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Arnold Worldwide

Can You Tell the Difference Between a DJ and a Financial Planner?


Arnold continues its ongoing Public Awareness Campaign for Certified Financial Planner Board of Standards, Inc. today with the release of “Can You Tell the Difference?”

The 30-second TV spot presents several people with what they think is a professional financial planner, but is actually DJ/Pirates of the Caribbean actor Azmyth Kaminski, who shed 14 years of dreadlocks to appear in the ad. Kaminski asks individuals seeking financial advice if they would trust him as their financial advisor. When they reply that they would, he reveals his true identity. The stunt was designed to highlight the importance of selecting a financial advisor with CFP certification. “Anyone can hold him or herself out to the public as a financial advisor or planner,” says CFP Board CEO Kevin Keller, CAE.  “We urge consumers to seek someone who has demonstrated competency and ethics by achieving CFP certification, the highest standard for the financial planning profession.”

This latest phase of Arnold’s ongoing campaign includes print and banner ads in addition to the television spot, as well as sponsorship messages on National Public Radio and a retooled CFP Board website. Stick around for credits after the jump. Read more

Arnold Launches ‘In My Mind’s Eye’ Campaign for ADT

Arnold Worldwide’s new campaign for ADT, “In My Mind’s Eye,” launches today with the debut TV spot “Burglary.”

The new campaign marks something of a departure for ADT, whose advertising strategy has historically stressed”the value of monitored protection in emergency incidents such as theft, fire, or carbon monoxide.” “In My Mind’s Eye” and the debut spot “Burglary” instead focus on the peace of mind ADT provides its customers with their protection from everyday security concerns.

In the 30 second spot, a couple are out to dinner when the woman realizes she may or may not have remembered to lock the back door. This distracts the man, who imagines he sees a troop of burglars at the restaurant making off with their valuables. Prompted by his reverie, he locks the back door using the ADT service offered on his mobile device. “Burglary” effectively demonstrates both a key feature of ADT’s service, and the peace of mind that comes with it — answering the questions, “Why would I want this?” and “What can it do for me?” in a simple, direct way.

The shift in approach came from insights showing “that people experience worry, like a low consistent hum distracting the person when they’re away from their homes,” says David Register, EVP/group creative director, Arnold Worldwide. “”The spot demonstrates how ADT relieves that angst by putting their customer in control and back in the moment.” Expect more ADT ads in a similar vein from Arnold in the future. “Burglary” rolls out today, with “radio, direct, digital, and social media creative appearing online beginning mid-February.” Credits after the jump. Read more

Ex-Rosetta CCO Scheiner Lands at Arnold

garyscheiner1Well, it’s been some time since we’ve heard the name Gary Scheiner, but a phone call has confirmed that the former Rosetta chief creative officer is now working at ArnoldNYC. From what tipsters tell us, since parting ways with Rosetta last spring, Scheiner has actually been consulting with Arnold since last summer. Now, though, we’re hearing he’s assumed an official role at the agency as EVP/GCD, overseeing healthcare biz while reporting to Aaron Griffiths and president Corey Mitchell. We’re trying to confirm everything, but one spy tells us that Arnold is not allowed to broadcast Scheiner’s move up due to a previous clause “but to the agency and clients, he is EVP, GCD, and is great.”

Prior to his five years at Rosetta, Scheiner served as an ECD at the likes of Draftfcb and TBWA\Chiat\Day.

Arnold Moves from AOR Status to Project Basis On a Few Unilever Accounts

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Well, Havas-related news is definitely on our radar today. Just to clarify for the tipsters out there, we received word from sources familiar with the matter that Arnold, which had worked on Unilever brands including Nexxus, Simple and St. Ives (from Alberto Culver, which were sold to Unilever in 2011 and awarded creative duties to Arnold and Mullen back in summer 2010), has been relegated to a project basis. While coping with the Unilever loss, Arnold is somewhat balancing the scales by picking up brand work for Sanofi and Regeneron cholesterol drug,  alirocumab. We’ll keep you posted when we hear more.

PUR Taps Arnold for AOR Duties

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To kick things off today, let’s start with Kaz/Helen of Troy, the parent company of water filtration brand PUR, which has selected Arnold Worldwide to serve as its new agency of record. Yes, there was a review and the incumbent was TBWA\Chiat\Day, which sources say did not defend the biz. As a result, Arnold will handle brand communications strategy, creative development, and digital marketing strategies. In a statement, Kaz CMO  Christophe Coudray says, “We selected Arnold for its breadth of experience, its unique combination of analytical strength and strong creative capability. This will help us meet consumer needs and  our business objectives. Identifying a strong agency partner is extremely important to our leadership team and our business. We’re very excited to begin working with Arnold, and look forward to the partnership.”

Hamlin Takes Over for LePlae at Arnold

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Wow, it’s that kind of day. Well, this is big news as we’ve received confirmation from Arnold and its parent company Havas that Pam Hamlin has been promoted to the position of global president/Arnold Worldwide, effective immediately. As a result, Hamlin replaces global CEO Robert LePlae, global CEO, who, after “a period of transition, will leave Arnold to pursue other interests.”

