Mullen Picks Up American Greetings

Greeting-Card Marketer's Business Was Previously Handled by Element 79

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Interpublic Group of Cos.' Mullen, Boston, won the American Greetings creative, digital and media accounts after a review, Ad Age has learned.

The account was held by Element 79 which has been absorbed into sibling Omnicom Group agency DDB, Chicago. Media was handled by Omnicom's PHD, which, along with Element 79, had the account since spring 2011. Roth Associates managed the review.

Mullen was named onAd Age's Agency A-List this year. It's believed that the finalists in the review were DraftFCB, Campbell-Ewald, Huge and Mullen -- all Interpublic agencies.

American Greetings confirmed the win. "We selected Mullen for its breadth of experience and approach to helping us meet consumer needs" said Alex Ho, exec director-marketing at American Greetings, in a statement. "Identifying a strong agency partner is significantly important to our leadership team and our business."

"We feel like we've landed on a big creative idea that, coupled with the power of our strategic and multichannel media capabilities, can make a huge impact on American Greetings and all of its amazing brands," said Alex Leikikh, president of Mullen's Boston office.

American Greetings is not a big measured media spender, according to Kantar, though it's believed that the company plans to increase its ad spending. American Greetings in 2011 spent only $2.7 million on U.S. measured media, down from $3.6 million the prior year.

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