Kumon Selects Mullen

Mullen’s Winston-Salem, N.C., office has added its second assignment this week, welcoming after-school education company Kumon to its roster following a review.

The client spent $5 million in measured media last year, and more than $4 million through the first three-quarters of 2009, per Nielsen.

Earlier in the week, Krispy Kreme tapped the IPG shop for ad chores. The doughnut chain has spent about $1 million annually on ads in recent years.

Despite the modest budgets, the wins are important for building momentum at the shop, which slumped in the early part of the year as the recession took hold, losing key accounts and enduring several rounds of layoffs.

A modest comeback began in October, when high-profile online shoe retailer Zappos chose Mullen following a much-watched review.

The agency, headquartered in Boston, is a finalist in two mid-size pitches — Captain D’s and Citizens Bank — and was invited this week by Orbitz to pitch creative chores on the travel site’s $60 million business.

Orbitz’s creative shifted from Mullen to Trailer Park (also asked to pitch) six months ago. Mullen’s MediaHub unit handles the client’s media duties.