Mullen last week broke out of a yearlong new-business slump, adding an estimated $12-15 million in combined business from American Classic Voyages' Delta Queen cruise line and Stop & Shop.
The Wenham, Mass., shop re places Boston's Arnold on Stop & Shop's broad cast assign ment. Ar nold did not participate in a review that saw Mullen overcome Cronin & Co., Glastonbury, Conn., and Merkley Newman Harty & Partners, New York, in the final round. Pile and Co., the Boston consulting firm, oversaw the pitch.
"Stop & Shop is a great brand that has tremendous growth opportunities ahead of them," said Joe Grimaldi, Mullen CEO.
Separately, the agency's office in Pittsburgh bested Fitzgerald & Co., Atlanta, for the Delta Queen account. Peter A. Mayer Advertising, New Orleans, had handled the assignment. Mullen recently added the Pittsburgh outpost when it absorbed Bozell Kamstra's office there as part of a broad restructuring by IPG.
Stop & Shop's bud get is estimated at $7-10 million; Del ta Queen of Miami will like ly spend $5-8 million. The wins are arguably Mullen's most not able gains this year and give the shop "positive momentum. [They] invigorate us for the next one," Grimaldi said.
In terms of what comes next for Mullen, the shop is currently a contender for the $15-20 million U.S. Department of Defense's Joint Recruiting Advertising Program (JRAP), for which presentations are imminent. Mullen is battling D'Arcy Masius Benton & Bowles, Foote, Cone & Belding and incumbent Bates, all in New York, and Atlanta's J. Walter Thompson.