Mullen Communicates Agere

Mullen on Monday breaks broadcast, print and outdoor advertising for Agere Systems, a microelectronics spin-off of Lucent Technologies.

The tagline for the $20-25 million campaign is “How communications happens.”

A 30-second TV spot voicing that tag features words spinning across the screen and leading up to the new name. Print and TV campaigns also are running in European and Asian markets.

Print ads are earmarked for BusinessWeek, The Wall Street Journal and other business publications. In order to introduce the Allentown, Pa., company, the ads attempt to answer the question, ?How can a new company already be a world leader??

They also spell out the company?s mission. ?Agere is solely focused on the communications sector,? said Sue Sienko, Agere’s director of advertising and brand management.

Wenham, Mass.-based Mullen won the business in December, defeating sister Interpublic Group shop Hill, Holliday, Connors, Cosmopulos, Boston, in the final round of a review.