MullenLowe London | Agency Profile, Contacts, AOR, Client Relationships
|Main Telephone||020 7584 5033|
|Main Fax||020 7823 8429|
MullenLowe London Contacts
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|Charlie S.||Chief Strategy Officer||London|
|Aaron R.||President & Chief Executive Officer - Americas, ML Profero||London|
|Dale G.||Group Chief Executive Officer||London|
|Ian D.||Chief Operating Officer||London|
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Campaign Imminent: Star Trek: Discovery soars in this May; built-in audience goes digital
Show: "Star Trek: Discovery" is an American television series, set around a decade before the events of the original Star Trek series, that follows the crew of the USS Discovery. It was created by Bryan Fuller and Alex Kurtzmjan for CBS and will be available on Netflix in 188 countries a day after US transmission.
Opportunity: Season one is set to air this May and fans of the long-time property are already buzzing. CBS's VOD service, All Access, along with Netflix, affords "ST: Discovery" the freedom to experiment and take risks. ATL and digital sellers should go where almost everyone has gone before. Get in touch with MEC UK contacts before marketing takes off.
According to CBS CEO Leslie Moonve, Netflix "struck a significant international deal" for licencing, which reportedly made the new series profitable before production even began this month. (research here) The streaming service clearly wanted the hot commodity and included in the deal, they gained access to all other Star Trek television properties.
The new series could contain nudity and swearing for a digital demographic and features a new gay character played by Anthony Rapp. This internet emphasis for the new age is certainly represented with Netflix's Pathmatics data from last year. During this time, video ads soared, with peaks in Q1 and Q4.
Keep in mind, Netflix is hoping to hold on to its millennial male viewers, which have proved profitable with its Marvel partnerships like "Luke Cage". Don't expect marketing to take a back seat as the company is hoping "ST: Discovery" will lead to a significant boost in subscribers.
Media Spend: In H1 2016, Netflix turned its attentions towards internet, spending over £117k. Meanwhile, £58k was put towards cinema and £50k was spent on TV. Spending typically peaks in H1 but that is often dependent on series release dates.
Digital Breakdown: Per Pathmatics, last year, Netflix spent over £23.6m, split between video and desktop ads, to generate over 1bn impressions. The majority were placed site direct and top publishing sites include youtube.com, telegraph.co.uk, imdb.com and yahoo.com.
This is double the amount, compared to 2015 when £11.8m was spent, mostly on desktop ads, to gain 583m impressions. During this time, Netflix saw most spending occur in H1.
Agency Relationships: Note, as the account is in review, Netflix often works with both creative and media agencies on a per-project basis. MEC UK and Fallon on creative.
22 Torrington Place
Third Floor Suit
London, WC1E 7HP
T: 0843 506 9267
Ms Bec Mortimer
Marketing Director UK & Eire
Ms Alice Roughton
Senior Digital Engagement Manager - MEC UK
Ms Jessica Chapplow
Mobile & eCommerce - MEC UK