BEHIND EVERY GREAT BUSINESSis a story of

&VISION DARING

Always think like a

CHALLENGER

WE’RE ON A MISSION TO BE THE WORLD’S MOST INNOVATIVE AND CREATIVE AGENCY IN THE WORLD

2012

2013

01 WIEDEN+KENNEDY02 KRAFT

03 FORD04 MULLEN

05 VIVAKI06 GOOGLE CREATIVE LAB

07 HORIZON MEDIA08 GREY NY

09 360i10 BBDO

ADVERTISING & MARKETING

�ELECTRONICALLY REPRINTED FROM JANUARY 10, 2011

! BY MICHAEL BUSH mbush@adage.com

agencies spend a ton of time thinking about theirclient’s brands and comparatively a lot less on theirown. But with the proliferation of new agency mod-els and the sheer number of choices out there for amarketer today, it’s never been more important forthe shops themselves to have a meaningful identity.

For Mullen, its new “Unbound” philosophy hasbeen the underpinning of its recent success, largelybecause—unlike some of the trendier taglinesadopted by other agencies—it’s not trying too hard.The philosophy simply rings true to the shop’s his-tory of never being bound by the traditional separa-tion of media and creative services. And, judging bythe increasing number of clients who want mediaand creative services housed under a single roof,Mullen’s decision to make its bundled model well-known is a smart way to go.

“I understand why people want unbundled, butwe think we get better work hanging it all together,”said Marty St. George, senior VP-marketing of com-mercial strategy at JetBlue. “We are a small spenderin our category so every dollar we spend has to carrythe weight of three to four dollars and integration isthe way to do that.”

When Mullen last year scored JetBlue’s creativeand media account after a highly competitive pitch,it was a confirmation that its late 2009 win of cus-tomer-favorite Zappos account wasn’t a fluke.Mullen had successfully evolved its reputation froma safe choice for marketers into a contemporary, for-ward-thinking shop valued by challenger brands.

“Our prior campaigns didn’t recognize the humanside of the business, they were cute and funny butmissing something,” said Mr. St. George. Now, “welove the fact that the videos are well-pointed at the ad-vantages of JetBlue vs. our competitors.” Launched inOctober, The You Above All campaign included aYouTube home-page takeover and the launch of a Jet-Blue branded channel that featured videos depictingreal consumers in real situations being deprived ofbasic services.

“This is all an amalgamation of things and partof a larger plan we set in motion years ago,” said JoeGrimaldi, CEO/president of the Interpublic Groupof Cos.’-owned shop. He led a daunting culturaloverhaul within the agency, moving headquartersfrom a beautiful mansion in the rolling hills of Mas-sachusetts into downtown Boston.

“Moving to Boston was simply the best thing wehave ever done,” said CEO Joe Grimaldi. “It trans-formed the mind-set of the agency into a companyand workspace that supported a high-collision en-vironment that could give birth to new cutting-edgeideas. It’s also driven talent in our direction.”

AGENCY A-LIST

In 2010, the agency increased revenue 24% whileexpanding its workforce by hiring 187 new people. Theclients Mullen added to its roster last year were as di-verse as the assignments it landed. The agency wasnamed creative and media account lead for JetBlue; cre-ative lead for Alberto Culver’s Tresemmé; direct re-sponse agency of record for Qwest; PR and social mediaagency lead for Century 21 and creative agency ofrecord for Foxwoods Resorts & Casino.

But Mullen’s Boston office wasn’t the only brightspot for the agency. It was the North Carolina officethat won Tresemmé, along with its Men’s Warehouseaccounts; its Pittsburgh bureau won a project from Un-derArmour for the brand’s outdoor products groupand, working with the American Diabetes Association,convinced one million Americans to join its “Stop Di-abetes” Movement.

Mark Huggins, executive director of brand market-

ing for Olympus Imaging America, said his company’srelationship with Mullen began 10 years ago when theagency was managing its PR account. After lettingMullen run creative duties on a couple of campaignsthe relationship expanded.

