Mullen Wins TripAdvisor

BOSTON TripAdvisor said it has selected Interpublic Group’s Mullen for its advertising account following a review guided by consultancy Pile and Co. There was no incumbent.

The Needham, Mass.-based client is part of IAC Local and Media Services, an operating business of IAC/InterActiveCorp. Mullen in Wenham, Mass., already works for LendingTree and, also units of IAC.

Initial ad spending, sources said, is expected to be $5-10 milion, and the client is seeking its first concerted branding campaign.

TripAdvisor’s search engine helps consumers research their travel plans via the Web, giving them direct access to major online suppliers such as Expedia, Travelocity, Orbitz, and American Airlines for booking trips.

The competition ultimately came down to Mullen and indepedently owned Connelly Partners in Boston. MDC Partners’ Kirshenbaum Bond + Partners in New York and IPG’s Hill, Holliday, Connors, Cosmopulos in Boston had also made final presentations [Adweek Online, Jan. 4].