BOSTON, MA, December 14, 2009 - Victorinox Swiss Army has selected Mullen as its new integrated marketing communications agency for the North American market. Mullen was selected following a competitive review of agencies as Victorinox Swiss Army sought to consolidate marketing services, including advertising, digital marketing, PR and social media, with one agency partner. Global brand strategy will continue to be led by Victorinox A.G. corporate headquarters and its agency partners in Switzerland.
“When we began our search for a full-service agency, there were a number of items on our wish list,” said Rick Taggart, President of Victorinox Swiss Army, Inc. “We were in need of a strategic partner with a strong understanding of our business objectives; we were looking to better engage with our consumers through social media, and we were eager take a more holistic approach as related to our marketing mix – Mullen is the perfect partner to help us to achieve those goals.”
“We’re delighted to be working with Victorinox Swiss Army to help them unite their marketing communications and engage with consumers across a range of media platforms, both new and traditional,” said Sheila Leyne, managing partner at Mullen. “Victorinox Swiss Army is a brand that people are passionate about, which makes social, digital and mobile media fertile ground for building a vibrant community of fans and followers.”
This win represents a reunion of Mullen and Victorinox Swiss Army who worked together from 1997-2003 on advertising, PR and event marketing assignments as the brand expanded from its core multi-tool and timepiece businesses into travel gear, accessories and men’s apparel.
About Victorinox Swiss Army
2009 marks the 125th anniversary of Victorinox Swiss Army, Your Companion for Life. Victorinox
Swiss Army, Inc., a wholly owned subsidiary of Victorinox, A.G., is the exclusive United States,
Canadian and Caribbean marketer of VICTORINOX Swiss Army knives, forged cutlery,
fragrances and LED lighting products; VICTORINOX SWISS ARMY timepieces, and
VICTORINOX cutlery. It sells apparel throughout the world under the VICTORINOX trademark
and has flagship retail stores in New York, London and Tokyo. Under license from Victorinox
A.G., the Company sublicenses the VICTORINOX trademark and the famous Victorinox Cross and Shield to selected manufacturers and distributors of fine products including VICTORINOX TRAVEL GEAR. The company Web site is located at www.swissarmy.com. Victorinox Swiss Army, Inc. is based in Monroe, CT. “VICTORINOX”, the famous Victorinox Cross and Shield, and “SWISS ARMY” are trademarks owned by Victorinox AG and its affiliates and are registered in many countries.
Mullen is a full-service agency, integrating disciplines from creative to direct response, digital marketing, public relations and social influence, media planning and buying, and performance analytics. Mullen is a brand defined by a strong and enduring culture of collective entrepreneurialism. We build and grow businesses. Agency clients include LendingTree, Match.com, CSX, Zappos, SunTrust, Four Seasons Hotels and Resorts, U.S. Department of Defense, Olympus, MassMutual, General Motors, HSBC and The Stanley Works. 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. For more on Mullen, visit www.mullen.com.