ARNOLD MCGRATH CHANGES NAME

Agency Will Be Arnold Worldwide in Wake of P&G Loss

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BOSTON (AdAge.com) -- Havas has changed the name of Arnold McGrath to Arnold Worldwide, New York, following the agency's loss of its Procter & Gamble Co. accounts last week.

Pat McGrath
The name change was expected in the wake of P&G's decision to move its accounts out of Arnold. The agency's chairman-CEO, Pat McGrath, was P&G's primary steward for the two decades the business was at the agency. Mr. McGrath is expected to retire at the end of the year, though an Arnold spokeswoman said there has been no change in his status.

Officials said the agency

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network hopes to build the Arnold brand in New York. Arnold Worldwide's other offices are located in Boston, which is also its headquarters; McLean, Va.; and St. Louis. Arnold acquired a presence in St. Louis after it bought and renamed Simmons Durham in 2001. The agency closed its San Francisco office earlier this year.

In last week's shift, Arnold's Bounty paper towels went to Publicis Groupe's Publicis Worldwide, while Publicis' Leo Burnett Co. picked Arnold's Era account. Grey Global Group got the rest of Arnold's P&G business, including the global Zest personal wash account and Europe's Ace detergent.

$81.2 billion
Domestically, Arnold's P&G brands received $81.2 million in measured media last year, about 5% of the marketer's $1.7 billion measured domestic ad outlay, according to Taylor Nelson Sofres' CMR.

P&G had been one of Arnold's top three accounts in New York. Existing clients include GlaxoSmithKline, Allied Domecq, McDonald's Corp., the U.S. Tennis Association, Welch's, Hasbro and Bermuda Tourism.

Agency leadership
Current agency leadership remains unchanged. Mary Baglivo is president, Rochelle Klein is chief creative officer, Kristin Volk remains chief marketing officer and Rob Moorman director of new business development.

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