IAC Division Calls on Mullen

CHICAGO Entertainment Publications, a leading global marketer of coupon books, discounts and merchant promotions, has awarded its marketing business to Interpublic Group’s Mullen following a review.

The client, part of IAC (InterActiveCorp, formerly USA Interactive), selected Mullen to develop and communicate a comprehensive branding concept that will help expand its business into other Web-based products. Duties will include strategic planning, corporate identity, advertising, media and direct marketing.

The Troy, Mich., company initially contacted a number of agencies and narrowed the search to three undisclosed finalists including Mullen, according to Melissa Lea, executive vice president, director of business development at the agency in Wenham, Mass.

“We were looking for an agency to help us transition from the world’s leading coupon book to the source for high-value discounts. Mullen demonstrated both the creative ability and an entrepreneurial business attitude that matched our objectives very well,” said Alan Bittker, Entertainment Publication’s president and chief executive officer, in a statement.

Annual billings were not disclosed.