Words fly, in a visual sense, in Mullen's first work for Agere Systems, a microelectronics spinoff of Lucent Technologies.
The tagline for the campaign is, "How communications happens" and spending is $20-25 million. A 30-second TV spot breaking nationwide today features words spinning and swooping across the screen and leading up to the new name. Both print and TV ads will run in European and Asian markets as well as in the U.S.
Print ads will run in business and trade publications such as BusinessWeek and The Wall Street Journal. In order to introduce the Allentown, Pa., client's new identity, ads attempt to answer the question, "How can a new company already be a world leader?"
The effort aims to make customers aware of the new company's mission. "Agere is solely focused on the communications sector," said Sue Sienko, director of advertising and brand management at Agere.
Wenham, Mass.-based Mullen won the business in December, defeating sister Interpublic Group shop Hill, Holliday, Connors, Cosmopulos, Boston, in the final round of a review.