New Business

The Bear is back

While most sports fans are thinking pennant races and fantasy football rosters, Mullen is thinking Stanley Cup. We’re happy to announce an expanded relationship with the Boston Bruins.  Mullen is the new agency-of-record for the hometown hockey team and will be a key partner in building and energizing the fan base in what promises to… Read More
Analysis & Opinion

Taking time to smell (and harvest) the roses

As technology and globalization continue to expand, our appetite for instant gratification grows with them. Given the fast paced, multitasking, 24/7 society we live in, it’s surprising that one of the biggest growing trends right now is about slowing down. Starting as one man’s protest of a McDonald’s opening in Rome, and fueled by books… Read More
Analysis & Opinion

Swimming with Twitter Sharks

As I wrote before on my blog, I was very saddened by the news that tr.im, my favorite URL shortener for Twitter, was cut down in its prime. Based on the company’s blog post, the blame (although they are loath to call it blame), was laid on Twitter’s decision to use bit.ly as its primary… Read More
Analysis & Opinion

Social is everywhere and nowhere

I was asked to sit on a social media panel last week and each of the three panelists had to provide a five to eight minute opening before the moderator and audience started to ask questions. As I began to ponder my discourse, I thought about the daunting task of how to say something original… Read More
Culture at Mullen

Remembering Paul

“He’s a real writer, he just happens to do his writing in the advertising business.” That quote from one of my old colleagues, Steve Bautista, describes Paul perfectly.  He was a real writer. I recall fondly my many years working with him.  He was slightly disheveled.  His pant cuffs were often a little too long… Read More
Analysis & Opinion

Game changing questions for service marketers

While working with our service-industry clients to assess their brand and business-building strategies and programs, typically we begin by asking some potentially game-changing questions: What’s your plan for branding from the inside out? Are your employees steeped in the brand? They better be, because the strongest service brands today are built on an employee base… Read More
Work

Seven questions with a seal/athlete/Boston superstar

You rarely do endorsements/ads. Why now? I’ve always been about the game.  I was brought up being told no seal is bigger than the game. So I just felt putting myself out there to sell sports drinks, shoes, or deodorant would be selfish.  Since I wouldn’t know what to do with any of them. The… Read More
Work

EMBARQ: New Economy + New Consumer Target = New Platform

Challenge: Begin with deteriorating economic realities, add telecom price wars and a redefined consumer target (families with kids under 18) and you’ve got the conditions for a smart new messaging platform – one that acknowledges the changing times and target audience. Solution: Leverage the reasons that families are spending more time at home together—changing lifestyles, life stages… Read More