Mullen Pushes Social Marketing into Marketing Mainstream

Geoffrey Precourt

All over the world, there are thousands of people out of work in advertising. But in the Greater Boston area, as band of creative people saw an opportunity in their enforced idleness. So they put together a Web site (Please Feed the Animals - A Blog for the Recently Unemployed Advertising Professional), where they could share their dilemma and suggest new-life solutions.

And, according to Edward Boches, chief creative officer/chief social media officer for Boston-based Mullen Advertising, the blog became something much bigger. It soon morphed into a Facebook page, driven by the motto, "It's not a pink slip. It's a blank page"…