Nextel Communications Inc. yesterday announced that it has awarded Mullen, Wenham, Mass., its interactive media business. Initial account responsibilities will include interactive media strategy,
planning, buying, tracking, stewardship and optimization. “Digital media has come full circle. Smart advertisers want a holistic brand approach,” said Seana Mulcahy, Director of Interactive Media at
Mullen. “Building and protecting brands should not stop at offline, and Nextel is ahead of the curve in recognizing that. We’re thrilled Nextel has chosen us. It’s validation that Mullen truly is
integrated." Mullen currently handles Nextel’s national brand and local promotional advertising. Nextel’s Retail Stores business is handled out of the agency’s North Carolina office. Financial details
were not disclosed.
