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Interpublic shop Mullen opens mobile practice to work with creatives

Mullen, an Interpublic Group of Companies ad agency, has launched a dedicated mobile practice to work closely with the shop?s creative group.

The Boston-based agency?s mediahub media planning and buying unit named Brenna Hanly to the new position of mobile catalyst. She was previously a media planner working on online and offline media campaigns and programs and before that an emerging media specialist.

?We?re really trying to get the creative group excited about mobile,? Ms. Hanly said. ?We?re trying to piece together mobile campaigns from the outset with the creative group. I?m going to be sitting with the creative group, not with the media group.?

The Mullen move comes on the same day that this publication broke news about fellow Interpublic agency Draftfcb deciding against a siloed approach for mobile (see story).

Earnest effort
Ms. Hanly?s move within the agency is to designed to integrate mobile across all campaigns and programs for clients.

Mullen?s mediahub unit has produced integrated mobile campaigns for brands such as Timberland, Timberland Pro and the Foxwoods Resort Casino.

The agency is also working on a new integrated push including mobile for Ernst & Young that is due to break shortly.

In addition, Mullen has worked on application and tablet creative for clients such as Olympus, Century 21, MassMutual, Stanley and Victorinox Swiss Army.

?We?re big believers that mobile is the tool that activates the entire marketing program,? said John Moore, chief media officer of mediahub.

?Because it?s a catalyst for everything, we gave Brenna the mobile catalyst title,? he said. ?It?s sitting at the epicenter of every marketing campaign.?

No mulling mobile
The belief at Mullen is that mobile ad spend is set to increase ten times in the next three to five years, up from the current estimated $600 million.

While there is much hyperbole in advertising and marketing, it is impossible to overstate the importance of mobile for a couple of reasons, Mr. Moore said.

First, the acquisitions in the mobile ad network space ? Google buying AdMob for $750 million and Apple purchasing Quattro Wireless for an estimated $270 million.

?Everybody saw that as a bellwether,? Mr. Moore said. ?Apple?s about selling great products and now it?s selling great advertising.?

Next was the milestone a few weeks ago when Apple surpassed Microsoft as the most valuable technology company on the stock market.

?I think The Wall Street Journal said it best ? the most important technology no longer sits on your desk, it sits in your hand,? Mr. Moore said.

Final Take
Mickey Alam Khan, editor in chief of Mobile Marketer, New York