MullenLowe Group - Campaign

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.

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.