The media arm of Mullen Lowe is developing a reputation as a giant killer.
A month after beating shops like MEC and Zenith Media to claim the media business of Scotts Miracle-Gro, Mediahub has added Royal Caribbean as a client, fending off competition from Mindshare and Media Storm. Not bad for 150-person, three-office operation that has long been overshowed by its creative brother, Mullen.
Interestingly, the two wins are linked. When evaluating Mediahub as a finalist, Royal Caribbean asked for client references from the shop, including from Scotts, though that relationship had just begun. Why? Well, both marketers spend about $80 million a year in media and each wanted assurances that Mediahub could handle an account that size.
This week the shop also won a pitch for TXU Energy. Collectively, the new accounts represent an estimated $8 million in annual revenue for Mediahub, whose revenue totaled about $14 million last year, according to sources. And with six months left in the year, there's plenty of time to pitch more.
Mediahub president John Moore attributed these 2015 successes to the development of the company's Scout consumer research offering and the addition of key players like communications planning director Erin Swenson Gorrall and group director Carrie Drinkwater. Drinkwater joined Mediahub in late 2013, and Swenson Gorrall, an Adweek Media All-Star, in early 2014.
And while most prospective clients are still more familiar with Mullen than Mediahub, the recent David v. Goliath wins are enabling Moore's unit to make a name for itself, eight years after the main agency rechristened its media department Mediahub.
"You always have to be humble and have tremendous humility in the business," Moore said. "But this has not happened by accident. This has been a long time in the making."