Mediahub/Mullen, part of Interpublic ad shop Mullen, has been appointed media agency of record by Viacom’s TV Land network. There was no media AOR incumbent.
The network said that Mediahub’s “immediate focus” would be devising multiplatform plans for the marketing and promotion of its program Younger as well as support for other new and returning series.
Younger is written, executive produced and directed by Darren Star (“Sex and the City”). The 30-minute single-camera comedy stars Sutton Foster, Hilary Duff , Debi Mazar, Miriam Shor and Nico Tortorella. It will premiere in January 2015.
TV Land is the second Viacom-owned network client of Mediahub, which has been leading media planning and buying for VH1 since last year. And the shop has other network TV clients as well, including Nat Geo -- which along with Mullen, just won an Emmy in the “Social TV Experience” category for the program “Live From Space.”
"Mediahub's vast experience attracted us to the shop,” said Kim Rosenblum, EVP, marketing and creative, TV Land. “They have a strong competency and knowledge across multiple disciplines and showed tremendous passion for our new programming and brand.”
TV Land is targeted to fortysomethings with a menu of original, acquired and digital programming. It is now seen in over 98 million U.S. homes.