnel…?
Enough already with the arguments about the death of the so-called Purchase Funnel and its relevance or not, for the digital age. Because maybe the real issue is not whether the funnel is obsolete – but that agencies and marketers have been looking at the funnel the wrong way? So, take a deep breath. Take [...]
// read moreDear CMO – suggestions for navigating the turnaround
Dear CMO, You have weathered the economic storm. You were probably caught flat-footed by the recession, but now you sense the light at the end of the tunnel. Business and consumer confidence indices are improving although the US unemployment rate is still high. There is optimism in the air. You have cleared deadwood within your [...]
// read moreBrandBowl – 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 [...]
// read moreHow 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 [...]
// read moreDoritos 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 combined tweeting, ad [...]
// 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 [...]
// read moreWord 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 [...]
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