MullenLowe Group - Campaign



Campaign Integrated Agency of the Year nomination


YOY increase in proactive coverage in Campaign


Of proactive coverage H2 2022 onwards including one or more key message

They asked

Integrated marketing and communications agency, MullenLowe Group (MLG) was perceived by the industry as a safe and effective pair of hands but rarely associated with creative or progressive work. With’s goal was to drive a shift, repositioning MLG in front of marketing leaders as a creative agency delivering outstanding, creative and progressive work, and supporting its ambition to win a Campaign Agency of the Year award.

We delivered

As part of our CLICK process, we undertook extensive research among marketing chiefs to understand their priorities. In tandem with MLG, we developed a core positioning – Purpose with Progress – and supporting messages. We ideated topical purpose-led content – around menstruation, age inclusivity and sustainability – that would enable us to link key messages to the news agenda. Our targeted media strategy was laser-focused on taking messaging to the tier one titles read by marketing chiefs and industry influencers – with a real emphasis on Campaign. In January 2023, just over after starting work together, MLG was nominated for a Campaign AOTY award.


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