Mullen Hires Interactive Planner

Mullen has appointed Rose Cameron to the newly created position of svp, director of interactive brand planning. Cameron will be responsible for building a strategic planning group that focuses on interactive and will help guide strategy for Web site development, customer relationship management (CRM) and direct marketing.

“As our interactive and CRM groups grew, there was a need for the same level of strategic thinking that [initially] attracted clients to us,” said Ted Nelson, evp and director of brand planning for Mullen.

Cameron had been with Ogilvy & Mather for nearly nine years in London, Toronto and most recently, as worldwide group account director on the IBM business in New York. At Mullen, she reports to Nelson.

The Wenham, Mass., agency, a unit of the Interpublic Group of Cos., began looking for someone to serve as a bridge between general advertising and the online world approximately a year ago, said Mullen executive vice president Rich Person.

“She has the right combination of understanding customers and the customer experience, and what goes on online,” said Person.

Cameron, who described herself as an “intellectual snob,” cited “change of life things” and a “new model of marketing” envisioned by Mullen chief executive Joe Grimaldi, Nelson and Person as reasons for her move.

Mullen has four brand planning groups, in addition to Cameron’s. The interactive brand planning group will likely contain three people, including a senior interactive brand planner and a junior interactive brand planner, said Nelson.