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.


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. Agency clients include LendingTree,, 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.