Mullen Readies GM/CUV Push

Mullen is preparing to unveil a refocused national campaign supporting General Motors’ Certified Used Vehicles.

The Wenham, Mass.-based agency will break print and radio ads in early June, with TV under consideration for a rollout later this year, sources said. Spending may be around $20 million—double last year’s expenditure—with the upcoming push marking GM’s most concerted effort yet to establish the CUV program in the national consciousness, sources said.

The Detroit car maker saw its used-vehicle sales triple to more than 100,000 last year, and it is looking for Mullen’s ads to drive a similar in crease in 2002, sources said.