Mullen Restructures Relationship Marketing

BOSTON Mullen has merged its direct marketing and interactive departments to form a relationship marketing group led by Catherine Bartholow, an executive vice president with the Interpublic Group shop.

John Wolfarth, senior vice president and creative director, will oversee the new unit’s 30-person creative staff. The newly formed group, based in Mullen’s Wenham, Mass., headquarters, employs 105 staffers overall.

“This new structure underscores the importance of integration to the success of our clients and the growth of the agency,” said Bartholow.

“I think in many ways this is a decision motivated by our clients’ needs, but it’s also motivated by what customers want,” said Wolfarth. “The whole notion of relationship marketing is one where we’re trying to create a meaningful [dialog] with the customer.”

The relationship group currently services clients including General Motors (for its GM Cardmember Services division), Eddie Bauer, the Four Seasons and LendingTree.