“Mullen does a great job handling a fully integratedcampaign,” Mr. Huggins said.

Here’s what it’s doing: Mullen developed a soup-to-nuts effort for the Olympus Pen E-PL1 camera to en-gage fans of Olympus through a series of mediaactivations. The push included TV spots, an ad in Wiredmagazine’s iPad edition and an augmented realitydemo of the camera, all aimed at getting social-mediaattention. Mullen’s idea also included shooting all as-pects of the campaign with the camera.

The result helped drive sales of the camera far beyondexpectations and generated hundreds of millions of PRimpressions, and hundreds of thousands of visits andpage views to the augmented reality demonstration site.

Mullen’s senior execs believe that this is just thefirst step of a bigger evolution for Mullen. “I’d like tosee us attract some more hundred-million-dollar,high-profile brands,” said Alex Leikikh, managingpartner and director of account service. “We’re justwriting chapter one of a significantly long book.”

Marketers such as JetBlue and Zappos, looking forbang for their buck, find the agency’s bundling ofcreative and media the perfect fit for their needs

MULLEN 3

74410

Posted with permission from the January 10, 2011 issue of Advertising Age ® www.ADAGE.com, Copyright 2011. Crain Communications. All rights reserved.For more information on the use of this content, contact Wright's Media at 877-652-5295.

Mullen’s multi-office team (left to right): Jason Black, Dave Popelka, Mark Wenneker, Alex Leikikh,Sheila Leyne, Brian Bronaugh, John Fitzgerald, John Moore, Stephen Larkin

ELECTRONICALLY REPRINTED FROM JANUARY 10, 2011

! BY MICHAEL BUSH mbush@adage.com

agencies spend a ton of time thinking about theirclient’s brands and comparatively a lot less on theirown. But with the proliferation of new agency mod-els and the sheer number of choices out there for amarketer today, it’s never been more important forthe shops themselves to have a meaningful identity.

For Mullen, its new “Unbound” philosophy hasbeen the underpinning of its recent success, largelybecause—unlike some of the trendier taglinesadopted by other agencies—it’s not trying too hard.The philosophy simply rings true to the shop’s his-tory of never being bound by the traditional separa-tion of media and creative services. And, judging bythe increasing number of clients who want mediaand creative services housed under a single roof,Mullen’s decision to make its bundled model well-known is a smart way to go.

“I understand why people want unbundled, butwe think we get better work hanging it all together,”said Marty St. George, senior VP-marketing of com-mercial strategy at JetBlue. “We are a small spenderin our category so every dollar we spend has to carrythe weight of three to four dollars and integration isthe way to do that.”

When Mullen last year scored JetBlue’s creativeand media account after a highly competitive pitch,it was a confirmation that its late 2009 win of cus-tomer-favorite Zappos account wasn’t a fluke.Mullen had successfully evolved its reputation froma safe choice for marketers into a contemporary, for-ward-thinking shop valued by challenger brands.

“Our prior campaigns didn’t recognize the humanside of the business, they were cute and funny butmissing something,” said Mr. St. George. Now, “welove the fact that the videos are well-pointed at the ad-vantages of JetBlue vs. our competitors.” Launched inOctober, The You Above All campaign included aYouTube home-page takeover and the launch of a Jet-Blue branded channel that featured videos depictingreal consumers in real situations being deprived ofbasic services.

“This is all an amalgamation of things and partof a larger plan we set in motion years ago,” said JoeGrimaldi, CEO/president of the Interpublic Groupof Cos.’-owned shop. He led a daunting culturaloverhaul within the agency, moving headquartersfrom a beautiful mansion in the rolling hills of Mas-sachusetts into downtown Boston.

“Moving to Boston was simply the best thing wehave ever done,” said CEO Joe Grimaldi. “It trans-formed the mind-set of the agency into a companyand workspace that supported a high-collision en-vironment that could give birth to new cutting-edgeideas. It’s also driven talent in our direction.”

