Checking In to Mullen

It’s not a client. What’s more, now when Mullen executives travel, the Four Seasons will likely be their hotel of choice.
The agency in Wenham, Mass., last week landed the creative assignment for the 50 properties in 22 countries operated by Four Seasons Hotels and Resorts in Toronto, according to client representative Catherine Bagnell.
Mullen last year won a slew of companies that now contribute more than a quarter of the agency’s overall revenues. “One of our goals last year was to be strategically well-focused in the space. One of the goals for 2000 is to balance out the portfolio,” said Mullen chief executive Joe Grimaldi. Mullen will tap into parent company Lowe Group’s international capabilities.
Other contenders for the Four Seasons account, last handled by Ammirati Puris Lintas before it was absorbed by Lowe & Co., included Ogilvy & Mather and Margeotes/Fertitta & Partners, both in New York, as well as Leo Burnett in Chicago, Bagnell said. Burnett’s Starcom handles media for the hotelier; that part of the contract was not in review.
In preparation for its final pitch, Mullen founding creative director Paul Silverman and planning director Graceann Bennett took a trip to Tokyo, London and Germany to explore luxury in those markets, and Bagnell cited the shop’s understanding of the luxury marketplace as key to its victory.
“We felt the combination of Mullen’s knowledge of the luxury marketplace that we serve, its corporate culture and the demonstration of how it works was best suited to us,” Bagnell said. K