Mullen in Talks to Secure MRO’s Advertising

MRO Software is in contract talks with Mullen and expects to bring the agency aboard for advertising chores shortly, said client vp, marketing communications Rob Bloom.

The Wenham, Mass.-based shop bested two agencies for the new assignment, following a review; the finalists were Mullen’s Interpublic Group sibling Hill, Holliday, Connors, Cosmopulos and Velocity Advertising, both in Boston. Hull Creative Group, Boston, which works on projects such as annual reports for Bedford, Mass.-based MRO, will remain on board, as will MRO public relations agency FitzGerald Communications, Bloom said.

MRO officials were impressed by Mullen’s track record with various business-to-business and technology clients, according to Bloom; its first work for MRO will likely appear at year’s end or early in the first quarter, he added.

The budget has not been finalized, but sources said initial spending will probably be in the low-seven-figure range.

The account will be run by evp Jeff Winsper, who joined Mullen in June to oversee its business-to-busi ness practice. Winsper said MRO is a key win because it represents a global marketing opportunity with a company that has a chance to become a major player in its sector.

For now, Mullen will create print-based efforts—some of which will support the client’s existing trade-show activities, Bloom said. Ads likely to feature customer testimonials will run mainly in the business and technology press, he noted.

MRO provides services and systems designed to help large companies, such as Caterpillar and Ford, manage their assets and inventories.