Mullen and client Panera Bread Co. are parting ways amid what the agency calls creative differences.
The Boston-based agency has worked with the chain for six years and in that time, the restaurant chain has had three different CMOs; the most recent former is Campbell’s Soup Co. and Ralston Purina marketer Michael Simon. A review to replace Mullen seems likely to be in the offing, people familiar with the matter said.
The creative agency change doesn’t appear to affect WPP’s Maxus, Panera’s media-buying agency. At inception of the relationship, Mullen handled both creative and media duties, but the company split the business into two separate accounts in 2009.