Mediahub/Mullen won its second piece of Viacom media planning and buying business, with the addition of agency-of-record status for TV Land. Last November, the media arm of the Interpublic agency was awarded media duties for VH1.
Mediahub/Mullen landed the account after a pitch which also included Fallon. (TV Land has previously been working with media agencies on a project basis.) Off-channel spending could not be determined.
The immediate focus of the assignment will be supporting TV Land’s comedy Younger, which premieres in January. The show is the latest original programming from TV Land, known for its classic television shows, and is written and directed by Sex and the City’s Darren Star. Mediahub/Mullen will also work on TV Land’s other new and returning series like Hot in Cleveland.
Mediahub/Mullen’s work for clients like National Geographic Channels, JetBlue and Fage yogurt—brands in categories where larger competitors outspend them—impressed Kim Rosenblum, evp, marketing and creative, TV Land.
“Mediahub came to us and said ‘We always think like a challenger’ and that speaks to me,” she said. “We’re more of a challenger, and they demonstrated they really know women. Our sweet spot is women in their 40s.”
TV Land’s target audience is female viewers, 25-54. Rosenblum said Frank About Women, Mediahub and Mullen's female marketing practice, was also influential in the media agency's win.
While TV Land produces most of its creative work in-house, Mullen has also been asked to pitch ideas for promoting Younger.