Mullen Lowe will strive to reach "new audiences in new places" early next year when it launches its first work for the California Avocado Commission, an account the agency just added following a review.
That's according to Margaret Keene, executive creative director for the shop's Los Angeles office, who said an "integrated multi-platform approach," including digital and paid social, is in the works. Like many clients across the advertising spectrum, the commission wants to reach "younger consumers—some who currently are interested in a food's origin, some who might need more reasons to pay attention," she said.
Interpublic Group's Mullen Lowe won the business in tandem with its sibling MediaHub. The pair takes over creative and media duties, respectively, from Los Angeles agency Amusement Park. That shop had worked on the account since 2007 but did not participate in the review, which began in April with 26 agencies, a client representative said. Consultancy Select Resources International oversaw the competition.
To read the rest of the story, please go to: Adweek
