Mullen Picks Up Benjamin Moore

Boston-based Shop to Handle Creative, Digital and Media Duties for Paint Marketer

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Interpublic Group of Cos.' Mullen has been chosen to handle marketing for paint maker Benjamin Moore after a review.

The move comes after the marketerparted ways with its agency of five years, independent Cramer-Krasselt, New York, which did not participate in the review. People familiar with the pitch said that separate requests-for-proposal for media and creative duties were issued by Benjamin Moore, and no consultant helped to guide the pitch process.

Mullen succeeded in picking up the the integrated account, including creative, digital and media-planning and -buying duties.

In a statement, Benjamin Moore Senior VP-Marketing Ed Klein did not disclose spending on the account, but noted that the company plans to aggressively focus on digital channels. A new campaign is expected to launch at the end of 2012.

Benjamin Moore, which is owned by Berkshire Hathaway, spent about $8.3 million on U.S. measured media in 2010, down from 2009's spending of about $13 million, according to Kantar. In the first half of 2011, the marketer has spent about $4.5 million.

Most recently, Mullen's Boston headquarters and fast-casual chain Panera parted ways amid what the agency called creative differences. The agency's wins over the past year include creative and media duties for iRobot, media duties for LivingSocial, agency-of -record duties for GM Fleet & Commercial as well as EmblemHealth, creative and media for Barnes & Noble, and some work for Google's mobile technology and services division.

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