Jordan's Furniture, a top furniture retailer in New England, has named MullenLowe U.S. its first creative agency of record.

The assignment followed an agency review. Mullen is currently working on creative for the brand.

Under the leadership of Barry and Eliot Tatelman, the company pioneered "shoppertainment" and created memorable TV and radio ads. Now, Josh and Michael Tatelman are stepping into expanded leadership. Mullen's goal is to evolve the legacy brand and ensure its relevancy for a new generation of customers.

“I've got a soft spot for Jordan's Furniture — my parents used to take me there when I was a kid and bribe me with dinner and a movie at the IMAX in exchange for good behavior. I learned to love furniture shopping! Where else can you get a mattress and a movie, or a recliner and a ropes course?” said Frank Cartagena, CEO of MullenLowe.

Jordan's is known for having the largest indoor ropes course in the world, as well as IMAX 3D theaters.

Linda SanGiacomo, senior vice president, marketing for Jordan's called Mullen's selection “a strategic investment in our brand's future.”

MullenLowe is part of the global MullenLowe Group agency network, a subsidiary of IPG. It has offices in Boston, Los Angeles, and New York, working with various clients, including Acura, Bayer, Ghirardelli, Invesco and Navy Federal Credit Union.