Mullen Wins Hollywood Tans

BOSTON Mullen said it has been hired by tanning salon chain Hollywood Tans for online and offline creative and direct marketing chores following a review.

The account will be handled by the Pittsburgh office of Mullen, an Interpublic Group agency based in Wenham, Mass. Other review contenders were not disclosed. The client has typically spent about $2 million annually in measured media, per Nielsen Monitor-Plus.

Jennifer Schlieper, vp, marketing at Hollywood Tans, praised the shop’s integrated approach as a key factor in its selection, but noted that the dual role of Brian Bronaugh as president and ecd in Pittsburgh “was ultimately the differentiator in our decision-making process.”

This marks the first win for Mullen’s 50-person Pittsburgh outpost since Bronaugh’s promotion in late October. (In recent years, most of the agency’s new-business activity had taken place at its offices in Wenham or Winston-Salem, N.C.)

Bronaugh, who had been an svp, succeeded president Bob Bernardini, who became chairman. Both executives have been at the shop for more than 15 years.