Mamas & Papas chooses Mullen as AOR

BOSTON, MA: Mamas & Papas hired Mullen as US AOR, following a competitive RFP process that began in February.

BOSTON, MA: Mamas & Papas hired Mullen as US AOR, following a competitive RFP process that began in February. The agency will support the UK-based juvenile products brand during its nationwide rollout in 23 Babies R Us outlets this August.

Earlier this year, the company met with a total of 12 agencies, including JS2, 5WPR, and AMP3, confirmed Mamas & Papas PR lead Gill Kingston-Warren. It began the contractual process with Mullen in April.

Kelly Burke, VP at Mullen, explained that the company initially spoke to the agency in March, having heard about a similar US launch Mullen had worked on the previous year for UK-based juvenile brand Tommee Tippee.

“This establishes us further in the category of juvenile products,” she said. “Hip British brands really add diversity to our client roster.”

Though the deal involves a 2010 contract to handle PR for the launch, the company also asked the agency to come up with ideas for its 30th anniversary in 2011, as well as a multi-year prospective plan. Burke said the agency's integrated capabilities also appealed to the brand and its long-term goals.

"Mamas & Papas in the UK has PR, marketing, creative, and digital all in-house, and Mullen echos our UK structure," said Kingston-Warren. "The range of their agency offering allows us to tap into their expertise as and when required."

The agency reached out to long-lead press during a soft launch in May, and is promoting a July 16 presale launch on BabiesRUs.com. The team is also in the development stages of the official August 12 rollout, including the launch of a Facebook and Twitter presence and mommy-blogger engagement efforts.

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