Mullen Exits Norwegian Review

Mullen has exited Norwegian Cruise Line’s creative and media review, an agency representative confirmed on Wednesday (Feb. 23).

The Boston-based shop withdrew, in part, to focus on other new business opportunities, the rep said. Mullen, an Interpublic Group agency, attended a client briefing last week at Norwegian’s headquarters in Miami.

Revenue on the account is estimated at more than $3 million.

Mullen was among five finalists that search consultancy Pile + Co. confirmed two weeks ago. The others are Interpublic units McCann Erickson in New York and The Martin Agency in Richmond, Va., WPP Group’s Grey in New York, and the incumbent Omnicom Group’s GSD&M in Austin, Texas.

Norwegian’s major media spending approached $20 million last year, according to Nielsen. That figure does not include online spending.

Work sessions are slated for late February and final presentations are scheduled for mid-March, according to Norwegian’s initial request for proposals.

In the RFP, Norwegian noted a preference for an East Coast-based shop. The document also sought examples of success at collaborating with multiple agencies, given that the cruise operator also employs shops for search media (Resolution Media), Web development (Sapient) and database management (Epsilon). Those assignments aren’t part of the review.