MullenLowe

This is Our Boston

The Ask: Under former President Jordan Muse's leadership, the agency sought to diversify its talent pipeline in the Boston office. The goal is to elevate MullenLowe’s profile among emerging professionals, positioning both the agency and Boston as a premier destination for diverse talent to build their careers.

The Problem: Boston is often perceived through a narrow, traditional lens – defined by its past rather than its future. Because of these deeply entrenched perceptions, many young people of color feel boxed out, unable to envision a life in Boston where they can authentically thrive and belong.

The Insight: After more than two decades in the suburbs of Wenham, MullenLowe lacked a deep-rooted connection to Boston’s resilient, diverse culture. This “heritage gap” was compounded by the agent’s move to Seaport – a rapidly developing district that, while modern, is often perceived as isolated and disconnected from the authentic pulse of the city’s local communities.

The Brief: I recognized that people accepting job offers out of state are also accepting the new city they’ll live in. By pivoting the narrative to sell the city as it is today- vibrant, evolving, and diverse- rather than the city it was traditionally known as, we positioned the agency as the gateway to the new reality.

The Results: The work garnered about 250k-400k impressions between Instagram & LinkedIn.

Agency: MullenLowe

Role: Brand Strategist, Creative, Producer (Independently led)

Year: 2025