BOSTON, Mass., July 25, 2011 undefined Mullen announced today that Patrick Acosta has joined the agency as Director of Performance Analytics, a key leadership role in planning and optimizing media investments and consumer targeting for the full range of agency clients. Acosta comes to Mullen from AT&T, where he was Executive Director of Media Research & Insights with oversight for $2 billion in annual media spend. Acosta led consumer segmentation strategy, media mix modeling and competitive reporting within AT&T’s Media Services group, a business unit that he helped build for the telecommunications giant.
At Mullen, Acosta will lead Performance Analytics specialists who are a key component of the agency’s hyperbundled model, where strategy, creative content and media distribution experts work collaboratively to design and execute communications programs that deliver maximum ROI across every media platform and against all target audiences.
In addition to his experience on the client side with AT&T, Acosta has an extensive agency background, including time at The Martin Agency, where he was Channel Intelligence and Application Manager and Media Analytics Supervisor. While there, he developed proprietary media systems and planned national media for two large-scale clients, Alltel and NASCAR. Acosta also previously worked at the New York agency Messner Vetere Berger McNamee Schmetterer as Media Supervisor/Associate Media Director on the MCI WorldCom, Dunkin’ Donuts and Evian accounts.
Over the course of his agency and client-side engagements, Acosta developed 11+ major proprietary, solution-based media systems to increase project efficiency and accuracy. He has media planning and optimization experience in every key media channel, including network, cable and spot TV, digital, out-of-home, national magazine, newspaper and radio.
“Mullen breaks down walls to attract cross-functional players,” said Chief Strategy Officer Kristen Cavallo. “The strategists and analysts sit with creatives. This position required the right blend of business smarts, innovation and imagination. I'm thrilled to work with Patrick as we write the next chapter in the Mullen story.”
"I’ve been fortunate to work for great people who were open to innovation and allowed me to create without boundaries,” said Acosta. “Mullen embodies the perfect formula for innovation undefined great people, clients and resources."
Mullen is a full-service, “hyperbundled” agency, integrating disciplines from creative to digital marketing, public relations and social influence, media planning and buying, mobile marketing, direct response and performance analytics. With an “unbound” approach to marketing, Mullen specializes in working with culturally relevant experiential brands. Agency clients include JetBlue, Zappos, Barnes & Noble, Olympus, Alberto Culver’s TRESemmé, FAGE, LivingSocial, Match.com, Timberland, Four Seasons Hotels and Resorts, MassMutual, General Motors, U.S. Department of Defense, CSX, and HSBC. Mullen has been named to the Advertising Age Agency A-List and as one of Fast Company’s Most Innovative Companies. 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 (NYSE:IPG). For more on Mullen, please visit mullen.com, follow us on Twitter or on Facebook.