Software marketer PTC last week selected Mullen for its $10-15 million business, shortly after clothing chain Eddie Bauer hired the agency for an assignment worth an estimated $8-10 million.
The PTC and Bauer account wins are the latest in an impressive list of recent new-business victories for the Interpublic Group agency. Mullen's offices in Wenham, Mass., and Winston-Salem, N.C., have won six significant pieces of business since the year began, for an approximate overall gain of $75-100 million.
Mullen executives attribute their hot streak to the agency's new strategy of focusing on companies looking to change the overall focus of their brands and target new customers. "We go in with the attitude that failure is not an option," said chief creative officer Edward Boches.
PTC and Bauer, despite operating in different niches, fit the bill as companies looking to make major brand transitions.
Needham, Mass.-based PTC, which recently split with Phi lip Johnson Associates, Cam bridge, Mass., hired Mul len based on a marketing-materials project the agency did for the client earlier this year. The company, formerlyknown as Parametric Tech nology, is looking to enhance its image in order to become brand of choice for large scientific and high-tech companies that use sophisticated design and engineering software.
Account director and senior vp George Rogers and creative director Jim Garaventi will shepherd work on PTC, which will culminate in image and product ads this summer.
Redmond, Wash., retailer Eddie Bauer is also seeking a makeover. Contributing to the pitch wereBoches, group account director Bruce Gold, group creative directors Tim Roper and Michael Ancevic, and brand plannng director Ted Nelson. Mullen defeated Black Rocket Euro RSCG, San Fran cisco, and Focus of Seattle. The Mullen team will devise ways for Bauer to portray itself as a more mainstream brand while maintaining its core base of outdoorsy types who value comfort and style, Boches said.
For Bauer, Mullen plans to follow the blue print established for former client Timberland. That brand expanded its audience to include kids and young professionals, as well as outdoor enthusiasts, by stressing both style and rugged craftsmanship.
Print and broadcast for Bauer, which has had no agency for about a year since Lowe Lintas & Partners closed its San Francisco office, are slated to appear in the fall.