Mullen has hired Jeff Winsper to oversee and grow the agency's business-to-business roster.
Winsper, an executive vice president, is based at the Interpublic Group agency's headquarters in Wenham, Mass., reporting to Mullen president Joe Grimaldi.
"With his depth of knowledge in this arena, Jeff will be instrumental in helping us craft a holistic approach for b-to-b," Grimaldi said.
"Mullen's desire and passion for building great brands is evident at all levels," Winsper said. A key goal is making sure the shop's integrated service offerings—including traditional advertising, public relations, direct and interactive marketing—are used to bring in business-related clients, he said.
Winsper is currently taking part in the agency's pitch for MRO Software. Mullen is facing off against Boston agencies Hill, Holliday, Connors, Cos mopulos and Velo city Advertising for the business (Adweek, June 17).
"He's not your traditional ad guy who thinks advertising is the solution to every problem," said Scott Murray, a consultant in Austin, Texas, who co-pitched some business with Winsper when both held senior posts in the late-1990s at Leo Burnett Technology Group. "Jeff wants to solve the client's business problem first," whether that be through ads, direct mail or public relations, he said.
Winsper has been consulting for more than a year following a stint as managing director of LBTG's Bos ton outpost. He is credited with helping that agency quickly grow into one of the New England region's largest during the dot-com boom.
LBTG's fortunes began slowing about two years ago as the recession took hold; it closed in April 2001 following a wave of client defections, about two months after Winsper left.
Other business-to-business clients at Mullen include PTC, Rational Software, Genuity and Agfa.