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ULTA Beauty Selects Mullen As New Agency-Of-Record

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ULTA Beauty Selects Mullen As New Agency-Of-Record

Retail, Beauty and Marketing-to-Women Expertise Key Factors in Agency Selection

BOLLINGBROOK, IL, July 7, 2014ULTA Beauty , a nationwide retailer of beauty products and salon services, has selected Mullen, an Interpublic Group (NYSE: IPG) owned agency, as its new advertising agency-of-record following a competitive review. Mullen prevailed based on strategic and creative thinking, as well as deep retail, beauty product and marketing-to-women expertise. The agency formed a multi-office team with personnel from its Boston headquarters and MullenNC presenting to the ULTA team.

Mullen will begin working with ULTA immediately developing creative and media content for implementation in key markets later this year

“ULTA is focused on continuing to build a leadership brand in beauty and Mullen’s combination of outstanding brand strategy and breakthrough creative will help us accelerate our efforts,” said Mullen CEO Alex Leikikh.

Mullen has been active in the beauty products category in the past with its work on Unilever’s treSemme brand of hair care products. The agency has also worked with numerous national retailers, including Barnes & Noble, T.J. Maxx and Zappos. Additionally, Mullen operates Frank About Women, one of the leading marketing-to-women consultancies in the country, a key area of relevant expertise in the beauty products category.

The ULTA review was managed by the Mercer Island Group management consultancy. The win represents continued growth at Mullen, on the heels of gaining the Indeed.com business late in 2013 and the truTV brand earlier this year.

About ULTA Beauty

ULTA Beauty is the largest beauty retailer that provides one-stop shopping for prestige, mass and salon products and salon services in the United States. ULTA Beauty provides affordable indulgence to its customers by combining unmatched product breadth, value and convenience with the distinctive environment and experience of a specialty retailer. ULTA Beauty offers a unique combination of over 20,000 prestige and mass beauty products across the categories of cosmetics, fragrance, haircare, skincare, bath and body products and salon styling tools. ULTA Beauty also offers a full-service salon and a wide range of salon haircare products in all of its stores. As of February 1, 2014 the Company operates 675 retail stores across 46 states and also distributes its products through the Company’s website: www.ulta.com

About Mullen North Carolina

Mullen is a “hyperbundled” agency, integrating disciplines from creative to digital marketing, media planning and buying, mobile marketing, public relations and social influence, design, CRM and performance analytics. Mullen specializes in working with thought-leader brands, including Acura, Google, JetBlue, Zappos, U.S. Cellular, FAGE, American Greetings and iRobot. Mullen has been named to the Advertising Age Agency A-List and as one of Fast Company’s Most Innovative Companies. The agency is headquartered in Boston, with additional offices in L.A., San Francisco, Pittsburgh and Winston-Salem, NC and is an independent brand within the Interpublic Group of Companies (NYSE:IPG). For more on Mullen, please visit mullen.com, twitter.com/mullenunbound or facebook.com/mullenunbound.

Clients

Who We Are

We Are Agents of Transformation

CHANGING CONSUMER BELIEFS, EXPECTATIONS AND BEHAVIORS
Too often brands are defined by false perceptions and misinformation. We engage. We inform. We motivate. We build meaningful connections and relationships with customers, prospects and key influencers — turning brand naysayers into brand evangelists.
SPARKING CONVERSATIONS, ORGANIZATIONS AND COMMUNITIES
In our digitally dynamic and socially connected world, building brand trust and advocacy is a bit of a balancing act; your current customers have a lot to say. It’s critical that we listen, understand and actively influence the dialogue.
LEAP-FROGGING THE COMPETITION
Stealing share is one thing. Knocking the competition back on their heels is another. We push ourselves to deliver solutions for our clients that keep the other guys scrambling to catch up.
GAME-CHANGING CATEGORIES
We look at the existing framework for a business. We dive into marketplace realities and competitive dynamics. The end game? Create opportunities previously unseen.
DRIVING BRAND CONVICTION
It’s no longer enough to focus just on acquisition. We help drive profitability by constantly inventing new ways of keeping our clients’ current customers happy, engaged and coming back for more.
PUSHING THE LIMIT OF WHAT’S POSSIBLE
We start every day by asking one simple question: What if?

