2002 Rating: 2.5 stars
2001 Rating: 2.5 stars
In addition to being on the wrong end of agency consolidations for Procter & Gamble Co. and other blue-chip clients like ExxonMobil, Arnold's vaunted new-business machine stalled at the beginning of the year. The agency missed out on the $136 million U.S. Postal Service review and the $150 million BellSouth pitch, among others. The end of the year saw the Havas Advertising-owned agency get its groove back with new business from McDonald's Corp. and Coors Brewing Co. This year, however, could prove difficult if the agency fails to defend the $60-million American Legacy Foundation's anti-smoking account in a mandated review.
Arnold seeks to strengthen its regional offices and expand the Arnold brand among its four U.S. shops, most recently renaming Arnold McGrath Worldwide, New York, to Arnold Worldwide, New York. This office is poised for growth with a new management team, improved creative and closer ties to the Boston mothership. The McLean, Va., office will work to integrate portions of the local Earle Palmer Brown business and staff, including Woody Kay, who joins as exec VP-executive creative director. Arnold also is in the market for a telecom account as well as one to replace the P&G work it did for decades.