1. +

2. Boston – HQ
New York Pittsburgh North Carolina Detroit San Francisco
$1+billion in billings 650 employees across 6 offices
+
Brand Planning / Creative Content Development / Technology and Digital Production / User Experience Design
Design / mediahub / Social Influence & PR / Performance Analytics / Direct Marketing/CRM
2

3. A Hyperbundled Agency
Creative
Strategy
Media
Analytics
Digital
HIGHER-VALUE
IDEAS COME FROM
DIVERSE
PR/Social
Marketing to Women
COLLABORATION
CRM Mobile
POP Experiential
Design

4. our clients

5. 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
“For an internal transformation that model that helped it land
helped it win new business from such ‘on-trend’ clients as “
progressive social-media-savvy Zappos, JetBlue, and
clients such as JetBlue and Zappos” Google in recent years.

6. WHAT MULLEN DOES BEST:
LAUNCH CHALLENGER PRODUCTS

7. 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

8. How We Surround the Consumer
read product reviews
31% or endorsements online
MEDIA RELATIONS
49%
talked with
friends/family Social SAMPLING
about the product Activations EVENTS 19%
tried a
sample/experie
18% nced the
became a product
friend/follower
of a brand

9. A FEW THINGS WE’VE NOTICED
ABOUT CHALLENGERS

10. CHALLENGERS KNOW THEY’LL BE JUDGED
BY THE COMPANY THEY KEEP
40 NEW CLIENTS SINCE 2009

11. CHALLENGERS HATE LOSING
MORE THAN THEY LOVE WINNING
+1.5M tablets sold in weeks directly +18,000 online ticket sales within +11 .6% gross adds, first positive
+71% in Q2 revenue
following launch two weeks of launch growth at retail in two years
+29% in iRobot brand awareness
+6.2M YouTube views in two +18% YOY revenue +177% in social mentions
compared to pre-campaign levels
months
+$1.3B, Q2’12 highest revenue +26% online conversion
800K Y ouTube views in less than
quarter in JetBlue history
two months.

12. unflinching
champion
OF SCHOOLYARD UNDERDOGS

13. CHALLENGERS HIJACK
CULTURAL CONVERSATIONS

14. CHALLENGERS NEVER FORGET
WHY THEIR BRAND EXISTS

15. CHALLENGERS ARE MOTHERS OF
REINVENTION

16. CHALLENGERS KNOW TARGETS AREN’T TARGETS
THEY ARE YOUR MEDIA CHANNEL
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17. CHALLENGERS KNOW IF THEY’RE NOT THE MARKET LEADER
THEY HAVE TO BE THE THOUGHT LEADER
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18. CHALLENGERS KNOW IF THEIR PRODUCT IS TRULY DIFFERENT
TELL THE WORLD ABOUT IT!
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decompressor
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19. CHALLENGERS BELIEVE THE WORLD IS A BETTER PLACE
BECAUSE THEIR BRAND IS IN IT
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20. CHALLENGERS BELIEVE
LIKABILITY>PERSUASION
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21. CHALLENGERS KNOW YOU CAN’T JUST SHOW AND TELL
YOU MUST DO

22. WE DO A LOT OF THINGS, BUT
WE DON’T do
SOCIAL

23. We Help Brands Be Social, Not
Just Do Social
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
We’re not just making clients famous, we’re helping to solve their business problems
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

24. NAVIGATING THE FUTURE:
BEYOND TOOLS TO ENCOMPASSING
BEHAVIORS
Facebook posts Genuine utility
Twitter updates Programs that inspire
Social graphs Interest graphs
SOCIAL SOCIAL BEHAVIOR
Campaigns Projects/platforms
MEDIA
Messages that touch Becoming embedded in users’ lives
Scheduled updates Real-time interaction
Communicating the brand Becoming a media brand
Earned media Scaling through integration with paid

25. DRUMBEATS, NOT JUST GUITAR
SOLOS

26. What Is a Drumbeat?
A multidisciplinary team that creates planned and spontaneous
short-form content for publication on social properties

27. What Is ITS RHYTHM?
Telling continuous stories to keep the community engaged

28. HOW DOES IT MOVE PEOPLE?
By creating surprising and shareable moments

29. How does it keep time?
By optimizing content based on performance

30. Our drumbeats beat competitors
Facebook: “People Talking About This”

31. always think like
a challenger