XM Satellite Radio has put their $50 million creative account in review. Ad Agency Mullen will still continue to handle XM's media buying through it's MediaHub unit, but the creative aspect will shift to a new shop as early as September.
XM is using Select Resources International to manage the review, and is seeking an agency in NYC.
This comes as good news (actually, great news) in my opinion as I don't think that Mullen has been properly conveying XM's message. I ranted about this not too long ago. XM recently announced a revamping of the marketing team, and word has it that this change spurred the review of its creative.
Here's how the review's gonna go: "You're not being creative AT ALL."
Could this wake people the fuck up and show that XM is indeed the best radio service around? Find out at 11.
Well my hat's off to XM management for making this change. This, as well as their restructuring of the marketing department are very postive signs. Let's hope they don't stop here. They've got a lot of ground to make up.
The problem is not marketing, but Panero. The buck stops here.