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Zappos Names Mullen its Agency of Record

30 Sep, 2009 Response This Week

NEW YORK – Online shoe retailer recently named Mullen as its creative agency of record (AOR) to handle all of its brand development, media buying and creative, reports Mullen, now in charge of digital advertising, will work with Kin Fish Media, Zappos’ partner for offline direct marketing.

Mullen’s officially starts work for Zappos in January, but will conduct research and development for the next three months. Mullen, part of Interpublic Group, was part of a review process in which Zappos saw proposals from 104 agencies. The pile was eventually narrowed down to three finalists: Draftfcb, CHI & Partners and Mullen.

“Mullen really had the best overall package for what we were looking for,” says Michelle Thomas, brand marketing manager for “Their creative ideas show that they understand and can conceptualize our culture. They have a very robust analytics team, which we were impressed by, and we felt very comfortable with their approach to media buying and brand planning.”

Online, direct marketing will be handled in-house, including E-mail, search, affiliate, comparison shopping engines and SEO.

The appointment comes at a time when Zappos is trying to improve the user experience on its site and to build relationships with consumers. The company recently launched a social shopping site and personalized product recommendations.

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