Until 2015, Mullen was a US-only full-service advertising agency, operating as a standalone unit within Interpublic. Highly regarded for its creative work, it had gradually established a national footprint by absorbing fellow independent Long Haymes Carr in 2000, as well as two Bozell offices in 2001. A considerable chunk of US billings came from the agency's diversified services offering, notably media, and Mullen had done well on new business. Nevertheless, its overall profile remained comparatively low, and the shop was more or less unknown outside the US. Yet in 2015, Mullen became the latest in a long line of Interpublic agencies to be merged into its international Lowe & Partners network. That led to Mullen becoming the global HQ, as well as the US arm of the newly baptised MullenLowe Group.
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Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets. Subscribers may access the following website links:
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Adbrands Weekly Update 14th May 2015: Interpublic is making yet another attempt to ramp up its Lowe & Partners network in the US. In the latest of what seems like countless different mergers over the years, standalone agency Mullen is being folded into the business, which will adopt a new identity as Mullen Lowe Group. The last such reboot involved the injection of Campbell Ewald into the Lowe portfolio, but that failed to gel. Lowe Campbell Ewald retains its affiliation but drops the Lowe tag. More significantly perhaps, Lowe's CEO Michael Wall is leaving - to become the first global CEO at Mother! - and the top job goes to Mullen CEO Alex Leikikh. He would be wise to feel some trepidation. Though Lowe retains a certain degree of prestige internationally, especially in Asia and the Latin market, the network has failed repeatedly to establish a lasting presence in the US. Past partners for Lowe in the US include Deutsch, until a divorce in 2013; and before that Bozell, Scali McCabe Sloves and Ammirati Puris Lintas, all of whom vanished without trace into Lowe's US presence prior to the steady defection of their client portfolios. Most recently, the combination with Campbell Ewald was followed by the departure of that agency's Cadillac account. Interpublic managers are clearly hoping that the latest combination will prove the long-awaited charm, but we're not so sure. They would be well-advised to keep a close eye on Mullen's recently won automobile account Acura in case the Cadillac curse strikes again.
Adbrands Weekly Update 14th Aug 2014: Ads of the Week: "My Way". Mullen's new campaign for Acura uses fast cutting and a selection of different anti-establishment musical cues to convey the sense of excitement the car aims to embody. Shorter versions get different backing tracks but the full 60-second spot is blessed with the Sid Vicious version of My Way, and it works better than you might expect. Poor old Sid would have been proud.
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