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
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.
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.
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.