Moynihan Becomes Managing Director at Arnold

Steve Moynihan has been named managing director of Arnold MPG, succeeding the recently promoted John Gaffney. The group handles planning and buying for clients of most domestic Arnold offices.

Moynihan, 35, has been with the Boston-based company for two years, most recently as senior vice president, group media director on the $350 million Volkswagen of America account, Arnold’s largest. Moynihan will continue to run VW, with increased input from vice president, associate media director Jennifer Bartner-Indeck.

“Steve has an excellent sense of what marketing approaches clients need and how to support them with media,” said Gaffney, chief operating officer of Arnold MPG parent Media Planning Group USA, a unit of French holding company Havas.

Gaffney recruited Moynihan from the media department of GSD&M in Austin, Texas, where he oversaw MasterCard. He praised Moynihan for making media an intrinsic part of campaign development and for applying creative thinking to help VW refine its media buys.

“We’ve got to keep restless [and] find newer and smarter ways” to make media work for clients, Moynihan said. Last summer, he guided VW into magazines not normally associated with car advertising, such as Blender and Dwell, in an effort to reach a previously untapped base of upscale young consumers.

Representing about one-third of MPG’s $3 billion in domestic billings, Arn-old MPG also handles clients such as Royal Caribbean Cruise Line and Choice Hotels.

Arnold McGrath in New York operates a separate media division, though efforts are under way to integrate its operations into Arnold MPG, Moynihan said.

Arnold’s McLean, Va., office was recently awarded the estimated$30 million account of KPMG Consulting. Arnold MPG will handle media planning and buying for the crosstown client.