AGENCY A-LIST

In 2010, the agency increased revenue 24% whileexpanding its workforce by hiring 187 new people. Theclients Mullen added to its roster last year were as di-verse as the assignments it landed. The agency wasnamed creative and media account lead for JetBlue; cre-ative lead for Alberto Culver’s Tresemmé; direct re-sponse agency of record for Qwest; PR and social mediaagency lead for Century 21 and creative agency ofrecord for Foxwoods Resorts & Casino.

But Mullen’s Boston office wasn’t the only brightspot for the agency. It was the North Carolina officethat won Tresemmé, along with its Men’s Warehouseaccounts; its Pittsburgh bureau won a project from Un-derArmour for the brand’s outdoor products groupand, working with the American Diabetes Association,convinced one million Americans to join its “Stop Di-abetes” Movement.

Mark Huggins, executive director of brand market-

ing for Olympus Imaging America, said his company’srelationship with Mullen began 10 years ago when theagency was managing its PR account. After lettingMullen run creative duties on a couple of campaignsthe relationship expanded.

“Mullen does a great job handling a fully integratedcampaign,” Mr. Huggins said.

Here’s what it’s doing: Mullen developed a soup-to-nuts effort for the Olympus Pen E-PL1 camera to en-gage fans of Olympus through a series of mediaactivations. The push included TV spots, an ad in Wiredmagazine’s iPad edition and an augmented realitydemo of the camera, all aimed at getting social-mediaattention. Mullen’s idea also included shooting all as-pects of the campaign with the camera.

The result helped drive sales of the camera far beyondexpectations and generated hundreds of millions of PRimpressions, and hundreds of thousands of visits andpage views to the augmented reality demonstration site.

Mullen’s senior execs believe that this is just thefirst step of a bigger evolution for Mullen. “I’d like tosee us attract some more hundred-million-dollar,high-profile brands,” said Alex Leikikh, managingpartner and director of account service. “We’re justwriting chapter one of a significantly long book.”

Marketers such as JetBlue and Zappos, looking forbang for their buck, find the agency’s bundling ofcreative and media the perfect fit for their needs

MULLEN 3

74410

Posted with permission from the January 10, 2011 issue of Advertising Age ® www.ADAGE.com, Copyright 2011. Crain Communications. All rights reserved.For more information on the use of this content, contact Wright's Media at 877-652-5295.

Mullen’s multi-office team (left to right): Jason Black, Dave Popelka, Mark Wenneker, Alex Leikikh,Sheila Leyne, Brian Bronaugh, John Fitzgerald, John Moore, Stephen Larkin

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�ELECTRONICALLY REPRINTED FROM JANUARY 10, 2011

! BY MICHAEL BUSH mbush@adage.com

agencies spend a ton of time thinking about theirclient’s brands and comparatively a lot less on theirown. But with the proliferation of new agency mod-els and the sheer number of choices out there for amarketer today, it’s never been more important forthe shops themselves to have a meaningful identity.

For Mullen, its new “Unbound” philosophy hasbeen the underpinning of its recent success, largelybecause—unlike some of the trendier taglinesadopted by other agencies—it’s not trying too hard.The philosophy simply rings true to the shop’s his-tory of never being bound by the traditional separa-tion of media and creative services. And, judging bythe increasing number of clients who want mediaand creative services housed under a single roof,Mullen’s decision to make its bundled model well-known is a smart way to go.

“I understand why people want unbundled, butwe think we get better work hanging it all together,”said Marty St. George, senior VP-marketing of com-mercial strategy at JetBlue. “We are a small spenderin our category so every dollar we spend has to carrythe weight of three to four dollars and integration isthe way to do that.”

When Mullen last year scored JetBlue’s creativeand media account after a highly competitive pitch,it was a confirmation that its late 2009 win of cus-tomer-favorite Zappos account wasn’t a fluke.Mullen had successfully evolved its reputation froma safe choice for marketers into a contemporary, for-ward-thinking shop valued by challenger brands.

“Our prior campaigns didn’t recognize the humanside of the business, they were cute and funny butmissing something,” said Mr. St. George. Now, “welove the fact that the videos are well-pointed at the ad-vantages of JetBlue vs. our competitors.” Launched inOctober, The You Above All campaign included aYouTube home-page takeover and the launch of a Jet-Blue branded channel that featured videos depictingreal consumers in real situations being deprived ofbasic services.

