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Arnold Worldwide

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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Arnold Worldwide Introduces Brushing Chews for Milk-Bone

Arnold Worldwide has a new campaign launching the new Brushing Chews for Milk-Bone, which feature “a patented shape that has been developed over the past three years, earning them the trusted Veterinary Oral Health Council’s (VOHC) seal of approval.”

To introduce the new product, Arnold keeps it simple, telling the story of a man and his dog (Ted and Rudy), and explaining how their new Milk-Bone Brushing Biscuit is designed to work as well as a toothbrush to keep dogs’ teeth clean. Because no one wants to brush their dog’s teeth, this is a pretty effective selling point. Ted and Rudy’s story extends beyond the broadcast spot above to a series of online videos, all set against the red backdrop matching Milk-Bone’s packaging, and following roughly the same formula. The campaign strategy is based on the insight that “The more you care for your dog, the happier and healthier he’ll be.” Ted and Rudy’s relationship is intended to to be “funny and adorable” but arrives at something closer to “hokey, but kind of cute.”

“They’re very much a classic comedy duo, with Rudy being the straight man and Ted as the accidental comedian,” explains Arnold creative director Tristan Kincaid. “We put them on a bright red background to give them a simple but visually striking stage for them to tell their stories.”

The campaign also includes social elements, with each of the six online videos (which act as pre-roll video assets on sites including Hulu, AOL, Discovery, TubeMogul and Yahoo) featuring an end card driving traffic to Milk-Bone’s Facebook page. Future social posts will also include Instagram and Twitter. Stick around for credits and a pair of online spots after the jump. Read more

Howell, Arnold Parting Ways

Matt-HowellWe’ve been told by those in the know that this is “completely unrelated” to Monday’s cuts, but Arnold chief digital officer Matt Howell and Arnold are, as mentioned, parting ways. Here’s a quick statement from the agency:

“Matt Howell will be leaving his post as Chief Digital Officer at Arnold. He has been an important contributor to the agency and we thank him for his work and leadership. Over the last year, we re-engineered the agency’s operating model to move from digital as a department to digital embedded throughout the company. That vision has streamlined our structure to include four ‘super groups’ – marketing, strategy, creative and production, with digital leadership and specialists in each.”

To refresh memory if need be, Howell joined Arnold three years ago as managing partner/global CDO after serving as president of the now-defunct, Boston-based agency, Modernista! No word yet on Howell’s next stop but we’ll keep you posted when we find out.

Arnold Cuts Some Staff

arnoldlogo-001We’ve received a statement from the Arnold camp to address some tips we’ve received today, mainly that the agency has cut some staff. According to sources familiar with the matter, we’re told, like usual, the number is lower than expected. We’re hearing in the range of approximately 20 staffers and according to the statement from the agency, perhaps we can shed some light.

“We can confirm a reduction in staff. This is never an easy situation, as it impacts people who have made a valuable contribution to our company. As we have re-engineered we have used the opportunity to ensure our talent mix reflects the strategic growth areas for our company  – namely, content enabled by new media platforms and technology  – products and services that are most important to our clients.”

Staff layoffs happened, FYI, in the New York and Boston offices.

Griffiths, ArnoldNYC Part Ways

aaronarnoldWe’ve received confirmation that Aaron Griffiths, who’s spent the last two years at ArnoldNYC, where he served as chief creative officer for clients including St. Ives, has parted ways with the agency. In a statement, Arnold camp says, “We appreciate the creative vision Aaron brought to the agency and his many contributions. We wish him much success in his new endeavor and look forward to opportunities to work again in the future.” From what we’ve been told by sources familiar with the matter, the CCO transition period will take some time and while ArnoldNYC evaluates, no decision is to made as of right now. To recall, Griffiths partnered with the likes of John Staffen as co-CCO before taking over as sole CCO last year.

Arnold VP Baker Splits for Anomaly

mattbakerNo word yet on what his exact title is (we’re hearing communications planner), but sources in the know confirm that Matthew Baker, who has spent nearly the lat 18 months at Arnold Worldwide’s New York branch as VP/group planning director/digital director, has split for a new gig at Anomaly. From what we’ve been told by sources on the Spy line, Baker was “the digital brain” of ArnoldNYC and according to one source, “Matt is a gentleman and a talented Planner, so it’s a huge loss for us.” No word yet on if there are plans to replace but we’ll keep you posted.

In Case You Were Wondering, Arnold Has Launched ‘Urinary Tracks’

jimmyarnold

Here’s how it begins with Arnold: “Every time you go pee there something interesting playing and you feel strange Shazaming it.” From what we’ve been told by sources, “it is nice to have music in the bathrooms now. Yes folks, “Urinary Tracks” is a thing. From what we’ve been told,it’s a web app that encourages people to tweet and post what they are listening to as they do their business and here is your link, @urinarytracks.

Sources: Arnold Bows Out of CVS Pitch

CVS-pharmacy

Reliable sources familiar with the matter confirm that Arnold Worldwide’s Boston office, which has handled the creative business for drug store giant CVS for nearly four years (succeeding fellow Boston op, Hill Holliday, in 2010), is no longer in the review mix for the chain. From what we hear on the Spy line, the agency was set to engage and defend in final pitches next week but has suddenly withdrawn. Sources add that sister agency, Havas Worldwide, is still in the pitch. Other finalists also mentioned for the current creative review include Grey, BBDO NY and Lowe Campbell Ewald. No word yet on the matter from CVS itself, which touts 7,500 stores

Arnold Taps Grace Helbig for New St. Ives Campaign

Arnold Worldwide tapped actress/comedian Grace Helbig, who recently starred in the film Camp Takota, for a 1:47 ad.

The long form ad sees Helbig extolling the virtues of St. Ives’ new “Fresh Hydration Lotion Spray” — which was just released on February 25th — with her brand of manic humor. St. Ives’ new spot plays off the inherent ridiculousness of lotion ads, amping things up to 11 and letting Gerbig riff of that and generally run around like a lunatic. After using the spray, Helbig is whisked away to the magic “land of St. Ives,” a sort of tropical paradise. She tracks down a waterfall made out of lotion, at which time the apparent psychedelic effects of the spray wear off and she’s transported back to her house.

Whether or not you like the new St. Ives spot, which Helbig describes as “wonderfully stupid,” will depend in large part on how you feel about Helbig’s brand of humor. Her fans, who must make up a sizable portion of the video’s 100,000-plus views, will undoubtedly find the spot endearing (and just may purchase the product on her recommendation), while those who find Helbig’s personality grating won’t find anything to enjoy here. As the YouTube views indicate, the spot is certainly getting some eyes on it. Helbig has also garnered attention for the new product by mentioning it on her YouTube series, and even posting a behind-the-scenes video on her channel that has garnered more views than the ad itself. Stick around for that behind-the-scenes video, along with credits, after the jump. Read more

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