Hires & Promotions

Mobile catalyst – fusing media and creative in the new web gateway

August 5, 2010 David Swaebe

Earlier this week, mediahub from Mullen formally announced the creation of a new mobile media practice that closely aligns our resident emerging media specialists with the agency’s integrated creative teams. This new mobile unit is the latest manifestation of a fast-growing capability. We’ve developed and implemented several successful mobile media and creative campaigns, and are seeing an increasing allocation of client resources into this fast-growing channel. To date, Mullen has produced integrated mobile campaigns for Timberland, Timberland PRO and Foxwoods Resort Casino, among others. The agency’s mobile app and tablet computer creative portfolio includes work for Olympus, Stanley, Century 21, Victorinox Swiss Army and MassMutual.

The mobile media-creative fusion effort will be led by Brenna Hanly, who takes on the newly created role of Mobile Catalyst. Hanly was originally an Emerging Media Specialist at Mullen and more recently operated in a hybrid role as a media planner with cross-channel expertise in both online and offline media.

“With mobile ad spend expected to increase by 10 times over the next 3–5 years, this is the right time to create a dedicated mobile practice,” said John Moore, Chief Media Officer at Mullen. “Brenna’s background in emerging media, coupled with her metrics-focused digital experience, is critical to success in the mobile space. And, by embedding our mobile practice in Mullen’s creative group, we will have a significant impact on the content we create in this exciting channel.”

“Within five years more users will be accessing the Web through mobile phones than PCs,” said Hanly. “While in many ways mobile is the new Web, we believe that mobile requires special, dedicated thinking because of the unique nuances of location and personalization that are endemic to this medium.”

Mullen’s mobile media practice will be focused on the creation and distribution of mobile apps, banners and tablet creative, as well as mobile commerce, campaign metrics, activating offline campaigns and working with the creative group in order to inspire and ideate within this new and exploding universe.

We’ve had some great response to the announcement from mobile, media, advertising publications and blogs. Mobile is clearly the new frontier and we look forward to sharing future news about new campaigns and inventions from this team.