Bacardi Taps Mullen to Handle Grey Goose Global Creative Duties

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By Kiran Aditham

Call it a trifecta for Boston-based Mullen if you will as the agency has followed up its recent U.S. Cellular and National Geographic Channel wins by picking of global creative duties for top-shelf vodka brand Grey Goose following a review. As a result, Mullen takes over for @Radical, which has handled the global biz since 2007 but will still partner with the Bacardi brand on initiatives including the TV show, Iconoclasts.

Regarding the selection of Mullen, Lyle Tick yes, former agency guy Lyle Tick and now senior global category director, vodka for Bacardi Global Brands, says in a statement, “We welcome Mullen into the Grey Goose vodka family. The passion the Mullen team demonstrated for the brand, its strategic insight, creativity and collaborative culture really shined through to set them apart. We look forward to writing the next chapter of this great brand with them to share our amazing story with consumers.”

Mullen’s global assignment for Grey Goose gets underway on April 1 (R/GA still handles global digital duties). Bacardi would not disclose the other agencies that competed in the review.