Mediahub/Mullen is VH1’s new media agency, following a review. The Viacom network previously worked with Fallon for media planning and Horizon Media for buying.
The assignment covers media beyond what Viacom already owns. VH1 has run advertising on cable channels like USA, TNT, We, Syfy and AMC, for instance, and in print like U.S. Weekly, People, Entertainment Weekly, InStyle, In Touch, Elle and Star.
Mediahub will be responsible for planning and buying across media channels supporting the VH1 brand as well as individual programs. Last year, VH1 spent $6.1 million in measured media, according to Kantar.
Caralene Robinson, svp of VH1 creative group and consumer marketing, said of the Mediahub hire: “They have a diverse perspective on how to maximize paid, earned and owned media assets as well as deep experience with driving viewership for television programming.”