Lyle Tick has appointed Mullen as the lead for Grey Goose’s global creative business, his first change as the new head vodka marketer for Bacardi Global Brands. The Interpublic agency succeeds Radical Media, which will continue to handle some of the brand’s content initiatives.
Tick resigned as co-president of Interpublic’s Gotham agency last October to join Bacardi as the London-based senior global category director, vodka. Sources said Mullen, which has four U.S. full-service offices, has no plans to open in the U.K. and will handle the business out of its Boston headquarters.
It could not be determined if Radical participated in the review, and review finalists were not disclosed. Radical will continue to work with Grey Goose on efforts like brand’s Sundance Channel TV series Iconoclasts, which features execs from film, sports, architecture, fashion, food, music and business.
Last summer Interpublic’s R/GA was appointed as Grey Goose’s first digital agency of record.
Calls to Radical and Tick were not returned. Mullen declined to comment.
The new piece of business follows a string of wins for Mullen. In January, the agency added creative, digital and media for Benjamin Moore paints; in February, it won creative duties for U.S. Cellular; and earlier this month the agency’s Mediahub picked up media responsibilities for National Geographic channels.