LivingSocial Names mediahub and ID Media as Media Agency-of-Record

  • 28 Feb 2011 6:58 PM
    Message # 534915

    mediahub Leads Planning and Buying for LivingSocial’s Super Bowl and

    Academy Awards TV Effort  

    Fellow IPG Agency ID Media Tapped to Handle Direct Response


    BOSTON, MA, February 28, 2011 ­– LivingSocial, the online source for people to find handpicked experiences at a great value, has named mediahub from Mullen and ID Media as its media planning and buying partners in an innovative collaboration between the two Interpublic agencies.


    mediahub was responsible for placing LivingSocial in the final commercial pod on the FOX Network just before kick-off of Super Bowl XLV and planned and bought the brand’s presence in last night’s broadcast of the Academy Awards on ABC. 


    Utilizing its “traders” approach to TV, ID Media will be responsible for driving registrations at  mediahub (buying general TV) and ID Media (buying DRTV) proved the power of a similar partnership for


    “We were drawn to mediahub because of their track record with launching brands, creating highly innovative media solutions and their seamless integration with the best-in-class DRTV player,” said Camille Watson, Vice President of Marketing for LivingSocial.


    “LivingSocial is operating in an explosive growth category and is committed to being the most innovative brand in the local commerce space,” said John Moore, Chief Media Officer at mediahub from Mullen. “The decision to run during the Super Bowl telecast was bold and aggressive and a harbinger of the exciting communications that LivingSocial will roll out this year accelerating their already rapid growth.” 


    Added Rob Bochicchio, Chief Broadcast Officer of ID Media, “As the largest buyer of DRTV in the U.S., we’re committed to putting the best marketplace knowledge and optimization platforms to work for LivingSocial.  We’re delighted to be working with them and mediahub to build this innovative brand and employ accountable media strategies to do so.”


    Creative for LivingSocial is handled by The Martin Agency, a fellow IPG company with Mullen and ID Media. The three collaborated in the LivingSocial agency review that was completed in December.

    About LivingSocial
    LivingSocial adds surprise to every calendar with handpicked Daily Deals you can share with friends. Members enjoy at least 50% off on the coolest, local experiences. Local business owners get an easy and cost effective marketing tool to attract new, loyal customers. In 2010 one of the fastest growing companies in the space expanded with LivingSocial Escapes offering a "vacation in a box" for easy weekend trips at great value. Based in Washington, DC, the international brand has saved its more than 20 million subscribers more than $250M in 180+ markets. Sign up for Daily Deals in your market for free or find out more information about LivingSocial at Follow us on Twitter at

    About Mullen

    Mullen is a full-service 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, Olympus, Alberto Culver’s TRESemmé, FAGE, LivingSocial,, Timberland, Four Seasons Hotels and Resorts, MassMutual, General Motors, U.S. Department of Defense, Stop & Shop/Giant, CSX, HSBC and LendingTree. Mullen has been named to the Advertising Age Agency A-List and the Fast Company World’s Most Innovative Companies list.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, follow us on Twitter at, or like us on Facebook at


    About ID Media

    ID Media provides the world’s best marketers with accountable media solutions to help them thrive in today's fast-changing marketplace. ID Media partners with clients, which include American Express, CA Technologies, Intuit, Johnson & Johnson,, Nikon, SC Johnson, Sandals & Beaches Resorts, and Verizon, from locations in New York, Chicago, and Los Angeles. For the last three years ID Media has been recognized inCrain’s New York Business as one of the Best Places to Work in New York City.  A member of the Interpublic Group of Companies (NYSE: IPG), ID Media is also a four-time winner of IPG awards for diversity and inclusion. For more on ID Media, please visit


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