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Arnold, Fidelity Get 'Personally Invested'BOSTON—Arnold next month is set to unveil its first major national campaign for Fidelity Investments' mutual funds and retirement services. Ads will play off the theme "Personally invested," sources said. Some permutation of that phrase will likely appear in a May TV salvo from the Boston shop, which last summer succeeded crosstown rival Hill, Holliday, Connors, Cosmopulos on the business. For two years, Fidelity has aired campaigns tagged "See yourself succeeding," a line fashioned by Hill, Holliday. Sources said that line may continue to be used, given its strong recognition with consumers. Gotham, New York, also works on Fidelity ads, and the Boston-based client has a large in-house marketing department. The client spends upward of $100 million annually, according to CMR. Greco Ethridge to Close Its DoorsBOSTON—Technology shop Greco Ethridge Group, which enjoyed a rapid growth spurt in its New York and Boston offices during the dot-com craze, is closing down operations, another victim of the sagging economy and softness in the high-tech sector, according to sources. Partners Tucker Greco and Rob Ethridge did not respond to queries. Launched at the start of the '90s, the independent agency employed approximately 60 staffers in mid- to late 2000. Only a handful were believed to be left in recent weeks. Major clients had included 3Com, Interpath and Primavera. Arnold Scores More From TalbotsBOSTON—Arnold Design has added an assignment to promote Talbots Men's, an offshoot of retail chain Talbots, agency officials said. The new clothing brand will launch in late fall via catalog inserts, with several retail locations planned for spring 2003. Initial work from Arnold consists of brand-identity work and package design. Overall, Talbots spent $15 million on ads in 2001; Arnold, Boston, has handled the account for five years. Veridiem, MMA Form PartnershipBOSTON—Veridiem and Marketing Management Analytics have announced a strategic partnership. The alliance between Maynard, Mass.-based Veridiem and Wilton, Conn.-based MMA will offer marketing and trade-promotion analytics, deployed through the Veridiem system. O'Neil Griffin Bodi Keeps N.H. Lottery AccountBOSTON—O'Neil Griffin Bodi has won the New Hampshire Lottery contract, as well as the Tri-State Advertising of N.H. contract, worth nearly $3 million combined, according to Rick Wisler, executive director at the New Hampshire Sweepstakes Commission, Concord, N.H. Both are three-year contracts, with an option to renew for two years. Rumbletree and Wide Eye Marketing also partici pated in the review. Barrett Crafts Image Strategy for AkceliBOSTON—Barrett Communications, Cambridge, Mass., recently completed a new logo, corporate identity and Web site for Akceli. Barrett's branding strategy presents the biotechnology company as scientifically advanced.

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