Hyperbundled, hyper-relevant

Mullen NC provides leading-edge, integrated services. We work closely together to help brands navigate the complex, constantly evolving marketing ecosystem in ways they never imagined.

We’re unbound in the way we work. We tore down the walls between strategic planning, creative, digital, public relations, social influence, media, mobile, direct response and performance analytics. It’s what allows us to remain hyper-relevant in an extremely competitive world, faced with an explosion of media choices and consumers in control.

Hyperbundled Services

Leadership

Taylor Bryant
Taylor Bryant
President
Catalyst
Taylor is passionate about helping clients make sense of and capitalize on the merging worlds of customer intelligence, brand strategy, communications strategy, connectivity strategy and analytics. It’s a chaotic yet exciting space to help clients navigate. A diverse range of experiences prepared him for this role: a solid grounding in CPG marketing with clients Procter & Gamble and Pillsbury; an immersion in complex B2B businesses with Microsoft, CSX, H-P, CSC and Alcatel; a host of clients in financial services, from Wachovia to SunTrust to Quicken; years in the fast-paced retail trenches of McDonald’s; and leadership roles on iconic brands Levi’s, Nintendo and Timberland.
Jason Black
Jason Black
EVP, Executive Creative Director
Creative Alchemist
Jason is driven by curiosity and obsessed with executing ideas that engage on a human level — across all communication channels. He believes that the best way to deliver remarkable creative is through a diverse exchange of observations, opinions, knowledge and ideas. In other words, he loves to get people together and stir the pot. Working for clients like Bank of America, Unilever, Alaska Airlines, Fox Sports, MGM, Nintendo and Miller Brewing has made him a versatile creative leader who knows how to drive business results. His work has been recognized by Cannes, Communication Arts, Effie, One Show and more.
Anne Elwell
Anne Elwell
EVP, Group Account Director
Quarterback
Anne has led account teams across the country and around the world — from Quaker and Nabisco in Singapore to Sealy Mattresses, BASF and Unilever’s TRESemmé in the U.S. She’s made a career out of immersing herself in the emotions and actions of consumers. She led the efforts to retool the positioning and marketing strategy for La Quinta Inns & Suites to address the rapidly changing hospitality landscape and traveler profiles. Her greatest personal achievement was running the L.A. Marathon to raise money for those fighting cancer, and she considers raising her two daughters her most rewarding accomplishment.
Shaun Stripling
Shaun Stripling
SVP, Chief Marketing Officer
Culturalist
Shaun has an insatiable curiosity that fuels her desire to dissect, understand and, ultimately, move consumers to action. She sees each marketing challenge as an opportunity to explore the human condition, ask smarter questions and sometimes just listen. Some people collect muscle cars; she collects people. It’s her passion for actionable insights that helped her lead successful brand-building initiatives for blue-chip global brands, including NASDAQ, Audi, Holland America Line, Wells Fargo, Microsoft, McDonald’s and Chateau Ste. Michelle. Shaun also worked as a professional chef for eight years post-college and still throws a wicked dinner party.
Seton McGowan
Seton McGowan
VP, Director of PR & Social Influence
Conversation-Starter
Seton loves to connect brands with consumers by starting conversations with influencers in the social space or capitalizing on a cultural trend to garner top-tier media coverage. She gets a thrill out of creating the ultimate brand experiences online to drive consumers to support the brand offline, cultivating powerful word-of-mouth campaigns in the process. Seton has brought her passion for PR and Social Influence to a number of categories, including retail, footwear and apparel, financial services, technology and food and beverage. She lives for music festivals, long hikes with her dog and traveling anywhere.
Heidi Grassi
Heidi Grassi
EVP, Group Account Director
Action-Orchestrator
Heidi’s experience is truly unique. She’s a marketing hybrid with deep experience in above-the-line branding and positioning, and a history of leveraging data-driven customer insights for transformational results through demand generation and multichannel CRM. In layman’s terms, she’s worn a lot of hats and worn them well. Heidi’s driven to make marketing programs actionable and accountable across all channels. Furthermore, she has served a wide range of Fortune 500 clients across several industries, including financial services, telecom, technology and retail. But her biggest undertaking to date has been managing the demands of two little boys, born 13 months apart.

