Aegis Group's Carat North America had handled the business since May, following a review. At the same time, Mullen won creative responsibilities on the account, also following a review. Both accounts had been handled in-house prior to that.
Allen Goldberg, director of corporate
XM Satellite's marketing is executed in a variety of mediums, Mr. Goldberg said, including TV, print and interactive. In 2002, XM spent $58 million in measured media in the U.S., according to TNS Media Intelligence. From January through July of this year, spending was $16 million.
Mullen's first creative for XM broke in September. The company's advertising for its 2001 debut featured celebrities including David Bowie and Snoop Dogg in TV and cinema spots created by Omnicom Group's TBWA/Chiat/Day. The new Mullen work features The Black Eyed Peas song "Shut Up."
XM Satellite Radio is 20% owned by General Motors Corp., which offers XM radios factory-installed in 44 of its 2004 models. The service competes with Sirius, which has partnerships with DaimlerChrysler, Ford Motor Co. and BMW. Maxxcom-backed Crispin Porter & Bogusky, Miami, is the agency for Sirius.