Mullen's in Business

Mullen this week introduces its first campaign for NeuLevel, the company that maintains the “.Biz” domain in cyberspace.

The effort notes that by adopting the domain, companies will be entitled to three key benefits: a memorable online location, en-hanced technology and security features that are state-of-the-art. The budget is not disclosed, but sources said spending by the Sterling, Va., company is likely to be initially in the high seven figures.

“We wanted to address the skepticism decision makers at companies would have and answer the question, ‘Why .Biz?'”