Our People

Photo of Aimee Neely

Aimee Neely

Connectivity
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Alicia Hamblen

Operations
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Allison Harbeck

Account Service
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Amanda Hubich

Account Service
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Andrew Villeneuve

Connectivity
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Anna Sowa

PR/Social
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Anne Bonnette

Connectivity
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Anneli Grove

Human Resources
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April Walker

Finance
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Ashley-Harrington Andrews

PR/Social
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Bailey Surrett

PR/Social
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Ben Devore

Connectivity
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Bethany Novak

Production
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Brandi Gull

Creative
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Brett Barnett

Creative
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Brian Reece

Operations
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Brittany Leinbach

Connectivity
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Cameron Alverson

Analytics
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Carol Emmet

Operations
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Catherine Goergen

PR/Social
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Ceci Carson

Account Service
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Chris Calcao

Production
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Christy Blain

Creative
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Cierra Raleigh

Account Service
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Cindy Parker

Finance
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Corinne Smith

Connectivity
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Connie Ferguson

Connectivity
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Cynthia Royal

Finance
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Danielle Eck

Creative
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Darren Young

Creative
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David Olsen

Creative
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Debbie Basham

Connectivity
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Debbie Cloer

Finance
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Dolph Kawalec

Creative
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Donna Hunt

Finance
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Ebony Pullen

Connectivity
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Elizabeth Bragg

Account Service
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Ellen Foust

Operations
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Emily Watson

Creative
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Endia Beal

Strategic Planning
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Eric Scroggins

Account Service
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Eurikca Eustache

Operations
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Evan Pease

Creative
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Gerald Troutman

Connectivity
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Glenn Melton

Operations
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Harold Syms

Creative
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Heather Russell

Connectivity
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Jacob Martinez

Connectivity
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Jake Bevis

Connectivity
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James Gledhill

Production
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Janet Mason

Finance
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Janet Throckmorton

Finance
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Janice O’Dell

Finance
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Jason Arentsen

Creative
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Jason Ritchkoff

Account Service
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Jennifer Bodford

Connectivity
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Jennifer Cross

Account Service
Jennifer Raiford

Jennifer Raiford

Finance
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Jennifer Watson

Account Service
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John Rosato

Production
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John Zhang

Analytics
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Joseph Harrold

Creative
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Justin Baum

Creative
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Justin Farrar

Creative
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Justin Mace

Creative
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Kaci Baez

Account Service
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Karen Wilson

Connectivity
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Kate Chartier

Connectivity
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Kate Hanley

Strategic Planning
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Kate Masten

Connectivity
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Kathryn Hiatt

Operations
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Kathryn Kosak McLean

Connectivity
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Katie Porter

Connectivity
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Katie Toomey

Creative
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Kaycie Karpinski

Operations
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Kelly Gudeth

Operations
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Kevin Brooks

Creative
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Khloe Smith

Operations
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Kim Harvel

Finance
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Kristen Andersen

Connectivity
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Lauri Bauer

Connectivity
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Leah Randall

Connectivity
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Lillian Zabel

Production
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Lindsay Walker

Creative
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Luke Morales

Production
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Marcus Hodges

Creative
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Marianne King

Connectivity
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Mark Pingitore

Creative
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Marshall Lancaster

Operations
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Mary Myers

Finance
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Mary Taylor

Finance
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Matt Mason

Creative
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Megan Handerhan

Connectivity
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Megan Marshall

Account Service
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Melissa Jackson

