U.S. Cellular taps Mullen as new AOR


This, following a review. Mullen will collaborate with U.S. Cellular on brand strategy, creative development and performance analytics across all traditional, digital and emerging media channels for its account. Publicis Groupe’s Publicis & Hal Riney previously handled creative and sibling agency Modem managed digital. U.S. Cellular was Riney’s largest account.

Hal Riney sibling media agency was unaffected by the review. Both have been handling the account since 2007.

Based in Chicago, U.S. Cellular provides wireless services to nearly six million customers on its high-speed nationwide network, and has operations in 26 states.

The selection of a new advertising agency is part of an organizational initiative at U.S. Cellular to energize the brand and grow the customer base and overall business.

“Mullen impressed us with the breadth and originality of its strategic thinking,” said David Kimbell, VP/Marketing for U.S. Cellular. “We have bold ambitions for the U.S. Cellular brand, and in Mullen we have an agency partner with a proven ability to creatively express the unique qualities of challenger brands and make them stand out in the marketplace.”

“U.S. Cellular and Mullen are unified by a challenger mindset,” said Alex Leikikh, President of Mullen. “U.S. Cellular is poised to take on its larger competitors with uniquely different products and services. Our job is to tell its story in a fresh, compelling way.”

Other Mullen clients include JetBlue, Zappos, Google, FAGE and Barnes & Noble/NOOK, among others.