“This is all an amalgamation of things and partof a larger plan we set in motion years ago,” said JoeGrimaldi, CEO/president of the Interpublic Groupof Cos.’-owned shop. He led a daunting culturaloverhaul within the agency, moving headquartersfrom a beautiful mansion in the rolling hills of Mas-sachusetts into downtown Boston.

“Moving to Boston was simply the best thing wehave ever done,” said CEO Joe Grimaldi. “It trans-formed the mind-set of the agency into a companyand workspace that supported a high-collision en-vironment that could give birth to new cutting-edgeideas. It’s also driven talent in our direction.”

AGENCY A-LIST

In 2010, the agency increased revenue 24% whileexpanding its workforce by hiring 187 new people. Theclients Mullen added to its roster last year were as di-verse as the assignments it landed. The agency wasnamed creative and media account lead for JetBlue; cre-ative lead for Alberto Culver’s Tresemmé; direct re-sponse agency of record for Qwest; PR and social mediaagency lead for Century 21 and creative agency ofrecord for Foxwoods Resorts & Casino.

But Mullen’s Boston office wasn’t the only brightspot for the agency. It was the North Carolina officethat won Tresemmé, along with its Men’s Warehouseaccounts; its Pittsburgh bureau won a project from Un-derArmour for the brand’s outdoor products groupand, working with the American Diabetes Association,convinced one million Americans to join its “Stop Di-abetes” Movement.

Mark Huggins, executive director of brand market-

ing for Olympus Imaging America, said his company’srelationship with Mullen began 10 years ago when theagency was managing its PR account. After lettingMullen run creative duties on a couple of campaignsthe relationship expanded.

“Mullen does a great job handling a fully integratedcampaign,” Mr. Huggins said.

Here’s what it’s doing: Mullen developed a soup-to-nuts effort for the Olympus Pen E-PL1 camera to en-gage fans of Olympus through a series of mediaactivations. The push included TV spots, an ad in Wiredmagazine’s iPad edition and an augmented realitydemo of the camera, all aimed at getting social-mediaattention. Mullen’s idea also included shooting all as-pects of the campaign with the camera.

The result helped drive sales of the camera far beyondexpectations and generated hundreds of millions of PRimpressions, and hundreds of thousands of visits andpage views to the augmented reality demonstration site.

Mullen’s senior execs believe that this is just thefirst step of a bigger evolution for Mullen. “I’d like tosee us attract some more hundred-million-dollar,high-profile brands,” said Alex Leikikh, managingpartner and director of account service. “We’re justwriting chapter one of a significantly long book.”

Marketers such as JetBlue and Zappos, looking forbang for their buck, find the agency’s bundling ofcreative and media the perfect fit for their needs

MULLEN 3

74410

Posted with permission from the January 10, 2011 issue of Advertising Age ® www.ADAGE.com, Copyright 2011. Crain Communications. All rights reserved.For more information on the use of this content, contact Wright's Media at 877-652-5295.

Mullen’s multi-office team (left to right): Jason Black, Dave Popelka, Mark Wenneker, Alex Leikikh,Sheila Leyne, Brian Bronaugh, John Fitzgerald, John Moore, Stephen Larkin

ELECTRONICALLY REPRINTED FROM JANUARY 10, 2011

! BY MICHAEL BUSH mbush@adage.com

agencies spend a ton of time thinking about theirclient’s brands and comparatively a lot less on theirown. But with the proliferation of new agency mod-els and the sheer number of choices out there for amarketer today, it’s never been more important forthe shops themselves to have a meaningful identity.

For Mullen, its new “Unbound” philosophy hasbeen the underpinning of its recent success, largelybecause—unlike some of the trendier taglinesadopted by other agencies—it’s not trying too hard.The philosophy simply rings true to the shop’s his-tory of never being bound by the traditional separa-tion of media and creative services. And, judging bythe increasing number of clients who want mediaand creative services housed under a single roof,Mullen’s decision to make its bundled model well-known is a smart way to go.

