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Mullen Lowe U.S. | Agency Profile, Contacts, AOR, Client Relationships




Service: full service

Main Telephone (617) 226-9000
Main Fax (617) 226-9100
Primary Address
40 Broad Street
10th Floor
Boston, MA 02109
USA

Mullen Lowe U.S. Contacts

Contacts (5/62)
Name Title State
Paul S. Chief Operating Officer MA
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (617) 226-9000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 40 Broad Street
10th Floor
Boston, MA
02109
USA

Sheila L. Managing Partner & Executive Vice President, Public Relations & Social Influence MA
John M. Global President - Mediahub MA
Joe G. Chairman Emeritus MA
Lee N. Chief Executive Officer MA

Client Relationships


Brand Service From To Media Spend
** ********** AOR - creative, digital, & media buying & planning 2013 present *
******** ********* *********** AOR - creative, digital, & media buying & planning 2013 present ******
***************.*** media buying & planning unknown present *******
**** ********.*** AOR - creative, digital, & media buying & planning 2013 present *****
******* *** ********* *********** creative unknown present *********

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WinmoEdge

Female Media Opps: Talbots taps new agency for fall campaign (Score 51)


Talbots' Marketing SVP Deborah Cavanagh said: "Talbots has undergone an incredible transformation and achieved momentum throughout the last five years, and now we feel it is time to bring our creative expression and campaign strategy to the next level." Therefore, sellers, look for fall (late Q3/early Q4) dollars here.

Note that Talbots has decided to embrace, rather than run from, its core audience: older women with disposable income. This comes after years of doing the opposite and trying to skew younger and become more fashion forward. Now, Talbots is going back to its roots, to what Cavanagh calls a modern, classic style - "really about embracing a more suburban approach to lifestyle and reinvigorating fashion outside of the city."

In an effort to target this older demo, majority of last year's media spend was allocated to magazine ads. So start looking for revenue there, but don't forget digital and outdoor, as well. Other efforts from the brand include the Talbot Summer Book Club, launched in partnership with Random House.

Agency readers - Talbots has not conducted an AOR review in 10 years, when Publicis took over. MullenLowe was tapped for campaign work, rather than given AOR status, meaning the account could be up for grabs in the near future. If this is the case, count Mullen among your competitors. 

Additional Information

Media Spend: According to Kantar Media, Talbots spent $10.1 million on measured media. The majority of this spend was allocated to print ads, particularly magazines ($9.8 million). Most of the remainder was allocated to digital display and outdoor ads. 

Digital Breakdown: Pathmatics reports that Talbots has spent $23,400 on digital display ads so far this year (7.1 million impressions). Three-quarters of these ads have been desktop ads, while the remainder have been mobile, placed through DSP MediaMath (93%) and Google AdX + AdSense (7%).

Top ad destinations include oprah.com, foxnews.com, aol.com, diply.com, slickdeals.net and ebay.com. This is a large decrease from the same period last year, when $430,000 was spent (82.9 million impressions).

For full 2016, Talbots spent $1.1 million on digital display ads. 

Talbots, Inc. 
One Talbots Dr.
Hingham, MA 02043
(781) 749-7600

Daniel Marques
Senior Director, e-Commerce & Online Marketing
(781) 749-7600
daniel.marques@talbots.com