Regarding the appointment of 15-year agency vet Hamlin, Havas chairman Yannick Bolloré, “I’ve had the opportunity on numerous occasions to spend time with Pam and the leadership team of Arnold Worldwide. They are a passionate and talented group of leaders, and David and I are confident in their dedication to clients and their expertise in delivering creative ideas that drive business.” At this point, we’re not sure if LePlae’s departure has to do with losing Volvo (and judging from the Spy line, don’t even know if it was amicable) but we’ll take the “transition” explanation for the time being. The former global CEO spent just 15 months at Arnold after serving as North American president at both McCann and TBWA for a couple of years.

Here’s Robert LePlae’s Note to Arnold Staff Regarding Volvo

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By now, you’re probably all well-aware of Volvo’s decision to hand its global creative duties to Grey London (and global digital biz to R/GA), a move which in turn resulted in the end of a six-and-a-half year relationship between the automaker and Arnold. While the latter agency wasn’t officially commenting on Volvo’s decision yesterday, we did happen to obtain the memo that Arnold global chief exec Robert LePlae sent to staff around 2pm EST yesterday following the move. Figured it’s worth getting a little perspective from Arnold’s end. Read on.

“All,

As you might have read today, AdAge is reporting that Volvo has selected Grey as the central branding and U.S. agency of record.  The decision for Arnold not to defend the central branding assignment was made early this year given the changes in Sweden in 2012.

There had remained discussion about the U.S. business, but we were well aware that a global consolidation was a real possibility.  It’s important to note however, we have not been formally informed from Volvo of a shift in the U.S. business.

Since 2007 we’ve partnered with Volvo through a maze of change and transition.  We have great passion for what the brand represents, and can reconcile their desire to return central marketing to Sweden.  Our team has dedicated itself to this client through four global CEO’s, four U.S. CEOs, six global marketing leaders, an acquisition by Geely and no new product launches in the U.S. since 2009.

You should be very proud of your dedication and commitment to the brand through the length of our partnership.  We are leaning forward with the momentum of some wins and a very rich pipeline of new client opportunities, including automotive.  2014 is going to be a very strong year for us.

RLP”

Finlay, Arnold Part Ways

amberAfter spending the last three-and-a-half years at Arnold Worldwide, where she served as SVP/global director of communications planning out of the agency’s Boston hub, Amber Finlay has moved on to the client side to take on the director of communications planning position at Converse. Finlay joined Arnold in spring 2010 after spending three years at Naked Communications, where she worked as senior strategist/director of digital strategy for clients including J&J, Google and Citibank.

During her career, Finlay also had a brief stint as director of digital strategy at McGarryBowen and also helped launch the account planning department at Deep Focus, where she worked with clients including HBO and Converse parent company, Nike. As for Arnold, sources tell us that the agency is currently conducting a search for the right candidate to replace Finlay.

Update: Arnold just sent this statement: “Amber has taken a position at Converse. She leaves behind a robust and growing capability with excellent depth and leadership. We wish her well.”

Here’s a Quick Update on a Few Arnold Creatives

johnkearseAnd now, in more staffing news, we have received word from sources in the know that Arnold Worldwide and a couple of creative staffers have parted ways, mainly John Kearse and Rob Kottkamp, who we’ve been told are joining up with Mullen within the next couple of weeks. During his eight-year stint at Arnold, Kottkamp moved up the ranks from art director to senior AD to his most recent role as SVP/creative director, working on, among other things, under Pete Johnson on Carnival. Johnson remains executive creative director on said account. As for Kearse, the creative has spent nearly a decade at Arnold, helping lead creative on truth and Santander among other accounts. No word yet on SVP/creative director Mike Howard, but we’re hearing a change to freelance status at Arnold is in the works.

Carnival Highlights Past Guests’ Photos, Videos in Arnold’s ’24 Hours Onboard’

Carnival Cruise Lines is launching a new 25 million dollar campaign, “Moments That Matter,” with agency Arnold Worldwide. The fall campaign will extend across broadcast, radio, digital and direct mail from September through December. For the first spot in this campaign, Carnival sourced material directly from their customers through social media.

The :60 spot, “24 Hours Onboard” features content chosen from over 30,000 pictures and videos submitted by past guests on Carnival’s cruises, including one dude who publicly proposed on a Carnival Cruise (yikes). “24 Hours Onboard,” which will debut on major network primetime Monday, September 23rd, appeals to viewers’ sentimentality, and employing pictures and videos sourced directly from past customers adds a personal element that could help convince viewers to book their next vacation with Carnival. As Arnold Executive Creative Director Pete Johnson puts it, “We found those looking to book a cruise are much more likely to listen to recommendations from previous cruisers.” So filling a commercial with vacation memories from enthusiastic fans of Carnival makes a lot of sense.

This isn’t a spot that will blow anyone away with its creativity or execution, but it doesn’t have to. It appeals to the type of people who line their walls with photos from family vacations, or, in other words, Carnival’s target audience. Read more

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