BOSTON Seeking to become a stronger player in the Midwest and to better service its General Motors account, Interpublic Group's Mullen has beefed up its capabilities in Detroit, adding three executives to the outpost's management team.
Keith Ulrich has joined as senior vice president, group account director; Gayle Joseph comes aboard as vp, account director for public relations; and Susan LaRue joins as vp, group planning director.
The three executives will work closely with Mullen senior vice president Katherine Kress, who oversees the General Motors' card-member services relationship marketing practice. Mullen employs about 30 staffers in Detroit and also works on GM's certified used vehicles, energy and environmental communications and women's marketing initiatives.
Ulrich joins Mullen from Parade magazine, where he was vice president and automotive director. Prior to Parade, Ulrich served as svp, group account director at BBDO in Detroit on DaimlerChrysler.
Joseph most recently was a principal of Edge PR in Sterling Heights, Mich. LaRue had been with BBDO in Detroit, where she was director of strategic planning on Chrysler. She has also held posts at Carmichael Lynch, Doner and JWT.
"Mullen is an agency with great momentum and we're committed to accelerating growth by adding strong leadership and capabilities across our network of offices," said Tom Jump, evp, managing partner at Mullen, in a statement. "Our Detroit office has the people and capabilities to compete with any agency in town. Our philosophy is to create fully integrated, convergent offices with an entrepreneurial spirit."
Headquartered in Wenham, Mass., Mullen also operates offices in Wintson-Salem, N.C., and Pittsburgh. The agency last week added the estimated $10 million Panera Bread account, and is currently one of three finalists competing for the $170 million Expedia.com business. The shop is not, however, defending its incumbency on the $50 million XM Satellite Radio creative assignment, though it retains XM's media chores.