Massachusetts Office of Travel and Tourism

In 2004 Mullen was awarded the MOTT business and tasked with the following objectives: Make Massachusetts a year-round, leisure travel destination in the minds of travel press and consumers; Position the Commonwealth as a community of open-minded individuals ready to welcome diverse visitors; and help MOTT respond to industry needs and heighten the agency’s profile… Read More

Batman, Mayor West and LendingTree

If you watched the morning news shows today you may have heard a familiar voice speaking about “men of ill repute,” “corporate mischief makers,” “a wave of financial tomfoolery” and a “downturn of diabolical proportions.” The voice you heard is Adam West who some of you know as Mayor West on Family Guy and others… Read More
Analysis & Opinion

5 Steps to Social Measurement Success

There’s a lot of excitement and optimism around social media’s potential for marketers – it’s where some attractive audience segments are starting to amass after all – but, just like any marketing medium, measurement is a critical component to success. Social media measurement is quite immature – just as Web analytics was back in the… Read More
Culture at Mullen

Playing hardball

Baseball and new business are hot topics in Boston right now. The Red Sox have the best record in the American League and six players on the All Star team.  Meanwhile here at Mullen there’s been a substantial increase in RFP activity recently, which may signal a possible turnaround in the ad business. Our IPG… Read More
Analysis & Opinion

The best way to find a woman: The Frank map.

We know men (and some women) don’t like to ask for directions, so we created this map. Seriously, it won’t show you the fastest way from your brand to her hand, but it IS a great thought-starter, conversation-catalyst, office-art and all around reminder of the incredible complexity of women. It captures the worries, the joys,… Read More
Analysis & Opinion

Is your brand becoming irrelevant?

“You may not like change, but you’ll like irrelevance even less.” That’s the quote in the emerging media room of our Boston office, a place where you can get a taste of how rapidly the marketing landscape is changing and the tremendous opportunities for brands to connect with consumers in new ways. For some, the… Read More
Analysis & Opinion

All social media gurus are liars

I’ve been re-reading the Seth Godin classic “All Marketers Are Liars” and, while it was written before social media gained such prominence, I’ve found it no less compelling today because of the valuable lessons he imparts. Godin’s point wasn’t that marketers are really liars, but that consumers choose to believe the stories that marketers are… Read More

What’s with the gay golfer?

A few savvy observers have noted the appearance of a gay rights symbol (the Human Rights Campaign’s blue & gold logo on the guy’s shirt) in the new Orbitz hovercraft commercial from Mullen.  We’ve had press inquiries on this subject with people wondering about motives.  Well, it’s pretty simple.  Orbitz was the first online travel… Read More