SNYDER DRIVES OFF WITH THE PRIZE: ARNOLD COMMUNICATIONS AGENCY RATING: 3 STARS

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Often-courted Arnold Communications finally settled on a suitor in 1998. Marketing mammoth Snyder Communications bought the Boston-based agency with a $120 million stock swap and the promise to take the Arnold name global. In 1998, Volkswagen once again helped Arnold to bask in the creative spotlight, this time by giving the shop the green light to do cutting-edge advertising executions for its 1998 Beetle relaunch in the U.S.

The agency received accolades for the car's advertising, which played off the original Beetle classic's past flaws (such as: Comes with wonderful new features. Like heat.).

Arnold's 1998 wins included Hush Puppies and Seagram's Sundsvall vodka while its losses included Promus Hotels, Century 21 and Silicon Graphics.

LOOKING AHEAD

Expect the Arnold name to go West under the watchful eye of Snyder CEO Dan Snyder.

Arnold is also expected to just say yes to pharmaceutical marketing and enter

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