+

2

$1+ 650+ 6billion in billings employees across offices

Boston – HQ

San FranciscoPittsburgh North Carolina DetroitNew York

Brand Planning

PR/Social

Design

Creative Content Development

mediahub Social Influence & PR Performance Analytics

Technology and Digital Production User Experience Design

Direct Marketing/CRM

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A Hyperbundled Agency

HIGHER-VALUE IDEAS COME FROM

DIVERSE COLLABORATION

Strategy

Creative

Media

DigitalAnalytics

Marketing to Women

CRM

POP Experiential

Mobile

PR/Social

Design

our clients

OUR MISSION:TO BE THE MOST INNOVATIVE AND CREATIVE AGENCY IN THE WORLD

An early adopter of social media, the agency successfully implemented a bundled integrated model that helped it land such ‘on-trend’ clients as Zappos, JetBlue, and Google in recent years.

“

““For an internal transformation that helped it win new business from progressive social-media-savvy

clients such as JetBlue and Zappos”

WHAT MULLEN DOES BEST:LAUNCH CHALLENGER PRODUCTS

What Our Consumers Really Want

Proof that our products deliver amazing results from reading media reviews

Direct experience with our products through events

Interaction via social media with a brand that acts human and transparent to build trust

How We Surround the Consumer

read product reviews or endorsements online

became a friend/follower

of a brand

tried a sample/experienced the product

talked with friends/family

about the productSocial

ActivationsSAMPLING

EVENTS

31%

19%

49%

18%

MEDIA RELATIONS

ABOUT CHALLENGERS A FEW THINGS WE’VE NOTICED

40 NEW CLIENTS SINCE 2009

CHALLENGERS KNOW THEY’LL BE JUDGEDBY THE COMPANY THEY KEEP

+18,000 online ticket sales within two weeks of launch

+18% YOY revenue

+$1.3B, Q2’12 highest revenue quarter in JetBlue history

+11 .6% gross adds, first positive growth at retail in two years

+177% in social mentions

+26% online conversion

+1.5M tablets sold in weeks directly following launch

+6.2M YouTube views in two months

CHALLENGERS HATE LOSINGMORE THAN THEY LOVE WINNING

+71% in Q2 revenue

+29% in iRobot brand awareness compared to pre-campaign levels

800K YouTube views in less than two months.

OF SCHOOLYARD UNDERDOGS

unflinching champion

CHALLENGERS HIJACKCULTURAL CONVERSATIONS

CHALLENGERS NEVER FORGETWHY THEIR BRAND EXISTS

CHALLENGERS ARE MOTHERS OFREINVENTION

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are needed to see this picture.

CHALLENGERS KNOW TARGETS AREN’T TARGETSTHEY ARE YOUR MEDIA CHANNEL

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are needed to see this picture.

CHALLENGERS KNOW IF THEY’RE NOT THE MARKET LEADERTHEY HAVE TO BE THE THOUGHT LEADER

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CHALLENGERS KNOW IF THEIR PRODUCT IS TRULY DIFFERENT

TELL THE WORLD ABOUT IT!

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are needed to see this picture.

CHALLENGERS BELIEVE THE WORLD IS A BETTER PLACEBECAUSE THEIR BRAND IS IN IT

CHALLENGERS BELIEVELIKABILITY>PERSUASION

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are needed to see this picture.

CHALLENGERS KNOW YOU CAN’T JUST SHOW AND TELLYOU MUST DO

WE DON’T do SOCIALWE DO A LOT OF THINGS, BUT

We Help Brands Be Social, Not Just Do Social

We’re not just making clients famous, we’re helping to solve their business problems

Social isn’t a department at Mullen — it’s the force that binds us all

Social is a Rorschach test, and what value you see depends on your perspective…and we have a lot of perspectives, because we attack client problems from all directions

The tools of social are just the means, not the end, and we know how to use them — but you wouldn’t hire a plumber to build your house

Now and for the future, we want to help build social brands, not just by running campaigns or chasing shiny objects, but by finding a unified voice across all communication platforms

SOCIAL MEDIASOCIAL MEDIA SOCIAL BEHAVIORSOCIAL BEHAVIOR

Twitter updates Programs that inspire

Social graphs Interest graphs

Messages that touch Becoming embedded in users’ lives

Scheduled updates Real-time interaction

Earned media Scaling through integration with paid

Campaigns Projects/platforms

Communicating the brand Becoming a media brand

Facebook posts Genuine utility

NAVIGATING THE FUTURE:BEYOND TOOLS TO ENCOMPASSING BEHAVIORS

DRUMBEATS, NOT JUST GUITAR SOLOS

What Is a Drumbeat?

A multidisciplinary team that creates planned and spontaneous short-form content for publication on social properties

Telling continuous stories to keep the community engaged

What Is ITS RHYTHM?

By creating surprising and shareable moments

HOW DOES IT MOVE PEOPLE?

How does it keep time?

By optimizing content based on performance

Our drumbeats beat competitors

Facebook: “People Talking About This”

always think like a challenger