GM Work Brings Boston Agency to Midwest
BOSTON–After expanding its relationship with General Motors, Mullen plans to open an office in Detroit.
The Wenham, Mass., shop recently signed a contract naming it agency of record for the GM Card, confirmed Mullen president Joe Grimaldi. It had earlier been tapped to help relaunch the GM card [Adweek, Nov. 2], which has been mostly dormant for the past three years.
To service the GM account, at least 16 Mullen employees are now stationed at GM’s Detroit headquarters, Grimaldi said. The staffers, mostly recruited from the Detroit area through headhunters, will work out of the GM offices until the agency sets up its own space later this spring.
The new office will handle account service only; all creative work will be developed at the agency’s Massachusetts headquarters.
No one will be tapped to head the office, according to Grimaldi. “I don’t believe the office will function that way,” he said. “There are people who, as part of their [duties], will take more responsibility than others.”
When it opens, the new space will hold about 30 staffers, Grimaldi said. Among those joining the outpost are two account executives from Nextel’s Detroit field office.
“We see [the Detroit office and employees] as an extension of Mullen,” Grimaldi said, “but they’re just not down the hall.”
Irma S. Mann Strategic Marketing in Boston last year made a similar move, opening a small Detroit unit, helmed by Kim Fitzgerald, to service the Metropolitan Detroit Convention and Visitors Bureau and Henry Ford Museum & Greenfield Village accounts.