Magazine Publishers of America Selects Mullen

BOSTON Interpublic Group’s Mullen has added the ad account of the Magazine Publishers of America, the agency has confirmed.

The overall initiative is budgeted at $40 million over three years. The MPG spent about $5 million last year in measured media, per TNS Media Intelligence.

The assignment had been handled by the New York office of Publicis Groupe’s Fallon, which shuttered that outpost in July.

“In today’s interruptive media environment, magazines are perfectly positioned to shine as the medium whose advertising engages consumers and mobilizes them to act,” said Nina Link, president and CEO of the MPA in New York. “We look to Mullen, which has certainly shown its ability to leverage the power of magazines in their campaigns, to help us communicate our medium’s enduring appeal to consumers and advertisers.”

Mullen in Wenham, Mass., prevailed in a review of undisclosed agencies.

The agency’s first work for the client is in development and will debut in magazines nationwide in February.

Fallon’s ads had been themed “Read on.” A Mullen representative would not say if that tag would be retained in the upcoming campaign.

Mullen has worked for magazines such as Fortune, Money and People.