It’s a good day for IPG, as MRM Worldwide and Mullen have landed the much-anticipated Century 21 account. MRM takes the lead agency role for the brand’s national campaign work Update: and digital, but the bigger news may be that Mullen nabbed lead shop for PR and social media.
To do it, Mullen stamped out PR powerhouse Burson-Marsteller — the incumbent, reports PRNewser. Also in the final round were Shift Communications and Kel & Partners.
“I think winning Century 21 is validation of an approach we’ve been developing for some time now,” said Edward Boches, chief creative and social media officer at Mullen. “Social media isn’t about SEO or the new platforms, or even reputation management. It’s about conversation strategy, content, creativity and, of course, analytics.”
We’ve yet to confirm but word is incumbent McGarry Bowen didn’t make the final round. The three finalists were MRM, Mullen and another shop we’ve yet to uncover.
Update: MRM is also lead digital agency.