December 10, 2009 – Kumon, the world’s largest after-school
education company, has named Mullen as the
organization’s North American agency-of-record (AOR) following a competitive
review that began with 13 agencies.
Mullen will begin working
with Kumon immediately to develop and implement communications strategies
across all marketing channels, including advertising, media, PR, CRM, direct,
digital and social media marketing. New creative is expected to launch in early
“Mullen demonstrated a clear
understanding of Kumon North America, where we are currently, where we want to
go and a compelling roadmap to help us get there,” said Jim Coakley, Branding
Leader at Kumon. “They also had an impressive understanding of our target
customers and their thought process when selecting a personalized learning
program for their children, which is imperative to putting Kumon in the
consideration set of more parents and growing our North American market share.”
Kumon is focused on growing
brand awareness in the U.S. market quickly and communicating the values and
benefits of the Kumon Method. According to Coakley, Mullen proved it was the
agency partner that could help the company tackle those goals the quickest.
“Partnering with Kumon is a
great opportunity for us to help a company develop lifelong learning skills in
children,” said John Fitzgerald, president of Mullen’s North Carolina office.
“It was easy for us to pour our hearts and souls into this worthy business.”
Kumon operates 1,932 learning
centers in North America, more than 1,300 of which are located in the United
Mullen is a full-service agency, integrating disciplines from
creative to direct response, digital marketing, public relations and social
influence, media planning and buying, and performance analytics. Mullen is a
brand defined by a strong and enduring culture of collective
entrepreneurialism. We build and grow businesses. Agency clients include
LendingTree, Match.com, CSX, Zappos, SunTrust, Four Seasons Hotels and Resorts,
U.S. Department of Defense, La Quinta Inns & Suites, MassMutual, General
Motors, HSBC and The Stanley Works. Headquartered in Boston, Massachusetts, the
agency operates offices in North Carolina; Detroit and Pittsburgh. Mullen is an
independent brand within the Interpublic Group of Companies. For more on
Mullen, visit www.mullen.com.
Kumon [koo-mŏn] is
an after-school math and reading program. The learning method uses a systematic
individualized approach that helps children develop a solid command of math and
reading skills. Through daily practice and mastery of materials, students
increase confidence, improve concentration, and develop better study skills.
Kumon has 26,000 Kumon Centers in 46 countries and more than four million
students studying worldwide. For more on Kumon, visit www.kumon.com.