MasterCraft Finds a Match in Mullen

ATLANTA Mullen has won the advertising account of MasterCraft boats after a review involving five other agencies, the shop said.

The Interpublic Group shop bested The Martin Agency, Lewis Communications, Arnold, VML and Jigsaw to win the account. The incumbent, Periscope, did not defend.

The Winston-Salem, N.C., office of Mullen will produce consumer and trade print advertising, direct mail, Internet marketing and collateral material for the Vonore, Tenn.-based boat manufacturer. The first work is scheduled to launch this summer and will focus on the Maristar, X-Series and Pro-Star lines of boats in addition to the overall brand.

“Our company is at a very exciting point and we need a partner to help us plan and implement our multimillion dollar marketing efforts as we proceed to the next level of growth and industry innovation,” said John Dorton, president and CEO of the company.

MasterCraft sells its boats in 25 countries through a network of more than 100 dealers.

Annual billings are undisclosed, but the company spent $600,000 on advertising last year, according to TNS Media Intelligence.