Mullen Bolsters Direct Response Team

BOSTON Mullen said it has hired Roberta Haber as senior vice president of direct response media, a new position at the Interpublic Group agency.

She will serve in the shop’s mediaHub unit, tasked with helping clients coordinate efforts across direct response, general advertising, interactive and emerging media.

Haber joins Wenham, Mass.-based Mullen from IPG sibling Hill, Holliday, Connors, Cosmopulos here, where she most recently served as media director, relationship marketing. She has more than 20 years of experience, counseling global clients such as AT&T, FleetBoston, Marriott and Verizon Wireless.

“This is an incredibly important role, as more clients look to direct response and to new accountability models to ensure their marketing dollars are creating maximum marketplace impact,” said Steve Calder, executive vice president, executive media director at Mullen’s mediaHub.

Haber is particularly focused on the role of emerging media and new technology in lead-generation campaigns. “Our role is to ask what makes people respond, how do we get their attention in this noisy world?” she said.

Her departure from Hill, Holliday marks the second time this year one of that shop’s senior media executives has moved to a regional rival. In February, Kristi Argyilan joined Boston’s Arnold as evp, media strategy; she had previously led Hill, Holliday’s media department and last December was named the agency’s general manager.

Mullen has been placing more emphasis of late on the convergence of media and marketing services, and launched its mediaHub unit one year ago. Last month, the shop named Eric Healy and Jim Schwantner senior vice presidents and directors of its interactive and direct units, respectively.