Connectivity
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Michael Feldman

Connectivity
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Micheal Smith

Connectivity
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Mike Herman

Creative
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Nancy Deller

Account Service
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Natasha Routh

Operations
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Neel Parker

Operations
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Nickie Thongton

Creative
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Odalys Melda

Finance
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Paige Sharkey

Account Service
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Patrick O’Sullivan

Account Service
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Paul Watson

Production
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Penny Canada

Finance
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Rachael Paras

Account Service
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Rebecca Rowles

Creative
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Rob McKinnie

Creative
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Sarah Ross

Connectivity
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Sarah Shinsky

Creative
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Scott Stripling

Creative
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Scott Wilkins

Connectivity
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Stacey Layne

Operations
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Stacie Kudamatsu

Account Service
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Stacy Lyons

Operations
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Steve Kienz

Account Service
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Steven Kelly

Connectivity
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Susanna Gates Rose

Production
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Tara Nelson

Creative
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Taylor Brown

Account Service
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Terri Eaton

Production
Theresa Menz Cooper

Theresa Menz Cooper

Creative
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Tiffany Blosser

Connectivity
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Trisha Hope

Operations

Our Space

Frank

Frank About Women

Who’s this Frank?

Frank About Women is a pioneering leader in marketing to women with 10+ years of turning insights into action for Fortune 500 companies around the globe. We’re fueled by the belief that marketers need a candid voice in understanding the female psyche and women’s evolving mindsets, behaviors and expectations.

With a deep commitment and unparalleled experience, Frank About Women is Mullen’s unique asset in the creation of communications that drive women to engage with brands.

We’ve engaged with women from the moment of consideration to final activation in almost any category you could imagine. From new product development to resonant creative ideation to global brand positioning, we leverage digital, social and mobile to connect women in their moment of truth. We know what drives women to engage with brands

Marketing is complex…
Finding someone who gets it isn’t.

Frank About Women

Frank Proprietary Tools

Our solutions are fueled by a host of unique tools designed to yield deeper understanding, sharper strategies and more compelling ideas.

FRANK CONNECTIVITY AUDIT
Evaluates brand vitality across all points of contact with women.
FRANK WOMEN ONLINE
Quick, candid, quantitative input from our online panel of more than 1,000 female consumers.
SHOPOGRAPHY
Consumer-led shopping trips that inspire gender-savvy in-store strategies and tactics.
WOMENSITE
Assesses the effectiveness of digital content, graphics, navigation and usability among women.
FRANK EXPRESSIONS
Translating female insights into highly effective creative communications.
FRANK IDEAEXPRESS
Intense, interactive one- or two-day workshops designed to generate fresh, actionable ideas.

Frankly, download the white papers

Gut Instincts in the Modern Age
We conducted a deprivation study to find out how today’s technology is impacting women’s finely tuned "gut instincts." Read on for some fascinating insights about the roles of social media and technology in our shopping decisions today.
PDF Download
Marketing in the new era of fiscal reality
This report reflects our collective cultural observations and our ongoing dialogue with consumers of every race, gender and socioeconomic level. Look for five reality checks and ways to re-engage with consumers.
PDF Download
Single Sway — A driving force of new female consumerism
This groundbreaking study reveals how women really feel about how advertisers portray them. Beyond identifying outdated and offensive stereotypes, women told us what’s missing in marketing today.
PDF Download

Connect

Locate Us

101 N. Cherry Street
Winston-Salem, NC 27101
T 336.765.3630
F 336.774.9540

Contact Us

New Business
Shaun Stripling
shaun.stripling@mullen.com
336.774.9397

Press Inquiries
Seton McGowan
smcgowan@mullen.com
336.774.9226

Frank About Women
Speaking Engagements
Alicia Hamblen
alicia.hamblen@mullen.com
336.774.9396

Careers

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