Mullen Forms Consumer Experience Group

BOSTON Are you experienced?

Interpublic Group’s Mullen in Wenham, Mass., said it has launched an experience planning discipline designed to help clients better leverage digital media. The agency has named Barbara Friedsam experience planner.

She brings an extensive background in digital media to the position, most recently as associate director of information architecture in the agency’s interactive marketing group.

“Brand planning is responsible for understanding the consumer experience and, increasingly, what matters most to both brands and agencies is the experience that happens on the Internet,” said Scott Karambis, evp, director of brand planning at Mullen. “By adding Barbara’s in-depth understanding of consumer behavior and Web site navigation to planning’s pursuit of consumer insights, we’ll be in an ideal position to design more relevant and compelling brand strategies for the digital age.”

Friedsam’s core responsibility will be helping Mullen develop new methods to evaluate, measure and change consumer behavior on the Internet.

Mullen’s move to establish the unit comes on the heels of its parent IPG disbanding its similar Consumer Experience Practice and laying off its eight employees [Adweek Online, Jan. 5].

Key Mullen clients include General Motors, LendingTree,, Panera Bread, Orbitz, Wachovia and XM Satellite Radio.

—Adweek staff report