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Arnold Worldwide

Arnold Gets Critical for PUR Water

PUR Water, provider of filtration systems and the like, has been looking for a new face. After being acquired by P&G in 2012 (marketing by subsidiary Kaz), PUR wanted to redefine its brand.

Creative on the account had been handled by TBWA\Chiat\Day, but the incumbent agency did not participate in the subsequent review, which ended with a win for Arnold Worldwide last December.

This week, Arnold’s ads for the new client launched, marking both the company’s first new campaign since 2008 and the first use of a TV spokesperson for a water filtration brand (store that one somewhere for trivia night).

Here, then, is Arthur Tweedie, water critic:

More spots below.

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Arnold Names Two New Executives to Run Health and Wellness Practice

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Today Arnold Worldwide appointed two executives to manage the recent expansion of its health and wellness service offering.

Christine Beeby and Gary Scheiner both have extensive agency backgrounds; Scheiner landed at Arnold earlier this year in the EVP/GCD role after leaving Rosetta, where he served as CCO. He also spent time as ECD at TBWA\Chiat\Day.

Beeby is a more recent addition to the Arnold roster, joining the agency in July after spending more than a decade at Ogilvy as EVP and senior partner specializing in healthcare and seven years as SVP/account director at Lowe New York.

While both have particularly relevant experience with healthcare and pharmaceuticals (Scheiner currently leads the accounts for “Sanofi’s diabetes and cholesterol franchises”), they’ve also both worked with a wide variety of clients in automotive, tech, consumer goods and other categories.

In the release, Beeby reveals a bit more behind the strategy, writing:

“We envision creating a new model for the healthcare arena. We’ll pitch not only traditional pharmaceutical products, but will also target foods, hospitals, technology companies, doctor networks and similar products and services that require brand building and need to engage with consumers.”

The expansion may also explain July’s hiring of President Peter Grossman; he will lead the expanded practice in Arnold’s New York office.

Senior UX Designer Leaving Arnold

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Today we can confirm a tip that Kate Tetreault, who currently holds the title of senior user experience designer at Arnold Worldwide, will soon leave her position at the agency.

Tetreault isn’t just a talented web designer; a tipster tells us that she also organized a female-focused networking group for digital media professionals in the Boston area and served as a thought leader/mentor to others in the field.

We hear that her move can be directly tied to the April departure of Arnold CDO/managing partner Matt Howell: a source tells us that Howell joined a Boston-based tech company called Vermonster (which is not just a word for a particularly large serving of Ben & Jerry’s) after leaving Arnold and that Tetreault will join him there.

Updates as we receive them.

Is Arnold Really Selling Its Emmy?

00808_aRwEs3IZ6bY_600x450It appears from a Craigslist post that Boston-based agency Arnold is selling its Emmy Award as part of the agency’s moving sale.

If the post, which points out the award is the real deal and “not a crappy Daytime one” is not a joke, the agency is looking “to place every item in the Arnold Moving Sale with a home that truly wants it” and that includes their Emmy Award. If you’re interested in picking up an Emmy, Arnold suggests you “send us a photo of the perfect spot for it, write us a vaguely threatening email — do whatever you want to show us that you and it were meant to be together. If you’re lucky, we’ll agree with you.”

The way they’re treating the award, you’d think it was a Grammy.

New President at Arnold New York

Peter GrossmanThis morning brings news that Peter Grossman will be the new president of Arnold New York effective next week. He replaces Corey Mitchell, who left in May.

A bit on Grossman’s agency background: after handling AT&T and Nabisco for FCB, he spent more than a decade at JWT, eventually serving as EVP/director of client services before leaving to lead startup QWiPS, or “a global platform that enables the integration of real voice into digital communication platforms”. His most recent position was managing director at digital strategy consultancy Takeout.

In the new role, he will also focus on client leadership and new business development while managing the agency’s 100-plus New York operation.

Grossman will report to Arnold Global president Pam Hamlin, who cites his experience “leading global brands and helping Fortune 500 companies evolve their business model for the digital economy” in the press release; he will also sit on Arnold Worldwide’s Global Executive Committee.

In the release, he writes, “The agency has one of the best client rosters in the industry and a philosophy and culture built on creativity.”

ADT Leaves Non-Secure Relationship With Arnold After Less Than a Year

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It was only eight months ago when Arnold beat out some stiff competition to become security giant ADT’s chief creative AOR.

It was a big day for the agency pitching out of its Boston office, which beat TBWA\Chiat\Day in New York, McKinney in Durham, N.C. and the incumbent, Doner in Southfield, Mich. Remember that name of the incumbent…because evidently ADT did not.

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Arnold NY Gets Sensitive for Unilever’s Simple

Arnold New York has a new campaign for Unilever’s brand Simple, the leading “perfume and color-free” skin care brand in the UK for over 40 years which launched in the US back in 2012.

Evolving from the idea that all skin can be sensitive, especially with the impact of cold, heat, wind, and city pollution, the campaign takes an approach to match its product’s name. Arnold dramatizes the idea by projecting images of possible triggers for sensitive skin (UV rays, stress, pollution, etc.) directly onto skin. It’s a straightforward but visually interesting approach that attempts to demonstrate that “the best way to fight the harshness is through the kindness of Simple.” Whether it can help Arnold build the brand into a powerhouse this side of the Atlantic remains to be seen. Credits after the jump. Read more

Arnold Profiles Your Least Favorite Hipster Friend for Progressive

We all know someone like this guy. We may even be a little more like him than we care to admit.

In the latest Facebook campaign for Progressive, Arnold Worldwide looks to “break through the News Feed clutter” by throwing a harsh spotlight on “Baby Man”, a dude who resembles more than a few of our friends…in that he still doesn’t pay for his own car insurance.

In case you’re still wondering what a Facebook video campaign looks like, there’s vomit involved:

More spots after the jump.

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KAO Names Arnold Worldwide AOR for Jergens, John Frieda

arnold-304KAO USA has named Arnold Worldwide as its global creative agency of record for their John Frieda and Jergens brands. A decision as to who will service the Biore and Curel brands will be made at a later date. The appointment comes after an intensive review process from KAO and Joanne Davis Consulting following KAO placing its global creative account in review in February. Arnold Worldwide signed a contract yesterday officially beginning work as lead agency responsible for strategy and creative.

“All finalist agency teams did an outstanding job during the process,” said Dave Muenz, vice president and regional executive officer, mass business sector. “We would have been delighted to work with all of them. Our decision came down to our confidence in the quality of the team, insights on brands and ideas to build our business. We also felt a strong sense of connection with them. We look forward to our new partnership with Arnold.”

“For us, this was a good match, because we share many of the same cultural values, passion for the target market and we both have a strong desire to innovate,” said Arnold Worlwide global president Pam Hamlin. “This creative partnership will allow us to leverage technology to build stronger relationships with beauty conscious consumers.”

The ‘Yellow King’ Plugs for the Bruins

Ahh yes, its playoff time in both the NBA and NHL and Arnold Worldwide’s hometown hub is taking the reins on the latter by adding Glenn Fleshler–aka the “Yellow King” from HBO’s True Detective–to its roster. In case you didn’t know, the Bruins are rocking it in hockey this year and Fleshler plays a role in the second spot following “The Calm” up above dubbed “The Wolfpack.” As a sort of semi-casual hockey fan who’s more interested in the NBA playoffs, I can still rejoice in the intensity, etc. Check out credits after the jump.

 

 

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