“I understand why people want unbundled, butwe think we get better work hanging it all together,”said Marty St. George, senior VP-marketing of com-mercial strategy at JetBlue. “We are a small spenderin our category so every dollar we spend has to carrythe weight of three to four dollars and integration isthe way to do that.”

When Mullen last year scored JetBlue’s creativeand media account after a highly competitive pitch,it was a confirmation that its late 2009 win of cus-tomer-favorite Zappos account wasn’t a fluke.Mullen had successfully evolved its reputation froma safe choice for marketers into a contemporary, for-ward-thinking shop valued by challenger brands.

“Our prior campaigns didn’t recognize the humanside of the business, they were cute and funny butmissing something,” said Mr. St. George. Now, “welove the fact that the videos are well-pointed at the ad-vantages of JetBlue vs. our competitors.” Launched inOctober, The You Above All campaign included aYouTube home-page takeover and the launch of a Jet-Blue branded channel that featured videos depictingreal consumers in real situations being deprived ofbasic services.

“This is all an amalgamation of things and partof a larger plan we set in motion years ago,” said JoeGrimaldi, CEO/president of the Interpublic Groupof Cos.’-owned shop. He led a daunting culturaloverhaul within the agency, moving headquartersfrom a beautiful mansion in the rolling hills of Mas-sachusetts into downtown Boston.

“Moving to Boston was simply the best thing wehave ever done,” said CEO Joe Grimaldi. “It trans-formed the mind-set of the agency into a companyand workspace that supported a high-collision en-vironment that could give birth to new cutting-edgeideas. It’s also driven talent in our direction.”

AGENCY A-LIST

In 2010, the agency increased revenue 24% whileexpanding its workforce by hiring 187 new people. Theclients Mullen added to its roster last year were as di-verse as the assignments it landed. The agency wasnamed creative and media account lead for JetBlue; cre-ative lead for Alberto Culver’s Tresemmé; direct re-sponse agency of record for Qwest; PR and social mediaagency lead for Century 21 and creative agency ofrecord for Foxwoods Resorts & Casino.

But Mullen’s Boston office wasn’t the only brightspot for the agency. It was the North Carolina officethat won Tresemmé, along with its Men’s Warehouseaccounts; its Pittsburgh bureau won a project from Un-derArmour for the brand’s outdoor products groupand, working with the American Diabetes Association,convinced one million Americans to join its “Stop Di-abetes” Movement.

Mark Huggins, executive director of brand market-

ing for Olympus Imaging America, said his company’srelationship with Mullen began 10 years ago when theagency was managing its PR account. After lettingMullen run creative duties on a couple of campaignsthe relationship expanded.

“Mullen does a great job handling a fully integratedcampaign,” Mr. Huggins said.

Here’s what it’s doing: Mullen developed a soup-to-nuts effort for the Olympus Pen E-PL1 camera to en-gage fans of Olympus through a series of mediaactivations. The push included TV spots, an ad in Wiredmagazine’s iPad edition and an augmented realitydemo of the camera, all aimed at getting social-mediaattention. Mullen’s idea also included shooting all as-pects of the campaign with the camera.

The result helped drive sales of the camera far beyondexpectations and generated hundreds of millions of PRimpressions, and hundreds of thousands of visits andpage views to the augmented reality demonstration site.

Mullen’s senior execs believe that this is just thefirst step of a bigger evolution for Mullen. “I’d like tosee us attract some more hundred-million-dollar,high-profile brands,” said Alex Leikikh, managingpartner and director of account service. “We’re justwriting chapter one of a significantly long book.”

Marketers such as JetBlue and Zappos, looking forbang for their buck, find the agency’s bundling ofcreative and media the perfect fit for their needs

MULLEN 3

74410

Posted with permission from the January 10, 2011 issue of Advertising Age ® www.ADAGE.com, Copyright 2011. Crain Communications. All rights reserved.For more information on the use of this content, contact Wright's Media at 877-652-5295.

