Mullen Breaks New Round of Genuity Ads

BOSTON–Network services provider Genuity is launching a $30 million advertising and marketing blitz from Mullen designed to tout its track record in Internet innovation.

Television ads from the Wenham, Mass. agency have begun rolling out on NBC, CBS, CNBC, CNNfn, MSNBC, ESPN and FOX. Print ads are running in The Wall Street Journal, The New York Times, Business Week, Fortune, The Industry Standard and Internet Week. In addition, Genuity has purchased outdoor and transit advertising in Boston, San Francisco and New York, along with online banner ads.

Genuity’s “Black Rocket” icon is prominently featured, as it was in earlier Mullen efforts. Mullen’s initial work with Genuity debuted last fall with the launch of a $20 million campaign for the company’s Black Rocket integrated network platform.

That campaign included the company’s first ever television spots, along with a series of print ads. Mullen also handles public relations, direct marketing, and interactive work for the Burlington, Mass. client.