• by Steve McClellan  @mp_mcclellan, November 12, 2013

VH1, the Viacom-owned music and pop culture TV network, has hired Interpublic Group’s Mediahub/Mullen as its new media agency-of-record, the companies have confirmed. Mediahub will be responsible for media planning and buying across all media channels in support of the VH1 brand and its highest-profile individual programs.

The network spends and estimated $10 million on measured media annually, according to Kantar. Previously Fallon handled the network’s media planning and Horizon Media handled buying duties.  

“We selected Mediahub as our new agency partner because they demonstrated exceptional imagination and creativity in thinking about how to build our brands and our shows,” said Caralene Robinson, SVP, VH1 Creative Group & Consumer Marketing at VH1. “They have a diverse perspective on how to maximize paid, earned and owned media assets, as well as deep experience with driving viewership for television programming.”

The VH1 win is the latest in a series of new client assignments for Mediahub/Mullen, which earlier this year won media agency reviews for Constant Contact and My M&M’s, and was part of the team at Mullen that won the American Greetings creative and media business. VH1 adds to Mediahub’s portfolio of entertainment brands, which also includes National Geographic Channel and Nat Geo WILD. 

“VH1 represents one of the most iconic television entities in the country,” said John Moore, Chief Media Officer at Mediahub/Mullen.  “Their penchant and hunger for breakthrough, right-brain media work aligns perfectly with our core media tenets.”