Mullen Sees the Light

Beats Ingalls, Jordan to Land Search Engine
BOSTON-Mullen this fall will break national ads recasting Northern Light Technology as a resource for business and information professionals on a par with competitors such as Lexis-Nexis and various Internet research options.
“A broad-based campaign using traditional media and direct marketing” is on tap, said agency president Joe Grimaldi.
The effort will seek to portray the Cambridge, Mass.-based search engine as combining the best elements of data libraries and Web browsers, said Grimaldi, who would not disclose specifics.
With a decidedly low profile, Northern Light sought an agency to create “primarily branding and name awareness” executions, said Susan Stearns, director of enterprise marketing at Northern Light. The campaign will launch in September; TV and radio are among the media Mullen will use, Stearns said.
The Wenham, Mass., shop won the $12-15 million account last week following a review, beating out Ingalls in Boston and Jordan McGrath Case & Partners/Euro RSCG in New York. There was no incumbent. Pile & Co. in Boston oversaw the competition.
In the review’s final round, Mullen presented speculative ads and branding strategies that will now be fine-tuned by a team led by creative director Edward Boches. Group account director Bob Pagano will have day-to-day responsibility.
“Mullen did the homework best” of the finalists, Stearns said. “We’re an up-market search engine [for serious users]. Mullen got that.”
The agency’s quick turnaround on a Super Bowl spot for online job service and a recent brand effort updating L.L. Bean were also impressive, she said.
Northern Light, which claims to be “the world’s first search engine,” provides content from numerous media, including Billboard, a division of Adweek parent BPI Communications. ƒ