Mullen wins new business - and an award
A Mullen spokesman confirmed that Zappos will be an agency client.
According to Adweek, a trade publication that covers the advertising industry, more than 100 agencies had expressed interest in the Zappos account, which is estimated to have an annual marketing budget of $7 million.
"In the ask.com campaign we programmed branded search queries to pop-up on TV during sports, movie, and other entertainment programming," a Mullen spokesman explained in an e-mail. "The ask.com queries would be completely relevant to the programming that the viewer was watching and would direct them to ask.com to find out more. Seventy percent of the campaign was these pop-ups instead of 30 second (TV) spots." (Globe Staff)