Mullen’s multi-office team (left to right): Jason Black, Dave Popelka, Mark Wenneker, Alex Leikikh,Sheila Leyne, Brian Bronaugh, John Fitzgerald, John Moore, Stephen Larkin

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No. 1 72ANDSUNNY

No. 2 360i

No. 3 GREY

No. 4

No. 5 DROGA5

No. 6 PEREIRA & O’DELL

No. 7 LA COMUNIDAD

No. 10 RAZORFISH

No. 11 DEUTSCH

No. 8 MULLEN

R/GA

Top 100 Global

Ad Agencies That Know

Social Media and Google

2011

CHALLENGERS ARE JUDGED BY THE COMPANY THEY KEEP

MULLEN CLIENT KEY COMPETITOR OUTSPENT RATIO

1:10

1:25

1:2

1:3

1:16

1:10

1:2

OUR PROCESS WORKS FOR CHALLENGERS. WE CALL IT HYPERBUNDLING

STRATEGY

MEDIA

PR/SOCIAL

crm/direct marketing

pr & events

HIGHER-VALUE IDEAS

ANALYTICS

CREATIVE

MEDIA

DIGITAL

PR/EVENTS

MOBILE

FROM DIVERSE COLLABORATION

STRATEGY

DESIGN

STRATEGY

EXPERIENTIAL

CRM

POP

SOCIAL

WE’VE BAKED A STRONG CONSUMER ENGAGEMENT AND BRAND EXPERIENCE GROUP INSIDE A WORLD-CLASS CREATIVE ORGANIZATION

brand strategy & message development

listening stations content creation presence engineering interactive experiences

Internet celebritiesgame integration branded utilities

alliancesmedia/blogger relations

events executive visibility consumer mobilization

industry leadership

viral seedingcrowdsourcingcorporate social responsibility

issuesmanagement

coverage tracking &message accuracy

social insights& optimization

paid & organicdiscovery

PUBLIC RELATIONS EVENT MARKETING SOCIAL INFLUENCE

WE HAVE A DEDICATED SOCIAL INFLUENCE TEAM THAT OFFERS A RANGE OF SERVICES

STRATEGIC COUNSEL EXECUTION MANAGEMENT

• Auditing

• Competitive

• Best Practices

• Counseling

• Emerging Technology

• Education

INSIGHTS

• Platform

• Go-to-Market

• Paid

• Campaign Integration

• Guardrails/Crisis

STRATEGY

• Campaign

• Buzz

• RTM

• Influence

• Zeitgeist

IDEATION

• Planning

• Content

• Asset SCM

• Development

EDITORIAL

• Platform Management

• Analytics

• Activation

• Engagement

COMMUNITY

WE BELIEVE IN TELLING BRAND STORIES THROUGH EFFECTIVE CONTENT

Our 3-Step Approach

1 2 3HIGH-LEVEL CREATIVE NATIVE CONTENT ANALYSIS + OPTIMIZATIONTranslate brand into

editorial strategyMessage designed for each channel

What worked, what will work better

WE TELL IDEA-DRIVEN BRAND STORIES IN WAYS THAT MATTER TO CONSUMERS

QUALITY CONTENTAUDIENCE &

PLATFORM CONTEXT INFLUENCE

=+

DRIVE ENGAGEMENT BY CREATING CONTENT WITH FANS

IT’S INDIFFERENCE.

The biggest threat to brands and business isn’t rejection.

CHALLENGERS BELIEVE THAT LIKABILITY > PERSUASION

IF CHALLENGERS HAVE A REAL PRODUCT/SERVICE DIFFERENTIATION, THEY TELL THE WORLD ABOUT IT

CSWC

[ lyfe logo - side stack]

PMS CMYK Build

RGB web safe RGB

Pantone Process Match

CHALLENGERS KNOW YOUR TARGET IS YOUR BEST MEDIA CHANNEL

ADIDAS

CHALLENGERS TAKE OVER CULTURAL CONVERSATIONS

THANK YOU