Mullen Named Agency-of-Record for Irobot Home Robot Division

  • 31 Oct 2011 10:33 AM
    Message # 738301
    Deleted user

    Creator of award-winning iRobot® Roomba® vacuum cleaning robot selects agency to shape brand message and accelerate business growth

    BOSTON, Mass., October 31, 2011 — Mullen has announced that iRobot Corporation has selected the company as its advertising agency-of-record for North America, following a competitive review. Mullen will work with this leading technology company to help shape brand messaging and advertising for iRobot’s acclaimed home robots, including the iRobot® Roomba® vacuum cleaning robot, iRobot Scooba® floor washing robot, Verro® pool cleaning robot and the iRobot Looj® gutter cleaning robot.

    “Mullen demonstrated a sincere passion for our brand,” said Howard Leyda, Vice President of Marketing, Home Robot division at iRobot. “Their creative vision will powerfully communicate the benefits of iRobot to consumers. They work with numerous innovative, category-changing brands and will be a strong partner as we evolve and grow the iRobot enterprise.”

    “iRobot is a cool company that makes ingenious products,” said Kristen Cavallo, Chief Strategy

    Officer at Mullen. “We look forward to creating advertising as innovative and effective as the products themselves.” iRobot joins a group of thought-leader clients at Mullen that includes JetBlue, Zappos, Google, FAGE and Barnes & Noble/NOOK, among others. The agency will be responsible for strategic planning, creative development, media planning and placement and performance analytics in support of the full range of iRobot’s consumer products.

    About Mullen
    Mullen is a “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 thought leader brands, including JetBlue, Zappos, Barnes & Noble/NOOK, Google, FAGE, LivingSocial,, Timberland, Olympus and TRESemmé. 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, @mullenunbound or


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