American Greetings Names Mullen as Agency of Record

             American Greetings Names Mullen as Agency of Record

PR Newswire

CLEVELAND, Feb. 13, 2013

CLEVELAND, Feb. 13, 2013 /PRNewswire/ --American Greetings Corporation (NYSE:
AM) the creator and manufacturer of innovative social expression products for
more than 100 years, today announced that Mullen has been selected as the
Company's agency of record for full service advertising
responsibilities—creative, digital, and media planning/buying. Mullen will
work with American Greetings to develop marketing strategies for its paper and
digital greetings businesses.

American Greetings began a national search for an advertising agency partner
in November 2012; the search was handled by Roth Associates. The company
narrowed the selection to four finalists, from which the agency of record was
chosen. Mullen was chosen based on its capabilities to grow with American
Greetings' marketing and business needs.

"We selected Mullen for its breadth of experience and approach to helping us
meet consumer needs," said Alex Ho, executive director of marketing at
American Greetings. "Identifying a strong agency partner is significantly
important to our leadership team and our business. We're very excited to begin
working with Mullen, and look forward to the partnership."

"Innovative, creative, digitally-driven, smart, nice people who want to do
fresh new work - American Greetings is an ideal partner for Mullen," said Alex
Leikikh, president of Mullen's Boston office. "We feel like we've landed on a
big creative idea that, coupled with the power of our strategic and
multi-channel media capabilities, can make a huge impact on American Greetings
and all of its amazing brands."

About American Greetings Corporation

For more than 100 years, American Greetings Corporation (NYSE: AM) has been a
creator and manufacturer of innovative social expression products that assist
consumers in enhancing their relationships to create happiness, laughter and
love. The Company's major greeting card lines are American Greetings, Carlton
Cards, Gibson, Recycled Paper Greetings and Papyrus, and other paper product
offerings include DesignWare party goods and American Greetings and Plus Mark
gift-wrap and boxed cards. American Greetings also has one of the largest
collections of greetings on the Web, including greeting cards available at and electronic greeting cards available at In addition to its product lines, American Greetings
also creates and licenses popular character brands through the American
Greetings Properties group. Headquartered in Cleveland, Ohio, American
Greetings generates annual revenue of approximately$1.7 billion, and its
products can be found in retail outlets worldwide. For more information on
the Company, visit

About Mullen

Mullen is a "hyperbundled" agency, integrating disciplines from creative to
digital marketing, media planning and buying, mobile marketing, public
relations and social influence, design, CRM and performance analytics. Mullen
specializes in working with thought leader brands, including Google, JetBlue,
U.S. Cellular, Zappos, FAGE and iRobot. Mullen has been named to the
Advertising Age Agency A-List and as one of Fast Company's Most Innovative
Companies. The agency is headquartered in Boston and is an independent brand
within the Interpublic Group of Companies (NYSE:IPG).For more on Mullen,
please visit, or

SOURCE American Greetings Corporation

Contact: American Greetings Consumer Public Relations Department,
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